Gartner Research

Delivering Relevant Content and Knowledge to Customers Is Key to Great Customer Service

Published: 09 May 2017

ID: G00323409

Analyst(s): Jenny Sussin , Brian Manusama , Gene Phifer , Mick MacComascaigh , Jim Davies , Michael Maoz , Olive Huang

Summary

The rapid creation and retrieval of relevant content and knowledge are critical to reduce customer effort and improve the overall customer experience. Application leaders should follow these seven best practices to drive improvement in content and knowledge delivery for their customers.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Implement "Outside In" Design Thinking With the User Experience Design Team
  • Consolidate Customer-Facing and Agent-Facing Knowledge Bases
  • Expose Corporate and Community-Generated Knowledge to Internet Search Engines
  • Introduce a Guided Servicing Experience and Make the Process Visible to Both Service Agents and Customers
  • Enhance Site and App Search, Semantic Analytics and Natural Language Processing Capabilities
  • Use Virtual Customer Assistants to Create the Opportunity for New Types of "Conversational" Engagement When Customers Search for Information
  • Contextualize Experiences With Targeted, Relevant Content, and Ensure Continuity — Not Just Consistency — Across All Channels of Interaction

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