1. Supporting Customer Advocacy With Intelligent Knowledge Management
Steve Pfeilsticker
May 8, 2017

2. Introduction Who is Steve Pfeilsticker? What is Express Scripts?
Sr. Business Systems Analyst – Express Scripts
17 years of experience in technical writing, web/system development, and project management.
Primary Architect of KMS at Express Scripts
What is Express Scripts?
Largest prescription benefit plan provider in the US
Make the use of prescriptions drugs safer and more affordable for our members
Handle millions of prescriptions each year through Home Delivery
Revenue >$100B

3. Three Key Takeaways
Define customer advocacy and how you can positively impact it
Understand lessons learned at Express Scripts that could apply to your organization
Learn 10 key principles for developing your own KMS as a means to support customer advocacy

4. Laying the Foundation
Express Scripts / Medco Merger – 2 separate KMS in play
Directive to “Enhance the Member Experience”
Conducted Focus Groups and Surveys to gain understanding
Challenged ourselves to solve the problem from both ends:
Creating an environment of customer advocacy with better, top-of-the-line tools and documentation for our agents
Ensuring our members were receiving the level of service and quality they so rightfully deserved.

5. Customer Advocacy Accuracy Courtesy Efficiency
Understanding what customers want:
Accuracy
Courtesy
Efficiency
Create advocacy by helping the customer feel:
Acknowledged
Valued
Confident
Represented
Respected
Informed
Supported
Quality Time = Positive Member Experience
Not easy as there are barriers that exist
Pressure to achieve handle time metrics
Difficulty with their reference materials

6. Our A-HA!!! Moment First step, understand the problem:
Focus groups and surveys
Shadowing (Direct or Indirect)

7. Our A-HA!!! Moment Second step, look for patterns or recurring themes:
Knowledge Management tools and resources didn’t set them up for success
Tools were difficult to use
Information was hard to locate

8. Our A-HA!!! Moment Third step, solve the problem:
We’re not just Customer Advocates, we’re also Employee Advocates
Shift from the original vision
Continuous coaching wouldn’t solve this problem.
What is the one common thread?
DOCUMENTS…DOCUMENTS…DOCUMENTS

10. Principle 1: Get Your Bearings
Define where you are and Determine where you want to go:
Understanding the Myth
What is the culture?
Expected Memorization of SOPs
Documentation is Static
Information easily located
Define the Gaps
Separate reality from the desired outcome
Is there consistency and organization
Efficient Writing = $$$ savings
Know the Pain Points
Root cause for not performing optimally.
Lack of agility in processes
Too much overhead
Lack of standardization
System Inefficiencies/Inadequacies

11. Principle 2: See Your Destination
Establish a mission and a vision
Develop an enterprise-wide knowledge management system that integrated context-specific knowledge management within the user’s service system to improve efficiency and quality, and reduce operating costs.
Brainstorm and trystorm potential ideas
Develop multiple POCs and measure value

12. Principle 3: Sell Your “Why”!
A solution is only as good as what you are going to get from it
What are the benefits?
How will it enhance the customer experience?
Will it increase efficiency?
Will it reduce overhead?
Strategy is key!
Establish a direction
Think broadly
Think long term

13. Principle 4: Understand the Technology
Know your tools and what they can do
Utilization breeds potential
Assess feasibility within the design framework
Know its flexibility and adaptability
Understand any possible limitations

14. Principle 5: Catalog Your Content
Lists are OK…but it’s all about the Metadata, Metadata, Metadata
Increase efficiency and organization
Reporting
Dynamic Searching
Create meaningful relationships between your documents
Taxonomies and Ontologies

15. Principle 6: Reuse is Good
Why reinvent the wheel?
Avoid duplication >>> Bad things happen!
Stay in tune with ways to repurpose (or single-source) content
Create a content catalog
Utilize snippets

16. Principle 7: Know Your Audience
Two common mistakes
Language and/or Terminology is way too advanced
Ask yourself, “Would I find this meaningful?”
Employ a Quality Assurance (QA) Peer Review Strategy
Documents are displaying for people who have no reason to see them
Is the metadata correct?
Are the targets valid?

17. Principle 8: Avoid Overload
Keep the reader’s cognitive load in check
Too much information can cause overload
Results in the reader missing important information, or losing interest
Simple strategy >>> Content visible/hidden based on reader discretion.

18. Principle 9: Search Optimization
What makes for a positive search experience?
Relevant search results
Good ranking
One-click access to content
How to create the experience?
Make the content relevant
Think dynamic >>> Utilizing a metadata schema
Promote results
Utilize Reports >>> Know what users are finding and NOT finding

19. Principle 10: Hone the Experience
It’s not all about the documents and the technology
Consider the following 5 things you can do to hone your KMS:
Give your users a voice
Establish document ownership
Continuous monitoring
Focus on continuous improvement
Launch a change control group

20. Bonus >>> Principle 11: Don’t Be Stagnant!
Writers: Be aware of current writing trends and strategies
Documentation Managers: Think about continuous improvement
Administrators: Make search engine optimization (SEO) a priority

21. Three Key Takeaways
Define customer advocacy and how you can positively impact it
Understand lessons learned at Express Scripts that could apply to your organization
Learn key principles for developing your own KMS as a means to support customer advocacy

22. Questions? Comments? Let me know!
Steve Pfeilsticker
@sjp2210
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