Have You Refreshed Your KB Lately?
Like many people, I spent much of Christmas day doing tech support, setting up new toys Santa brought me. My favorite is a 3G Microcell cell phone tower from Cisco and AT&T that plugs into my DSL line and gives me–are you ready for this–FIVE BARS of cell service. A miracle for this mountain dweller, who has spent the last 5 years running out of the house and down the driveway to get more than 1/2 bar anytime someone called me on my cell. Another great toy is a Zomm, a Bluetooth ‘wireless leash’ for my phone. If you spend half your life searching for your cell phone, as I embarrassingly do, this is the gadget for you. It now hangs permanently around my neck and starts beeping anytime I’m more than 20 feet from my phone.
While setting up both of these systems was fairly easy, I did run into small problems with each and accessed self-help to solve the issues. And I ran into the same problem I have any time I attempt self-help–my problem doesn’t exist in the knowledgebase. It is beyond frustrating. You encounter a problem that many new customers are likely to run into, and there is nothing online to address it. Usually, you can find hundreds–or even thousands–of conversations in a forum about the problem, yet the knowledgebase contains not a single reference to the issue.
And that brings me to the point of this post. Having just pulled the latest and greatest self-service success numbers from the TSIA Benchmark for a white paper, and finding the average has now dipped to 39%–an all time low–I ask myself: are we doing all we can to ensure customers are successful with self-service? And the answer clearly is: no way, Jose.
It seems that most self-service systems I use are filled with content that has been prepopulated–what companies anticipate customers will ask, not what they actually ask. How often are you reviewing your most commonly ask questions, including discussion forum conversations, and making sure those issues exist in, and are easily found in, your knowledgebase? This is a critical step in knowledge maintenance, and my experience tells me it is overlooked by many companies.
So here is my challenge to you. Identify your top 10 most frequently asked questions by customers. And run a report to get this information, don’t assume you know what those 10 issues are! Then go to your self-service knowledgebase and try to find the answer to all 10, using simple user-oriented search terms. Even a truer test? Call one of your favorite customers and ask them to search your knowledgebase for all 10 issues, since they won’t know the automatic tags or search terms to use. If you can find all 10, you get my admiration and sincere thanks on behalf of customers everywhere. If you can’t find all 10, you have just identified a project to attack in 2011. And I’d encourage you to make it a priority.
Hope all of your new Christmas toys are up and running and delivering value, and if you do run into problems, you may want to start with the discussion forum–with a score of 3.5, it is kicking the knowledgebase’s ass. 😉
Happy New Year to everyone, and as always, thanks for reading!