What do you think the future holds in terms of knowledge management and use in marketing applications
Marketers are interested in a narrower set of activities that focus on integrating front-and back-office services and delivering information to customer service personnel and decision makers when and where they need it.
How do we take the ever-growing streams of customer data from all sources and fashion them into knowledge that is usable in two key ways?
To enable human agents to do their work better, faster, and in a way that provides maximum customer satisfaction.
To create automated system that perform at least as well as the most skilled human agent. Companies today can partially do this.
Frank and Sally mortgage example:
Two actions are taken place immediately, A personalized sitelet is constructed with information such as account balance, contact info, if they qualify for a lower interest rate.. It goes a step further, because it is a web page that contains their name in the URL & has links to all basic information, such as FAQ’s about mortgage applications.
Transforming data collected to useful information for decision making.
Knowledge continuum: Data (raw, unprocessed)à analyzeà information (for decision makers)à add expertiseà knowledge (make workers more productive and automate systems
Explicit knowledge: readily available, knowledge of skilled workers can be articulated, communicated to others, incorporate into decision support or automated marketing systems (ex good counselor)
Tactic knowledge: knowledge not articulated, subconscious and difficult to communicate Integrating front-and back-office (internal, non customer facing systems) services and delivering information to customer service personnel and decision makers when and where they need it is crucial to marketers. Marketers must deliver products and services seamlessly through multiple channels at times and places demanded by the customer to create great customer experience. Enterprises need to create usable knowledge from the resources they have (customer data and the expertise of best workers).
-to enable human agents to do their work better, faster, and in a way that provided maximum customer satisfaction
to create automated systems that perform at least as well as the most skilled human agent
Knowledge based policies can be used to support customer interaction through automated systems and human agents.
It is easier to incorporate explicit knowledge than tactic knowledge into knowledge based policies.
Think about your own Internet experience, can you think of a specific encounter in which information or knowledge clearly improved your interaction with a human agent? Can you think of an encounter in which the human agent lacked the information or knowledge to make your experience satisfactory? Be prepared to discuss both positive and negative experiences and what could have transformed a negative encounter into a positive one.
Merrick Bank – I had a problem with one of my cards! I called the bank from my home and they immediately knew who I was and why I was calling because they were able to identify me through my home number. They just asked for my password, and they immediately solved my problem, the RFID chip in my card had been crushed, so they had one ready for me near my home!
T-mobile USA – I had a network data connection error between the recognition of my SIM card and the networks data-registration. I called up T-mobile customer service, and I had to explain to the person on the other line who they had to transfer me to, and why, they couldnt pull up my information right away since i was a new customer and they person tried to solve my problem but I knew that he couldnt. Finally after 2 hours of explaining and verification I got the help i needed!