Every company wants its customers to be satisfied and remain loyal. So it’s important that customers have a positive experience at every touch point of the customer journey. To make sure this can happen, the discipline of Customer Experience Management has been around for some time. Having the right knowledge available at the right time is a key success factor for customer satisfaction.
Successful Customer Experience Management (CEM or CXM) basically requires the right knowledge at every point of the customer journey. If the field service can answer important questions immediately, the customer can find answers quickly online or the service employee can provide good support on the phone, the emotional bond between the brand and the customer is strengthened.
Customers expect: Knowledge must be available
Knowledge supports potential customers in their purchase decision and creates a positive customer experience when it is available in the right depth and in the right place: on the website, an app or during a call. Professional knowledge management often starts with a customer journey analysis.
What is a customer journey?
The term customer journey comes from marketing. It divides the buying process into individual steps – from the first contact with a company to the detailed information needs of a customer before the purchase. The customer journey should include all essential touch points between the company and the potential customer as well as the customer’s information needs. The customer journey can be very short for chewing gum, days for a trip to South Africa, and months for a high-value industrial machine.
Once the individual customer journey is analyzed, companies know the touchpoints and should now provide the relevant knowledge there. Here, the companies who have stored the knowledge centrally, maintain it and make it available to all departments have an advantage. A good knowledge management software not only collects and distributes knowledge, it also integrates editors: They prepare the knowledge in a target group-oriented way and put old information into the trash. This makes knowledge fresh and understandable – which is especially important when it is displayed live on a website.
The knowledge in the special software can now be channelled to the touchpoints: it will be available on the website, in the FAQs, the field service has access and the call centre. However, the knowledge cannot only be accessed via so-called tree structures, from the specifics to the details, but it can also be displayed context-based in other software applications: For example, the customer looks for a hammer drill in the online shop and is shown valuable bits of knowledge about drilling in concrete. The good customer experience management is continued with the order: The customer receives, for example, a note about the sale of a possibly existing old device.
Customer Experience Management – internally also essential
Knowledge management also has an internal effect – because companies should also perceive their employees as customers: Thus, colleagues from marketing and sales can be provided with up-to-date, well-prepared documents via the CEM-System. This saves You the search time on a server and the puzzling around the question: Is this price list really the latest version?
What defines good knowledge management software:
- Employees get the knowledge they need in the shortest possible time.
- Editors maintain the content of the system.
- Existing software can access the knowledge in the system via interfaces.
Knowledge management also makes the onboarding of new employees much easier. Comprehensive, up-to-date information is available to new colleagues in a clear and structured manner – another good customer experience that enhances loyalty.
You see: Knowledge management is a key element of a successful customer journey. If you want to professionalize the customer experience with knowledge management, here is a solution for you: www.getsabio.com. Alternatively, please contact us if you would like to a demonstration or trial of SABIO to explore this new feature.
Like to talk to the people behind this article? Just give us a call, we’d love to hear from you:
Hendrik Buske
Head of Sales
Telefon: +4940 851927-0
Email: join@sabio.de
