Seattle User Group Content Transformation & Knowledge Management September 20, 2017

“Knowledge is an unending adventure at the edge of uncertainty" Jacob Bronkowski

Objective: clear, cogent, accessible content Authors Technology Audience Governance Objective: clear, cogent, accessible content Transforming content requires implementation of foundational building blocks Only then, can your business begin to focus on achieving the other objectives often associated with a knowledge management program: Improved customer experience and satisfaction Higher employee satisfaction and retention Improved time to effectiveness (new/existing employees) Efficiency gains (reduced handle time) Increased profitability Call deflection through web self-service Content

Content Transformation creates content that… Is transactional in nature: Enables agent/customer self-service Provides at-a-glance comprehension A single topic / single thought Focuses on “need to know” information Is concise but thorough

Hands-on Illustration You are a new agent, fresh out of training You’re now answering service phone calls You get your first call and customer question Search the knowledgebase and identify this article that seems to apply: “I returned my products two weeks ago, I got a receipt from UPS that they were delivered, but I still don’t have my credit. What do I do?”

Content Transformation Before/After

Content Transformation - Chunking

Content Transformation - Titling Original Title: Actual Article Contents… Improved Title: Documents the IVR experience customers have with actual verbiage and available selections Integrated Voice Response (IVR) IVR customer experience Acme Reminders Customer specific call instructions Acme customer call guidelines Website Troubleshooting Appointments Instructions for managing one specific error message No Available Appointments error message Words or phrases agents should/should not use during calls Absolute Superlatives Words and phrases recommended for customer interactions Questions and answers about changing an insurance plan mid-year Deductible Transfer Changing plans mid-year Metal Levels Comparison of Gold Medal, Silver Medal and Bronze Medal plans Comparing plan levels

Content Transformation - Writing

Enablement Authors Content Audience Governance Technology Authors and Subject Matter Experts (SMEs) identified and trained on content management Focus on transactional knowledge development Establish a “knowledge centric” culture of support Authors Technology Audience Governance Agents Agent Tiers Customers Develop a documented end-to-end process for content creation and publication Establish guidelines for effective content review Incorporate principles of content management methodologies such as Knowledge Centered Support (KCS) Content Identify or ensure the right technology is used to match your business needs Ensure appropriate features and functionality are enabled / configured / optimized Ensure knowledge is tightly integrated with other back-end support channels

Content Transformation Project Plan Assess Existing content amount / size / repositories Current workflow and staffing Existing duplication Define Content style & writing guidelines Ontology / Taxonomy Key Performance Indicators to demonstrate value Plan Prioritize (80/20) Staff Develop a migration and change management strategy Training plan Tackle Chunking Re-writing Tuning & Optimization

Eventus Knowledge Management Practice Terri Hansen – Senior Consultant, Knowledge Management More than 12 years of experience as a project manager, business analyst, solution consultant, and client success manager. My unique focus is on proactive, and highly effective customer engagement with Knowledge Management at its core. My expertise is understanding the impact your business has on your customer's journey and how to proactively increase conversion, average revenue, improve service offerings, and build brand loyalty by leveraging CRM solutions. At Eventus, my work reaches beyond the technology to help clients establish an infrastructure of human resources, governance, and performance measurement to effectively support a Knowledge Management program. I’ve helped hundreds of clients apply solutions that achieve their individual business objectives, while incorporating their unique company culture, and enhancing their customers' experience. Cloud Service 2016 Certified Implementation Specialist terrihansen@eventusg.com https://www.linkedin.com/in/terrihansen Whitepapers: http://www.eventusg.com/knowledge-managment

Thank You!