THE SYNERGY BETWEEN CRM AND KM
CRM applications are systems of record that manage customer data. Knowledge Management (KM) systems, in the context of customer engagement, enable businesses to systematically capture knowledge from subject matter experts within the enterprise and social knowledge from online communities, social networks, and partners for use by customer-facing organizations and end-customers. When integrated, KM helps expand the business value of CRM, delivering transformational benefits such as better customer experiences, contact center productivity, and improved customer acquisition. KM systems are also able to enhance existing content management systems by adding a layer of findability and knowhow for content-enabled process automation.
HOW IT WORKS
There are many use cases of how CRM and KM work in tandem to deliver business value. A common one we see in our clientele is in the customer contact center where our award-winning knowledge solution is often used in conjunction with CRM. In fact, eGain Knowedge™ offers certified integrations with leading CRM systems.
When customers call, agents open a case in the CRM application, enter the problem description, and simply click a “solve” button. This, in turn, invokes a resolution path (for example, a set of search paths). Agents get to the solution using the path of their choice, “accept” it, communicate it to the customer, and close the case. The interaction, including the path to the answer and the knowledge base (KB) article that was used to solve the problem or sell a product, is recorded end-to-end in both the CRM and KM systems. Note that this is only one of many use cases.
BUSINESS VALUE
Over the years, eGain has worked with blue-chip clients worldwide, helping them leverage the combined power of knowledge and CRM to drive business value. Here are some examples:
- Premier home appliance manufacturer: $50M in savings by eliminating unwarranted truck rolls through knowledge-powered resolution processes
- Global knowledge and legal services solutions provider: 70% deflection of calls and emails, 30% reduction in content authoring time
- Leading telco provider: 42% reduction in unwarranted handset returns
- Global bank: 88% reduction in agent training time, 70% higher productivity through knowledge-powered account opening process in small business sector
BEST PRACTICES
Adopting best practices can help make the business case, implement knowledge, and sustain its business value. While there are many, here are some key ones to remember.
1. Quantify Value
Assessing expected and realized ROI before and after the deployment helps you justify the initial investment as well as continuous improvement of the CRM-KM solution.
Best Practice: Make sure the ROI metrics you use are aligned with business objectives. For instance, if your main business goal is to increase upsell and cross-sell, reduction in average handle time will be a conflicting metric. As you assess ROI, keep in mind that KM delivers ROI across a broad range of business problems. Some examples are:
- Deflection of requests for agent-assisted service through effective self-service
- Increase in first contact resolution and sales conversion
- Reduction in escalations, transfers, repeat calls, and average handle times
- Reduction in training time, unwarranted product returns, field visits, and staff wage premiums
2. Start With Depth
Unfocused deployments almost always result in a shallow KB that is full of holes like Swiss cheese. If agents and customers can’t find answers or receive inadequate or wrong information, they simply stop using the system.
Best Practice: Focus first on depth rather than breadth. Start with common questions on common products or lines of business and expand out over time.
3. Implement Best Practice Frameworks
Best practice frameworks have emerged over time in KM. For example, the KCS framework, advocated by the Consortium for Service Innovation (CSI), is a comprehensive methodology that helps improve speed of resolution, optimize resources, and foster organizational learning. Adopting frameworks like KCS is a win-win-win for customers, contact center agents, and the organization alike.
Best Practice: Look for “KCS Verified” providers to implement best and next practices in knowledge-centered customer support.
4. Maximize Findability
A GPS-style approach to search, where users can choose any of the multiple available paths to find information, dramatically improves knowledge base adoption. For example, new agents might fare better if they are guided through a step-by-step dialog, powered by technologies like Case-Based Reasoning (CBR), as opposed to keyword search.
Best Practice: Multiple search options such as FAQ, keyword and natural language search, topic-tree browsing, and guided help enable a broad range of users to quickly and easily find information. Make sure you leverage a unified multichannel knowledge platform for consistent answers across customer touchpoints.
Implementing these best practices, while making sure that the KM and CRM solutions are tightly integrated, will help you deliver transformative customer experiences as well as generate breakthrough value for the business! 
About eGain
eGain customer engagement solutions power digital transformation for leading brands. Our top-rated cloud applications for social, mobile, web, and contact centers help clients deliver connected customer journeys in a multichannel world. To find out more, visit http://www.egain.com.