Gartner Research

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

Published: 05 December 2019

ID: G00464970

Analyst(s): Gene Phifer , Brian Manusama , Drew Kraus , Olive Huang, Irina Guseva , Mick MacComascaigh , Jim Davies

Summary

The rapid creation and retrieval of relevant content and knowledge are critical to improving 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 by Leveraging Techniques to Understand the Goals of Both Internal and External Users
  • Increase Information Consistency and Ease-of-Access by Consolidating Customer-Facing and Agent-Facing Knowledge Bases
  • Select Knowledge Management Solutions to Better Expose Corporate and Community-Generated Knowledge to Internet Search Tools
  • Support Complex Decision-Making by Offering a Guided Servicing Experience
  • Enhance Site and App Search by Leveraging Semantic Analytics and Natural Language Processing Capabilities
  • Use Conversational AI to Allow for New Types of Conversational Engagement When Customers Search for Information
  • Contextualize Experiences With Targeted, Relevant Content Across All Channels of Interaction

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