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Content/Knowledge Management for Social Media

Following on from last week’s blog post, this week’s SOFTEL blog post looks a little more in-depth at the processes and procedures required to underpin a new Social Media Interaction Channel in Content/Knowledge Management.  A lot of this detail is similar to other “eServices” channels, such as Web Chat and email – however the fundamental difference here is that your responses will be sent out in the public realm, rather than to a targeted individual;

Because pretty much all of interaction streams within social media are “written words” (as opposed to “spoken words”), the approach and processes governing responses and interactions are fundamentally different. In essence they should reflect your brand, augmented by the personality of your staff. A good practice is to train staff in the fundamentals of your business and let them use the channel in very much the same way as they might, themselves. In this way, you can get the balance right between what your business needs – and what your customers (or potential customers) want.

Of course, there is more to achieving this than just training your staff. Which is where “Content” and “Knowledge” Management comes in. These are basically the ground rules and pre-scripts you would want you staff to refer to, in any given situation. These can range from standard response templates, through product fact sheets, onto screening rules and disputes and dispensations;

Content Management is the means of storing, updating, securing, collaborating and accessing the information and data required by Knowledge Management. These “buckets” of data areas need to be maintained and constantly kept up to date with any changes in the information store, along with updates made by staff to records relating to individual customers or accounts.

Knowledge Management is the basis of how and what business/product information is stored, retrieved, updated, implemented and referred to by your staff in the course of their work. It may take different forms and formats but the core values are stored within the information and context. Examples of these could be;

  • Standard Response Templates
    Agent Scripts
    Product Fact Sheets
    Screening and Response Rules
    Referral Rules
    Product Advisories
    Supplemental Service Levels
    Supplemental Performance Indicators

It may seem like a daunting task to create and maintain your core business values and information streams in this way. However, once these are set in place they can be re-used in other areas of your business; Sales & Marketing, CRM, Customer Accounts and a whole host of other areas will see the benefit from a solid core of business information and customer input.

Of course every business has different drivers and goals and, therefore, will need to determine a hierarchy of their wants and needs as the basis for Content and Knowledge Management – and we’ve barely scratched the surface, here. For a more in-depth view of how these processes can work for your business, we welcome the opportunity to help you put your own Content and Knowledge Management into practice.

 

If you would like more information or support integrating Content and Knowledge Management to your Contact Center channels, why not contact a member of the SOFTEL Team to discuss your requirements?