1. Seattle User Group Content Transformation & Knowledge Management
September 20, 2017

2. “Knowledge is an unending adventure at the edge of uncertainty"
Jacob Bronkowski

3. Objective: clear, cogent, accessible content
Authors
Technology
Audience
Governance
Objective: clear, cogent, accessible content
Transforming content requires implementation of foundational building blocks
Only then, can your business begin to focus on achieving the other objectives often associated with a knowledge management program:
Improved customer experience and satisfaction
Higher employee satisfaction and retention
Improved time to effectiveness (new/existing employees)
Efficiency gains (reduced handle time)
Increased profitability
Call deflection through web self-service
Content

4. Content Transformation creates content that…
Is transactional in nature:
Enables agent/customer self-service
Provides at-a-glance comprehension
A single topic / single thought
Focuses on “need to know” information
Is concise but thorough

5. Hands-on Illustration
You are a new agent, fresh out of training
You’re now answering service phone calls
You get your first call and customer question
Search the knowledgebase and identify this article that seems to apply:
“I returned my products two weeks ago, I got a receipt from UPS that they were delivered, but I still don’t have my credit. What do I do?”

6. Content Transformation Before/After

7. Content Transformation - Chunking

8. Content Transformation - Titling
Original Title:
Actual Article Contents…
Improved Title:
Documents the IVR experience customers have with actual verbiage and available selections
Integrated Voice Response (IVR)
IVR customer experience
Acme Reminders
Customer specific call instructions
Acme customer call guidelines
Website Troubleshooting Appointments
Instructions for managing one specific error message
No Available Appointments error message
Words or phrases agents should/should not use during calls
Absolute Superlatives
Words and phrases recommended for customer interactions
Questions and answers about changing an insurance plan mid-year
Deductible Transfer
Changing plans mid-year
Metal Levels
Comparison of Gold Medal, Silver Medal and Bronze Medal plans
Comparing plan levels

9. Content Transformation - Writing

10. Enablement Authors Content Audience Governance Technology
Authors and Subject Matter Experts (SMEs) identified and trained on content management
Focus on transactional knowledge development
Establish a “knowledge centric” culture of support
Authors
Technology
Audience
Governance
Agents
Agent Tiers
Customers
Develop a documented end-to-end process for content creation and publication
Establish guidelines for effective content review
Incorporate principles of content management methodologies such as Knowledge Centered Support (KCS)
Content
Identify or ensure the right technology is used to match your business needs
Ensure appropriate features and functionality are enabled / configured / optimized
Ensure knowledge is tightly integrated with other back-end support channels

11. Content Transformation Project Plan
Assess
Existing content amount / size / repositories
Current workflow and staffing
Existing duplication
Define
Content style & writing guidelines
Ontology / Taxonomy
Key Performance Indicators to demonstrate value
Plan
Prioritize (80/20)
Staff
Develop a migration and change management strategy
Training plan
Tackle
Chunking
Re-writing
Tuning & Optimization

12. Eventus Knowledge Management Practice
Terri Hansen – Senior Consultant, Knowledge Management
More than 12 years of experience as a project manager, business analyst, solution consultant, and client success manager. My unique focus is on proactive, and highly effective customer engagement with Knowledge Management at its core. My expertise is understanding the impact your business has on your customer's journey and how to proactively increase conversion, average revenue, improve service offerings, and build brand loyalty by leveraging CRM solutions.
At Eventus, my work reaches beyond the technology to help clients establish an infrastructure of human resources, governance, and performance measurement to effectively support a Knowledge Management program. I’ve helped hundreds of clients apply solutions that achieve their individual business objectives, while incorporating their unique company culture, and enhancing their customers' experience.
Cloud Service 2016
Certified Implementation Specialist
Whitepapers:

13. Thank You!