How does your knowledge impact customers?
A challenging issue is grappling with how to use knowledge management to significantly improve customer service. For example, it can be challenging to provide personalised, relevant communication based on a customer’s attributes and past activity at an individual level.
Create a marketing persona representing customers, allowing you to focus better on knowledge management and content marketing efforts.
A knowledge management audit and new technologies can change sales and buying processes. The old way of researching, developing a compelling proposition, and marketing it with a campaign has changed. Today, it’s possible to create modular offers with multiple custom-built components at an individual customer level.
It will maximise the benefit and attractiveness to the customer when it’s most relevant. So, for example, just using a name in addressing a communication to an individual no longer qualifies as personalisation.
Some of the defining knowledge factors might include:
- How do you support customers?
- Purpose and activities of the organisation.
- Overall strategic direction.
- Your marketplace, its size, remoteness, and language.
- Speed to market.
- Organisational culture.
- The size of the organisation.
- Geographic spread.
- Educational levels of market segments.
- Staff skills and experience.
- Making use of technologies.
- Organisational history.
- Available resources.
Each organisation has a unique set of requirements to be managed. As a result, there is no “one approach fits all”. In reality, most organisations have well-meaning but poorly targeted knowledge management activities.
Activities that failed didn’t address a problem, frustration, want or need of the customer base or the other stakeholders within the organisation. So, how will you acquire new, practical and valuable knowledge?
Quotable Quotes.
“Practical business information knowledge will help to provide you with both insights and foresight to minimise the impact of adversity”. Peter Sergeant
“Practical knowledge drives the customer experience strategies, and an excellent customer experience hinges on finding precisely what the customers want first, then making it happen”. Peter Sergeant