How enterprise knowledge management systems can help deliver engaging brands

A report released by Frost & Sullivan, in conjunction with Verint, highlights the need to service the customer experience across all channels, from digital and face-to-face interactions, through enterprise Knowledge Management systems that can address complex customer queries.

The report indicates that over 82% of organisations regard customer service as a competitive differentiator [1]. However, many struggle to meet the rising customer demand for highly personalised, responsive and consistent interactions across all channels.

In today’s technology-driven world, the power is literally in the hands of the customer – the power to make or break a brand. Increasingly, brand reputations are being established by ‘word of mouse’ via social media and other digital channels. An exceptional customer experience is therefore crucial to establishing a powerful brand reputation.

Knowledge Management systems, designed specifically for the Customer Service and CX environment, can help businesses deliver an enhanced experience and drive deeper customer engagement. The Frost and Sullivan report found that an Australian Government agency saw its customer satisfaction levels surge to 93% after implementing a centralised knowledge base. In another example, one of the Australia’s largest global insurance providers experienced a sharp 30% drop in customer complaints.

Jason du Preez, APAC Vice President of Verint’s Knowledge Management practice, says that well-designed Knowledge Management systems, backed by suitable processes, can bridge the gap between customer expectations and an organisation’s ability to deliver on these expectations.

“A fit-for-purpose, integrated solution allows businesses to create, organise, maintain and access to knowledge in the CX environment, ensuring that the right information is available and delivered to the right person at the right time. Many organisations believe they can use a generic enterprise-wide knowledge system to drive their customer service operation but experience has shown that this clearly doesn’t work in an efficient and effective manner.”

[1] Frost & Sullivan IoT-Enabled Customer Experience Survey, 2016, To download the full Frost & Sullivan report, visit: http://info.verint.com/FrostSullivanEnterpriseKnowledgeManagement