Call Center Management Feature Article
August 20, 2013
Why Call Center Management Should Focus on the Quality Knowledge Base
By Susan J. Campbell, TMCnet Contributing Editor
Talk surrounding the quality customer experience often focuses on the performance of the agent and how they handle the customer on the other end of the line. But the live interaction is often the last leg of the journey for the customer. He or she likely encountered a number of digital commands before reaching the agent.
If call center management tools are not focused on delivering quality from the digital perspective as much as with the human interaction, an important step is missing.
The reality in customer service today is that we live in a world where it’s very easy to “Google (News - Alert)” something to get an answer. Consumers expect instant access and perfect performance. Having to wait in a queue or talking with an agent who doesn’t know the answer is not always acceptable. To combat this higher standard, a number of companies are turning to the knowledge base.
According to a Win the Customer post, the knowledge base that delivers on expectations will deliver information customers need immediately and in an organized fashion. This online library is built on the concept that anything and everything there is to know about a product or service is available with just a click. It’s easily described as an encyclopedia, yet much more fun to use.
To ensure customers will use the knowledge base, call center management will do well to make sure it’s easy to read. The answers provided to the customer’s questions have to make sense or the customer will become frustrated. That can lead to an unpleasant interaction with the call center, regardless of the skill level of the agent. At that point, the customer experience is poor.
The knowledge base also has to be easy to use. Too often, a knowledge base is built with great information that is very difficult to find. It’s not enough to build out the knowledge base according to the information customers want. The design and navigation should reflect user behaviors. Call center management needs to take a tip from Google and make sure results come back that match the results sought.
If customers can’t find the knowledge base, they won’t use it. A proven knowledge base software solution from a reputable provider is likely to include the search engine optimization work necessary to ensure customers can find the knowledge base. At the same time, it’s important that the website and other marketing materials direct users to it.
Finally, it’s also important that customer service agents contribute to the knowledge base. This means more than just adding a few articles to enhance the experience. Agents know what customers are seeking when they call; they know the most common interactions. If they contribute to the knowledge base according to their own knowledge, the experience overall is enriched.
The main point is to ensure this digital interaction is focused on delivering the same quality experience sought in the call center. When that becomes the priority, customer satisfaction soars.
Edited by Stefania Viscusi