In an effort to secure greater customer loyalty and gain substantial competitive advantage, leading organisations are striving to deliver an enhanced experience to their customers. Customer experience or CX, has become a critical aspect of business management. More than 82% of organisations today regard CX as a competitive differentiator, while over 75% believe that it increases profits and revenue.

1. How Knowledge Management Can
Transform Your Customer Experience
Presented by: Krishna Baidya
Jason du Preez
Steve Nu8all

2. Presented by…
Krishna Baidya
Assoc. Director, Head of Customer
Contact Research
Frost & Sullivan
Jason du Preez
VP Engagement Management APAC
Verint
Dr. Steve Nu8all
Head of Customer Experience
Research
FiLh Quadrant

3. Content
1. What is Knowledge Management and why does it ma8er?
2. What are the benefits of an effecUve Knowledge
Management system?
3. Where are you now with your approach to Knowledge
Management and where do you need to be to succeed?

4. 1
What is Knowledge
Management and why
does it ma8er?

5. In a changing business environment, managing
and delivering on customer expectaEons are
becoming one of the top prioriEes for
organisaEons.

6. Today’s digital customer
expects the following from
an experience:
• Services that are easy to access
• A fast and responsive service
• Immediate resoluUon
• Expert support staff
• Personalised and contextualised
services
But, the gap between these expectaUons
and the reality of the experience is
growing.

7. What is Knowledge Management and why does it maJer?
What is Knowledge Management?
An organisaUons’ strategies, policies and processes that are in place to create, transfer and retain
knowledge.
Why does Knowledge Management ma8er?
A well-designed Knowledge Management system plays a crucial role in bridging the gap between
customer expectaUons and an organisaUon’s ability to deliver on these expectaUons.

8. 2
What are the benefits of
an effecUve Knowledge
Management system?

9. An effecEve Knowledge Management system should enable
organisaEons to strengthen customer loyalty, retenEon and
lifeEme value by:
• Providing an experience that delights customers
• Empowering employees through enhanced engagement
• Delivering a posiUve impact on business outcomes

10. For Your ConsideraEon
How does your organisaUon’s Knowledge Management
system impact the Customer Experience?
• No significant impact
• A moderate impact
• A significant impact

11. Research by Fi-h Quadrant Base: All
respondents (n=1061)
12% 19% 69%
Disagree (1-2) Neither agree nor disagree (3) Agree (4-5)
EffecEve use of Knowledge Management
Please tell us if you agree or disagree with the following statement about knowledge in your organisa6on – Outcomes
Your organisaUon uses its knowledge to provide a superior quality of service to its customers

12. Benefits to Customers
• Customer history – no need to
repeat informaUon/data
• Contextual knowledge
• Shorter calls; shorter AHT
• Fewer calls; higher FCR
• Be8er and more accurate
answers
• Personalised services
CASE 1
Leading European mobile retailers saw a
stark increase in contact deflecUon of 27.3%,
while markedly improving NPS by 12 basis
points aLer implemenUng a knowledge
management system 12points
NPS
increased by

13. Benefits for Support Staff
• Easy-to-use interface
• Contextual knowledge
• Unified informaUon repository
• Guided scripts
• Shorter AHT
• Informed and empowered
agents – higher issue resoluUon
• Reduced training Umes
• Fewer angry customers
• Real-Ume view of their
performance
CASE 2
One of the largest global insurance providers
realised a massive decrease in agent training
costs by 50%, and a sharp drop of 30% in
complaints
30% Drop in complaints

14. Benefits to OrganisaEon
• Increase in saUsfied customers
• Increase in revenue
• Enhanced agent producUvity
• Shorter agent training Umes
and associated costs
• Lower agent turnover
• Higher producUvity
• Real-Ume monitoring and
reporUng tools
CASE 3
A major Australia outsourced markeUng
services company realised a significant
drop of 25% in AHT and a dramaUc reducUon
in agent training Ume to one week from four
aLer deploying a knowledge management
soluUon
CASE 4
25%
AHT drop of
Top American consumer electronics brand
significantly reduced call misrouUng by 40%
and saw a sharp rise in revenue by 5.9% aLer
knowledge management implementaUon
5.9% Rise in revenue

15. Research by Fi-h Quadrant Base: All respondents (n=1061)
EffecEve use of Knowledge Management
Please tell us if you agree or disagree with the following statement about knowledge in your organisa6on – Outcomes
17% 25% 58%
15% 31% 54%
14% 25% 61%
15% 34% 50%
Disagree (1-2) Neither agree nor disagree (3) Agree (4-5)
Your organisation has successfully used its existing product, service and process knowledge to expand into new markets
Your organisation is very effective at using existing knowledge to develop new products and services
Your organisation has gained competitive advantage over other organisations in its industry through the leveraging of its knowledge
Your organisation has increased its profits by leveraging its knowledge

16. 3
Where are you now with
your approach to
Knowledge Management
and where do you need to
be to succeed?

17. 15%
20%
24%
21%
21%
19%
64%
59%
57%
Disagree (1-2) Neither agree nor disagree (3) Agree (4-5)
How Australian OrganisaEons Approach Knowledge
Management
Please tell us if you agree or disagree with the following statements about knowledge in your organisa6on
Research by Fi-h Quadrant Base: All
respondents (n=1061)
Employees at your organisation are encouraged to preserve, share, or increase the organisation’s knowledge
Your organisation’s culture encourages employees to share knowledge
Employees in your organisation have access to all the information required to effectively service your customers

18. Building the pillars for the ideal Knowledge Management system
A single system adopted business wide
Fully integrated with other enterprise applicaUons
A robust technology plaqorm
OpUmises
Customer
Experience
Increases
OperaUonal
Efficiency
Engages
Employees
Reduces Cost-
to-Serve
RetenUon
Loyalty
Underpinned by a holis0c approach to Knowledge Management that strengthens customer life0me value

19. For Your ConsideraEon
Does your organisaUon have a single Knowledge
Management system that is fully integrated?
1. Yes
2. Partly
3. No

20. Why are the benefits
not realised?
Barriers
• Absence of a clear customer
experience strategy
• Standalone knowledge
management lacking customer
centricity
• Sca8ered knowledge resulUng in
inconsistencies
• Inadequate/ outdated informaUon
damaging trustworthiness and
reducing future usage
• Lack of competence in capturing
insights and improving service
experience

21. Right partner is crucial for Knowledge
Management implementaEon
ImplemenUng Knowledge
Management in customer service
organisaUons can have a profound
effect on the quality and efficiency of
service operaUons and deliver
quanUfiable business benefits
APPROACH
Knowledge-
Centred
OrganisaEon
User
Experience
Content
Culture Metrics
Governance Engagement

22. Five criEcal
quesEons to
leverage enterprise
knowledge for
delivering an
enhanced customer
experience

23. 1.
ü 1. Do you have a clear
understanding of knowledge
across your organisaUon?
AggregaUng all knowledge across an enterprise in a single
system, integraUng with enterprise systems, and
centralising all of the content to enhance knowledge
access helps to accelerate learning and ensures
consistency of informaUon across all touchpoints.

24. ü
.
ü
.
ü
.
2.
ü 2. Is knowledge in your
organisaUon accessible and
acUonable?
The real value of enterprise knowledge relies on the
appropriateness of answers in issue resoluUons and the
easy accessibility of the right informaUon at the Ume of
need. It is also important to have a feedback loop to
drive quality and performance of exisUng knowledge.

25. 3.
ü 3. Is the exisUng knowledge
within your organisaUon updated
and useful?
It is of utmost importance that informaUon within the
knowledge base remains fresh and relevant. The
knowledge base needs to be easily updated and
maintained to take advantage of the team’s collecUve
experience to date.

26. 4.
ü 4. Is Knowledge Management
part of your workflow?
OLen Knowledge Management iniUaUves fail as they
lack updated informaUon. The soluUon should foster
collaboraUon by shiLing the focus from an individual
to the wider team, and by integraUng the soluUon
within the workflow. Eventually, this can be further
enhanced by leveraging automaUon.

27. 5.
ü 5. Are you able to measure the
impact on business performance?
OrganisaUons must closely monitor their exisUng
knowledge systems and its usage and effecUveness of
delivering the desired outcome. Otherwise, organisaUons
are likely to falter when it comes to idenUfying
opportuniUes to improve business metrics (e.g.,
deflecUon rate, AHT, FCR, ASORA, and NPS).

28. For Your ConsideraEon
Where is your organisaUon at in having a clear
Knowledge Management structure?
1. At the forefront
2. Room for improvement
3. Considerably behind

29. Thanks for viewing
How Knowledge Management Can
Transform Your Customer Experience
Please consider sharing across your professional network!

30. For more informaEon visit…
www.verint.com
ww2.frost.com
www.fiLhquadrant.com.au