A Better Customer Experience Begins with Knowledge Management

Similarly, machine learning can be leveraged to make a unified content base more actionable. Modern enterprise platforms incorporating machine learning like Attivio analyze user behaviors and build relevancy models that learn and improve as content, data, and user activity accumulate. These systems analyze contextual user information to make recommendations based on current context and previous behaviors, preferences, and content similarities. And they’re constantly learning and improving as more signals are collected.

In practice, this improves both customers’ and support agents’ chances of quickly resolving a problem. Machine learning improves the relevancy and the accuracy of answers delivered in any context—whether that’s self-service or during an interaction with an agent.

What Customers Crave: Self-Service

Yet, the ideal consumer experience may be simply getting out of the way entirely. Overwhelmingly, customers want to be able to answer their questions themselves at a time and in a manner that works for them. The more support tickets that can be resolved by self-service, the more time that is freed up for support agents to focus on complex customer problems where a simple solution doesn’t yet exist.

By delivering a competent, AI-driven self-serve experience, customers are happier, wait times are reduced, and support costs are minimized.

Summary

Good CX is rooted in quickly delivering intelligent answers and insights. Customers depend on information being readily available and accessible. The three elements that make this significantly more achievable are content unification, NLP, and machine learning. In this time of limited patience and abundant competition, KM should not be overlooked as an effective tool for improving the customer experience.