Most organisations sit on an enormous amount of customer knowledge: interaction history, purchase patterns, complaint records, demographic information, product usage data. Much of it is collected, stored, and never used effectively.
This represents a significant missed opportunity. Customer knowledge, applied intelligently, is one of the most powerful tools available for improving customer experience and driving business outcomes.
The Knowledge Problem
The challenge isn’t usually collecting data — organisations collect plenty of it. The challenge is making that data accessible and usable at the moment it’s most valuable: when an agent is on a call with a customer.
Information buried in a CRM database that requires three clicks and a search to access isn’t useful during a live interaction. Knowledge that needs to be looked up in a separate system, cross-referenced with another, and interpreted before it can be applied adds handle time and creates the risk of errors.
The ContactSuite Approach
Telnet’s ContactSuite CRM and SenseIQ knowledge management system are designed to solve this problem. Customer context — history, preferences, previous interactions, known issues — is surfaced automatically when an agent begins a new interaction. The agent doesn’t need to search; the relevant context comes to them.
Similarly, product and process knowledge is surfaced based on the context of the interaction. If a customer starts asking about billing, relevant billing information and processes appear. If the conversation shifts to a service issue, service information comes forward.
Turning Knowledge into Advantage
Organisations that use customer knowledge effectively can personalise interactions, anticipate needs, and resolve issues more efficiently. Those that don’t leave their agents — and their customers — to navigate interactions without the context that would make them better.
If knowledge is power, then making that knowledge accessible at the point of need is how you harness that power.
