Slide deck from the Webinar with KANA Software to discuss the rise of knowledge infused processes, evolution of knowledge in the organization, and providing better self-service solutions.

1. knowledge infused processes
the solution to self-service woes
esteban kolsky
thinkjar

2. we have been doing self-
service for a very long time,
but not since the beginning
have we strayed this far from
the needs of the user

3. problem? it is a matter of perspective

4. organizations and consumers see
self-service as two different things
organizations
customers

5. organizations see it
As a cheap replacement for
phone calls
organizational
As a delivery mechanism
perspective
Not as and experience-
centric last step in solving
the customers’ problems or
issues as they matter
As a tool for customers to
help themselves, or not

6. customers see it
Organizations trying to
push customers away
Better than being on hold
perspective
customer
on the telephone
A hard place to find what
they need, not all answers
are available
Organizations don’t listen

7. self-service zen
consider the three elements of the
inquiry to deliver to expectations
content what do they need?
context how do they need it?
intent why do they need it?

8. self-service zen
consider the three models of self-
service to deliver to expectations
transactional
informational operational

9. next step in the evolution of service:
knowledge-infused processes
knowledge infused process
analytics-driven
knowledge-driven process
proactive agent
self field
service

10. problem with traditional process
inquiry a
knowledge
self-service interface
answer 1
informational
customer
inquiry a.1 data
answer 2 transactional
system
inquiry a.2
operational
Answer 3
analytics
organization
event

11. knowledge infused processes (kip)
• why do we need a new name?
– defines the objective, not function
– focuses on the action of infusing knowledge into
the process, not the process
• what does it mean?
– knowledge becomes one part of the answer, not
the answer or solution
– considers content, context, and intent before
merging informational, transactional, operational
data and needs to complete answer to customer
– customers have complete better answers, faster

12. knowledge infused process model
knowledge
self-service interface
customer
inquiry data
answer kip
system
analytics
organization
event

13. three steps to kip in service organizations
1. find the right processes
proper mix of knowledge, transactions, operations
highly accessed by customers
2. determine their path to kip
what operations, transactions, and knowledge they
access
how is that data and information moved in and out
how it can be summarized into a single transaction
3. test, deploy, test, improve, test, release
can never tell how it will work before you do it

14. kip feeds new customer service
business
enterprise applications
crm
service
agent
tools
knowledge
repositories
communities
support
self
tools
service
marketing feedback
sales

15. kip helps improve experiences
efficiency effectiveness
company customer
customer
centric
process evolution
experience
loyalty value

16. kip brings substantial benefits
• Reduced maintenance
– 3:1 ratio becomes 1-1.5:1 ratio
• Improved effectiveness
– Higher satisfaction, loyalty scores
• Better FTR
– Builds loyalty, proves commitment to customer
• More customers willing to use self-service
– Reduced costs of customer support
• Better leverage of resources
– Talks to better ROI for company
• Shifts power to customer
– More “social”, builds basis for collaborative
enterprise

17. now what?
• First, don’t panic – there is no forklift coming
your way
– Leverage, change, improve, and grow
• Second, understand the role that knowledge
plays in your service organization
– May not be as prevalent as you think
• Third, plan and strategize before committing
– It may, just may, not be the right move
• Fourth, as your progress, continue to improve
and innovate
– Never assume you got it right, intent is ever shifting