A good knowledge base CRM integration should empower agents to do their jobs more efficiently. It should also enable customer self-service and, by doing so, positively impact customer service KPIs like ticket deflection, mean time to resolution, and customer satisfaction (CSAT).
The question, however, remains: is your knowledge base CRM integration all it can be?
It’s a big question, especially given all the moving parts in most CRM integrations. Still, here are four features that can improve agent productivity and supercharge your self-service experience.
1. Search, view, and navigate knowledge base content without leaving the CRM
Support agents need the ability to search for, view, and navigate help content without leaving the CRM or opening a new tab. Otherwise, locating help content can become a cumbersome, time-consuming effort that adds steps to an already time-sensitive job.
Similarly, agents need the ability to share knowledge directly with the customer with the click of a button. Again, support agents don’t have time to constantly search the KB, then copy and paste a link. And customers definitely don’t want to spend more time on the phone than they have to.
The solution is to give agents the ability to find and use KB content “in the flow” in as few clicks as possible.
2. Insights into customer behavior
If you make customers try something they’ve already tried to resolve their issue, watch the temperature of that support interaction quickly rise. Why? Because the customer’s perceived level of effort will be higher, and high-effort experiences beget frustration.
The solution is a CRM integration that includes end-user behavior analytics so that support agents know how customers attempted self-service before submitting a case. Which articles has the customer already seen? Where did he or she go for information before contacting support? Having data-backed answers to these questions can reduce the amount of time (and effort) required to close a case.
3. Collaborative content creation
If our subject matter experts have used a solution to close a support issue, wouldn’t it be better if that information was shared with other agents in case they, too, come across the same issue?
Another way to streamline your CRM integration is to give agents the ability to turn case resolution information into useful knowledge base content. This can give other support agents a leg up when dealing with the same or similar issues. It can also help you capture frontline knowledge and address content gaps that are silently hindering self-service.
4. Case linking
A key question that most support and knowledge base managers ask is, How useful is a given piece of content? Creating a direct link between cases and their solutions in the knowledge base can take out all the guesswork (and time to resolution) the next time a similar case rears its head. Seems like a no-brainer, right?
You’d be surprised how many knowledge base CRM integrations miss it.
Does your CRM integration do that?
If not, you might be missing a golden opportunity to improve your customer service KPIs and boost agent productivity. Making these four approaches part of your CRM integration won’t happen overnight.
At the end of the day, it really comes down to finding the right software solution.
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