Too often, companies focus on their internal workgroup needs and forget to align cross-departmentally to solve for the customer. This is a big miss since it’s the customer that matters most. A majority of organizations find this lack of alignment in their content and knowledge implementations.

What siloed content looks like

The Product team produces documentation and publishes it as files (PDF and maybe HTML). The Support team can’t find the right information in the static documentation so they recreate parts of it in their support agent knowledge base. Then, the Training team and Customer Success produce different content and videos in piecemeal silos to help the client achieve specific outcomes.

People who’ve worked there longest can find parts of what they need, but no one really has a complete picture. Meanwhile, the customer can’t get the consistent information they need to buy, succeed, or renew.

Content alignment

Unifying and blending these various content types for effective self-service creates a measurable business transformation in terms of renewals, upsells, Net Promoter Score, late-stage sales conversions (technical close), and customer analytics. David Kay published a great article about this recently and provides a Knowledge-Centered Service (KCS®) approach to this unification.

KCS Principles Can Fix Content Management

The KCS® methodology is a registered service mark of the Consortium for Service Innovation.

Additional categories: Customer Experience, Knowledge Management