In the modern business world, information is a vital strategic resource. Nevertheless, when it comes to knowledge in the service world, many organizations still struggle with a digital divide: on the one hand, an internal knowledge management system for employees, and on the other hand, separate information repositories for customers. Such a divide not only wastes resources but also creates potential hazards through conflicting information and unnecessary duplication.
The emerging and intuitive solution is a unified Knowledge-Centered Service system (hereinafter: "unified KCS"), serving both employees and customers. In this approach, every piece of information in the organization is accessible, updated, and adapted to different needs. Both service representatives and customers can see the same information, each at the level of detail appropriate for them.
Benefits of a Unified KCS
A unified KCS has several advantages:
Improving information consistency
Using the same knowledge base internally and externally ensures that customers receive the same information as employees. This prevents situations of contradictions or inconsistencies.
For example, when a change is made to an insurance company's policy terms, the information will be immediately updated for both service representatives and on the customer's website. Thus, a customer calling the service center will receive the same information they viewed on the website.
Improving update and maintenance processes
A unified system simplifies the processes of updating and maintaining knowledge items. Instead of updating several separate systems, one update can be made that reflects in all channels. A good example is a supermarket chain, updating a new promotion that will immediately appear at the checkouts, in the app, and on the website.
Resource saving
Unification requires less manpower, less software resources, and less maintenance. This allows the organization to invest the saved resources in other areas.
For example, a technology company that unified its knowledge systems might save on annual maintenance costs and redirect resources to developing new products.
Enriching the knowledge base
Such unification holds larger amounts of data on inquiries, scenarios, and feedback, relating to the written information. This leads to identifying knowledge gaps and enriching the database, creating a positive cycle of continuous improvement.
Issues and Challenges
But, unfortunately, in real life, there are no advantages without challenges.
Key challenges related to a unified KCS include:
Modeling knowledge items
It's necessary to design an information structure that allows easy separation between internal and external content while maintaining logical connections. In other words, producing knowledge items in "layers": a basic layer accessible to all, containing basic information, including, for example, extensive information about the products the company provides; an expanded layer for service representatives for actions they need to perform in internal systems; and an internal layer for professional departments for operational or sensitive issues.
Language adaptation
There's a need to adapt the internal professional language to language that will be understandable to the customer, without losing accuracy or professionalism. If, for example, a pharmaceutical company translates complex medical terms for patients, it will need to simultaneously maintain the scientific accuracy required for doctors.
Information security
A critical and essential challenge is to ensure that sensitive or internal information doesn't leak out while maintaining accessibility to relevant information for customers.
Dealing with change
In transitioning to unified systems from a state of split systems, it's necessary to examine how the unification will affect existing work processes, and the integration with existing systems, and implement change management practices for system users on the day after.
Adaptation to different platforms
The information needs to be accessible and convenient to use on various devices and screen sizes. For example, a tourism company would want to develop an interface that simultaneously adapts to a desktop computer (for representatives) and also to a mobile-adapted display (for customers on the go).
Considerations for Implementing a Unified KCS
When deciding to implement a unified KCS, it's recommended to consider the following issues in the planning process:
Type of information
Conduct an in-depth analysis of the types of information in the organization. Identify gaps, contradictions, or duplications, and set clear criteria for which information will be externally accessible and which will remain internal.
Success metrics
Define clear and measurable Key Performance Indicators (KPIs) that will allow evaluation of the success of the unified system merger.
Blocking access to old information
In transitioning to a unified system, ensure that there's no remaining access to information in the old system that has been merged into the existing KCS.
Customer feedback
Plan mechanisms for receiving ongoing feedback from both employees and customers on the quality and usability of the information.
Artificial Intelligence as an Aid Tool
As described above, the challenges related to personalizing content for the end-user (language adaptation, content scope adaptation, etc.) are those that constitute the main challenge in this type of change.
The development of Generative Artificial Intelligence (GAI) opens a gateway to capabilities that can help address many of the challenges mentioned above. For example, using virtual agents tailored to each type of user can mediate information in a manner adapted to different types of users, even if the original content appears in a neutral form or is dedicated to a specific population.
The same virtual agent defined to serve a company employee will know how to use repositories relevant to the employee and will address them in language and manner relevant to completing their task.
Similarly, an agent serving a customer will present them with exactly the information they need, in simple language, and provide a service-oriented response tailored to that customer.
In my view, presenting knowledge and work processes requires behind-the-scenes logical and algorithmic construction work (as I described in the article "Formulating knowledge as algorithms")
What has been done so far by humans can work excellently for a digital tool that will need to speak in its language - algorithmics.
Summary
Adapting the organizational KCS for unified use, inward and outward, is an important strategic step in the digital age. This approach allows organizations to leverage their knowledge optimally while improving customer service, reducing costs and risks, and even empowering employees. Integrating advanced technologies like artificial intelligence can help in dealing with these challenges.
The transition to a unified KCS requires careful planning, considering the type of information, required resources, and organizational readiness.
Organizations that succeed in implementing this approach will gain a significant competitive advantage and will be better prepared to face the business challenges of the 21st century.
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