Look to Knowledge Automation to Fulfill Your Customer Service and Sales Potential

according to a recent marketing content survey by Richardson. Ironically, though, it's difficult for marketing teams to get feedback from the sales team or to even know what content is proving effective when they have no visibility into what content their sales team is using. When content is contained within a knowledge automation system, your marketing team can see what documents and presentations your sales team is using on a regular basis—or not using at all. At the same time, content that is poorly rated, never used, or out of date is constantly being filtered out of the system before it is exposed to the sales team. Marketing sees this feedback in real time and can use it to improve underperforming content or pull content that is no longer relevant.

Learn from each customer conversation

Transfers and long hold times are key pain points for customer contact centers. Today's busy customers are more vocal than ever about their approval or disapproval of a brand's service. Twenty-six percent of consumers have experienced being transferred from agent to agent without any resolution of their problem, according to an American Express research report. Winning a customer over is one thing, but to retain customers, you need to provide consistent and personalized service. No customer wants to speak with three to four agents to have his problem resolved. First call resolutions are tough for most call centers to achieve because when a solution is found, it takes time to educate all agents on the latest appropriate way to respond. With knowledge automation, the answers agents need get revealed in real time in the analytics, prompting the quick development of new assets and alerts that can help all agents. These assets automatically flow to the agents who need them based on their profile and the specific challenges they are working on in a CRM service system.

CRM provides the workflow to take action and log activities, but the insight required to know what to do or the content required to serve a customer, if it exists at all, inside or outside of the CRM system, is haphazard. It may or may not be up to date, and it generally isn't complete as sales, service, and marketing groups typically use a wide variety of systems to store content. Knowledge automation can be the ideal complement to CRM, ensuring that everyone knows what to do, how to do it, and what to say or share.

Seenu Banda is CEO and founder of Kaybus. Prior to founding Kaybus, he was an entrepreneur in residence at Artiman Ventures and a vice president of enterprise solutions at Alcatel-Lucent. He was the CEO and founder of NetDevices, which was acquired by Alcatel-Lucent in 2007.

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