Smart Knowledge Management Uses Context
I’m sure by now many of you are aware of the recent social media event involving a picture of a dress. You may remember that dress—the one that triggered a social media debate over its colors. Some of us saw the dress as blue and black, while others saw it as white and gold.
The reason that some people saw the dress differently was because we were unable to fully understand the context in which the photo was taken. Because of how closely the dress was photographed, the lack of visual cues on the ambient lighting resulted in completely different interpretations of the colors. Missing information—in this case, context—can have a big impact.
Context is something that clarifies the meaning of a piece of data or information. Marketers have long understood the importance of context, tailoring their message to specific events and individuals. If we want an advertisement to resonate with an audience, we have to understand the context in which it will be seen or heard.
Context marketing connects communication to the point when it’s most effective or relevant, and goes beyond simple content marketing. That’s because it inserts timing into the equation. It attempts to remove the “pray” from “spray and pray” marketing.
The same approach applies to knowledge management. When a piece of knowledge is presented to a customer or an employee, we want to give that piece of knowledge the best chance of getting read or consumed by its target audience. Knowledge management therefore requires context. To give the piece of knowledge the best chance of being read, to make it effective, we should help ensure that it closely relates to the customer type, issue or even the stage of the process the employee is working on.
It is important to give a piece of knowledge to the agent at the point where it is most relevant, and not inundate or swamp the customer service agent with multiple pieces of content, possibly diminishing their effectiveness.
Verint Knowledge Management uses contextual information from both customers (e.g. product, location, account type) and employees (role, availability, skills, experience) to automatically filter the available knowledge base to a fraction of the available data and improve the accuracy and relevance of the information provided to employees and customers. It helps our customers use knowledge in smarter ways – to personalize and time knowledge delivery to employees and customers to when it will be most effective.
Context marketing attempts to make the marketing message unique for each customer; it makes it personal, efficient and hopefully successful. In customer service, we are looking to achieve the same results: personalization, efficiency and success. To do, this context is critical.
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