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Shedding New Light on Customer Experience

By Cynthia S. Artin November 06, 2018

Quick answers to customer questions is the life blood of the modern customer experience, formerly known as “customer service.”

Knowledge platforms have been in use in many industries, but its impact on improving the way customers interact with brands, whether consumers and CPG brands, or businesses and B2B brand businesses are using knowledge bases to augment human customer service agent and tremendous results are being recorded.

In the “old world” of customer service, live agents reached by toll-free numbers could only handle one conversation at a time. And while self-service and bots have relieved this burden, there is still room for dramatic improvement by developing holistic approaches in the “CX” realm, using a single database to create, store, retrieve and record questions and answers and the outcomes after customers are served.

The obvious benefit is saving time by reducing the cost of personnel; with agents assisted by real-time information, less agents are required.

A subtler benefit, which may be even more important than the bottom line results, is the top line revenue enhancements that can be moved by providing not just a good experience, but an exceptional experience when people are able to interact with customers, pulling up each customer’s information, as well as product and service information.

While it may seem at odds that human interactions can be made better by “the machines,” quite the opposite is true. The CX center of the future may be based on the very best people in place with the very best information.

This has been the case for Orange, Orange S.A., formerly France Télécom S.A., a French multinational telecommunications corporation. It has 256 million customers worldwide and employs 95,000 people in France, and 59,000 elsewhere. In 2015, the group had revenue of €40 billion.

Working with KMS Lighthouse, Orange is delivering a knowledge base for all frontline users to answer customer questions.

“Before having this platform, we used lots of documents and other applications,” said Nicolae Apostu, Customer Relationship Knowledge & Training Team Manager for Orange Moldava.

“It was difficult to use and find the right information in short time. Having this platform, we obtained accurate and well-structured information, a search engine, standardized template, ability for agents to quickly compare products, improved interactions between content managers and users through feedback, and reporting on usages, searches and updates.”

Lighthouse’s knowledge base platform is also being used in training, quality monitoring and monthly tests of agents.

“We’re helping Orange to provide answers to customers that are accurate, across all channels, and can be delivered in seconds,” said Inna Levi, Project Manager, KMS Lighthouse.

“With a richer knowledge base,” Apostu said, “we are reducing the gap between new and experiences customer service representatives. There is no longer a need to memorize big volumes of information, and the knowledge database and agents only improve as interactions happen. We’re also able to measure the performance of CSRs, and now use Lighthouse’s platform to maintain customer service procedures and manuals, and to promote Orange Moldava’s campaigns.”

“Lighthouse is helping our customers provide outstanding customer experience and has lots of exciting innovation planned for 2019” said Doron Gower, Chief Solution Architect, KMS Lighthouse.




Edited by Maurice Nagle
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