THE SECRET TO BETTER CHATBOT EXPERIENCES - Why Knowledge Management is the Essential Component - MindTouch
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THE SECRET
TO BETTER
CHATBOT
EXPERIENCES
Why Knowledge Management is the
Essential Component
HELLO
PAGE
1
©2019 MINDTOUCH | ALL RIGHTS RESERVEDTHE ROLE OF CHATBOTS
Today’s customer sits squarely in the driver’s seat. On their list of
demands, low-effort options for self-service factor significantly.
With such immediate access to information, customers expect
answers fast, they expect them easy, and they expect them now.
To find them, a customer will first attempt at least one of the
self-service channels available to them:
• GOOGLE SEARCH – Search engines are the fastest path to
relevant results based on actual user search language.
• COMPANY WEBSITE – Marketing and product pages, even
A customer support documentation and help, can be accessed through a
service company’s website.
chatbot saved • CHATBOT – Once they are already on the site, customers
Amtrak $1 can engage with a chatbot to help locate content, retrieve
million in information, and answer questions.
customer
service email
costs over
the course of “By 2022, 72% of customer
a single year, interactions will involve an emerging
now handling technology such as machine-learning
more than
5,000,000 applications, chatbots or mobile
questions messaging, up from 11% in 2017.”1
annually.2
As a self-service channel, chatbots are often the last self-
service option before a live interaction is needed. As such, they
represent a significant opportunity for companies to both satisfy
customers and improve operational efficiency in the contact
center.
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©2019 MINDTOUCH | ALL RIGHTS RESERVEDTHE POWER OF CHATBOTS
Using available data to answer questions automatically, chatbots
are a convenient, always-on self-service channel that delivers
value in two key aspects of business:
1. IMPROVING CONTACT CENTER EFFICIENCY
Even simple, rules-based chatbots can handle a high volume of
lower-tier, repeat issues that would otherwise be handled by tier
one agents in the contact center—and they can do it 24/7.
2. IMPROVING THE CUSTOMER EXPERIENCE WITH
SELF-SERVICE
Pre-purchase: Chatbots can proactively provide pre-purchase
information and suggestions to help navigate buyers to their
intended purchase destination.
Chatbot
automation Post-purchase: Chatbots can perform customer service
can create functions, assist with things like account lookups and
15-90% in troubleshooting, and deliver contextual info based on customer
cost reduction information to facilitate future sales and upsells.
depending
on what
functions
a company Organizations need to develop the
selects for foundations for advancing AI by
automation.3 capturing and curating that knowledge
and by building the foundational data
structures that form the scaffolding
for that knowledge. Without those
components, the chatbot algorithms have
nothing to run on.4
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©2019 MINDTOUCH | ALL RIGHTS RESERVEDTHE NEED FOR KNOWLEDGE MANAGEMENT
Whether pre-purchase or post-purchase, the challenge is
delivering good chatbot experiences. This requires close
attention to a central component to satisfactory chatbot
experiences (and one that many companies miss): knowledge
management.
Q?
...A
Q?
Customers
Chatbot
CRM / Data Store
To be truly effective, chatbots need to be fed the right content.
Without a good knowledge management (KM) solution to
retrieve information from, chatbots can quickly become empty,
ineffective shells that cannot help customers efficiently.
Good KM solutions give chatbots the discernible, discoverable
Bots are only data they need to accurately parse customer intent and arrive at
as good as the a resolution, solution, or answer. Without it, a customer might
intelligence be directed to irrelevant information or, worse, a dead end that
driving their forces them to switch to another contact channel. They might
operation.5 decide to abandon the interaction altogether.
This makes an organization’s knowledge content, information
architecture (IA), and system for organization and delivery
foundational to the efficacy of its customer service chatbots.
These elements of a broader knowledge management strategy
enable users to find, navigate, and consume content, while
simultaneously enabling other systems (such as chatbots) to do
the same.
A standalone knowledge management solution can automatically
enable the capture, improvement, organization, and availability
of an organization’s knowledge in a way that supports optimal
chatbot experiences. PAGE
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©2019 MINDTOUCH | ALL RIGHTS RESERVEDFor an in-depth guide to chatbots and the elements of
KM that make them better, read our whitepaper:
CHATBOTS 101
And Why Knowledge Management is
Critical to Their Success
READ THE WHITEPAPER
ENDNOTES
1. Gartner, “Plan Now for Critical Shifts in Customer Interaction Patterns“ Michael Maoz. https://www.gartner.com/doc/3748968/plan-critical-shifts-customer-
interaction. June 2017.
2. nextIT, “Helping a railroad service conduct business”. http://nextit.com/case-studies/amtrak.
3. Deloitte Digital, “Chatbots Point of View”. Deloitte Artificial Intelligence. https://www2.deloitte.com/content/dam/Deloitte/nl/Documents/deloitte-analytics/
deloitte-nl-chatbots-moving-beyond-the-hype.pdf. March 2018.
4. Earley Information Science, “There’s No AI Without IA”. Seth Earley. http://www.earley.com/no-ai-without-ia. July 2016.
5. CCW Digital Special Report, “Chatbots”. Brian Cantor. https://ccwexchangeusa.iqpc.com/downloads/ccw-digital-special-report-chatbot. October 2017.
HEADQUARTERS ABOUT MINDTOUCH
101 W Broadway, Ste 1500
San Diego, CA 92101
MindTouch offers an enterprise-grade, AI-powered knowledge management platform that includes
USA
functionality for customer self-service, agent assistance and departmental knowledge for organizations
---- of all sizes and industries. Focused on the customer experience, MindTouch is trusted by more than 340
companies worldwide to deliver knowledge when it’s needed, where it’s needed and how it’s needed.
WEB
The result is faster, more consistent and more personalized customer service, along with increased
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operational efficiencies. MindTouch was founded in 2005 and is headquartered in San Diego, California.
SALES / SUPPORT www.mindtouch.com 5
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