knowledge infused processes the solution to self-service woes esteban kolsky thinkjar
knowledge infused processes
the solution to self-service woes
esteban kolsky
thinkjar
we have been doing self-service for a very long time, but not since the beginning
have we strayed this far from the needs of the user
problem? it is a matter of perspective
organizations custo
mers
organizations and consumers see self-service as two different things
org
an
iza
tio
na
lp
ersp
ecti
ve
organizations see it
As a cheap replacement for phone calls
As a delivery mechanism
Not as and experience-centric last step in solving
the customers’ problems or issues as they matter
As a tool for customers to help themselves, or not
custo
mer
persp
ective
customers see it
Organizations trying to push customers away
Better than being on hold on the telephone
A hard place to find what they need, not all answers
are available
Organizations don’t listen
content
context
intent
self-service zenconsider the three elements of the
inquiry to deliver to expectations
what do they need?
how do they need it?
why do they need it?
self-service zenconsider the three models of self-service to deliver to expectations
informational operational
transactional
proactive
self
agent
field service
next step in the evolution of service:knowledge-infused processes
knowledge-driven process
analytics-driven
knowledge infused process
problem with traditional process
event
organization
inquiry a
answer 1knowledge
data
system
analytics
informational
transactional
operational
self-s
erv
ice in
terfa
ce
inquiry a.1
answer 2
inquiry a.2
Answer 3
custo
mer
knowledge infused processes (kip)
• why do we need a new name?
– defines the objective, not function
– focuses on the action of infusing knowledge into the process, not the process
• what does it mean?
– knowledge becomes one part of the answer, not the answer or solution
– considers content, context, and intent before merging informational, transactional, operational data and needs to complete answer to customer
– customers have complete better answers, faster
knowledge infused process model
event
organization
knowledge
data
system
analytics
kip
self-s
erv
ice in
terfa
ce
inquiry
answer
custo
mer
three steps to kip in service organizations
1. find the right processes
proper mix of knowledge, transactions, operations
highly accessed by customers
2. determine their path to kip
what operations, transactions, and knowledge they
access
how is that data and information moved in and out
how it can be summarized into a single transaction
3. test, deploy, test, improve, test, release
can never tell how it will work before you do it
enterprise applications
crm
salesmarketing feedback
service
business
selfservice
communities
agenttools
knowledgerepositories
supporttools
kip feeds new customer service
kip helps improve experiences
customercentric
evolution
efficiency effectiveness
company customer
experience
loyalty value
process
kip brings substantial benefits
• Reduced maintenance– 3:1 ratio becomes 1-1.5:1 ratio
• Improved effectiveness– Higher satisfaction, loyalty scores
• Better FTR– Builds loyalty, proves commitment to customer
• More customers willing to use self-service– Reduced costs of customer support
• Better leverage of resources– Talks to better ROI for company
• Shifts power to customer– More “social”, builds basis for collaborative
enterprise
now what?
• First, don’t panic – there is no forklift coming
your way
– Leverage, change, improve, and grow
• Second, understand the role that knowledge
plays in your service organization
– May not be as prevalent as you think
• Third, plan and strategize before committing
– It may, just may, not be the right move
• Fourth, as your progress, continue to improve
and innovate
– Never assume you got it right, intent is ever shifting