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* ROI from Findability: How Knowledge Management Unlocks Business Value of
Content Management
HOME
ROI FROM FINDABILITY: HOW KNOWLEDGE MANAGEMENT UNLOCKS BUSINESS VALUE OF CONTENT
MANAGEMENT
Content management (CM) solutions and processes offer businesses a scalable
framework to create, store, publish, and archive content across intranet, web,
and print channels. What they don’t do well is help employees and customers find
the right content when they need it.
--------------------------------------------------------------------------------
This “knowing-doing” gap in enterprise content can be bridged by CM solutions
working in tandem with knowledge management (KM) solutions.
--------------------------------------------------------------------------------
THE “KNOWING-DOING” GAP IN ENTERPRISE CONTENT
Enterprises that have invested in good CM tools end up with a well-implemented
process for creating, reviewing, approving, storing, retrieving, and archiving
digital content. Therefore, they have content to address most needs of their
employees and customers somewhere in the CMS—the system may even “know” the
answer to almost every inquiry from an employee or customer. However, the only
piece of this content management (CM) process that actually delivers business
ROI (return on investment) is the retrieval process.
--------------------------------------------------------------------------------
Most CM tools, unfortunately, equate retrieval to search. Search, as an access
method, does not work well in intranet content frameworks.
--------------------------------------------------------------------------------
As a result, while these companies manage to reduce the cost of developing and
managing content, they continue to struggle in delivering the right content to
any user—customer, partner, supplier, or employee—at the moment of interaction.
This “knowing-doing” gap usually stays unfulfilled.
THE FATE OF CM (WITHOUT KM)
Most CM investments, not surprisingly, are justified based on IT-driven lower
total cost of ownership (TCO) benefits, whereas most KM investments aim for
business-driven higher ROI benefits.
Large organizations have invested heavily in Content Management technology and
process, but not bothered to augment their CM investment with a complementary
Knowledge Management capability. They have large teams working on content
creation, approval, and aggregation, who create a mountain of content that is
available for the enterprise and its customers.
When we ask them what ROI they get from their CM investments, we get a surprised
look. “CM is not about ROI, it is a required investment,” they say. “Every
enterprise must have a CM strategy and process.” But they have never really
thought about quantifying the business benefits of Content Management. Maybe,
they are able to deliver better quality content to their audience. But they are
not sure; they do know that they are able to manage content assets more
efficiently.
When we persist and ask them, “Do you know how your employees and customers
actually use all this content? Can they find the content they need? What content
do they find useful? Are there gaps in what content they are looking for and
what you are delivering?” they are convinced that you are a spy of the CFO,
someone who wants to squeeze ROI out of an IT project.
--------------------------------------------------------------------------------
THE TRUTH IS: CONTENT MANAGEMENT IS NOT MEANT TO DELIVER ROI;
KNOWLEDGE MANAGEMENT IS.
--------------------------------------------------------------------------------
Knowledge Management leverages Content Management content assets, while focusing
on delivering measurable business benefits like improved first-call resolution
rates, reduced training time, reduced escalation, and improved customer
experience in the contact center, branch offices, website, and other knowledge
portals.
KNOWLEDGE MANAGEMENT MAKES CONTENT MANAGEMENT INVESTMENT PAY OFF
Knowledge Management delivers the all-important findability for a range of user
types and inquiry types. It makes all the content investment (tools, people,
processes) pay off in an organization. Especially mission-critical in customer
contact centers, findability can unleash business value at the “moment of truth”
in business-to-customer interactions.
--------------------------------------------------------------------------------
CONTENT IS VALUABLE ONLY IF USERS ARE ABLE TO GET TO IT.
--------------------------------------------------------------------------------
To make content accessible and available, KM solutions provide an array of
access methods to match the combination of inquiry and inquirer types.
* An expert user who wants to navigate through content much more efficiently
could use power search, topic browsing, and bookmarks extensively.
* On the other hand, a novice (and we are all novices outside our domain of
expertise within any organization) could lean on guided help, driven by AI
Case-Based Reasoning (CBR) and dynamic FAQs to get to the right answer.
* And customers who are visiting the company website, may get to the same
content through a friendly chatbot that can communicate in natural language.
KM solutions also store and analyze usage (successful and failed sessions, user
feedback, etc.) to provide adaptive feedback and automated suggestions through
reports and triggered process workflows to content authors and access method
developers. This dynamic feedback and measurement process helps keep the content
fresh and focus authors on the most pressing user needs, determined through
detailed access pattern profiling.
CONCLUSION
If Content Management is all about creating a warehouse full of well-developed
content assets, then Knowledge Management is all about the merchandizing process
for users to be able to get to the appropriate content and knowledge that they
need when they need it—quickly and reliably.
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