KM Megatrends: Social, Mobile, Global, Green
I’m doing a webcast with KMWorld and eGain next week on June 8th at 11am PT (click here to register!) on knowledge management (KM) megatrends. When we had our content planning call, we brainstormed on top trends in customer service, and every one of them had a tie-in to KM. We’ve divided up topics to discuss on the webcast, and I’m going to cover these 4 areas:
- Social media/social service: New channels, increased transparency, customer in control
- Mobility: Information access anywhere, anytime, on any device
- Globalization: Meeting needs of customers regardless of geography or culture
- Green Support: Reducing environmental impacts of support
I’ve blogged about some of these topics before, but the globalization angle is new. I’m adding a graphic here showing how many languages different industry segments currently support for phone, email and web self-service.
No surprise, consumer companies are out in front, but enterprise software firms are also far along the path to offering multiple languages across channels. Even small and medium sized businesses (SMBs) are getting in on the act. Why is this so important?
- Increased self-service adoption and success with local language versions. If you want to boost self-service success, offering content in the customer’s native language is a great place to start. Note that some companies are already WAY ahead in this effort, and here are a couple of “all star” company examples: 17 languages offered by Nikon (B2C), 32 languages offered by Xerox (B2B)
- Huge improvement in translation tools and KM capabilities to create/maintain multiple languages. I’ve given a couple of Recognized Innovator Awards to Language Weaver, who has the single best (and accurate) translation tool on the market. Also, KM vendors like eGain are now able to handle multiple languages in a single instance, with reference customers for proof.
- Cultural differences extend beyond language and can thwart success in other geographies. I’ve told the story before about how my first startup lost a big deal in Japan because of a stupidly designed icon in our product that was mis-interpreted as insulting by the Japanese prospect. North American companies have always tried to shove our approach to UI and workflow down everyone’s throats, but increasingly, we are seeing companies enter China starting not with sales, but development centers, building new product versions that are more in tune with local expectations, norms and culture.
I hope you can tune in next week to hear more, as well as additional megatrends to be covered by Don Muchow, Senior Solutions Consultant with eGain. Don always has great insight to share–not only has he been at eGain since 2003, but he also worked at early CRM vendor Scopus as well as Siebel, so he has seen a lot! Thanks for reading, and hope to see you on Tuesday!