Galaxy Consulting
  • Home
  • About Us
    • Our Process
    • Meet Us at Industry Events
  • Services
    • Business Analysis and Usability
    • Content and Knowledge Management
    • Records Management
    • Information Architecture
    • Enterprise Search
    • Taxonomy and Metadata Development and Management
    • Document Control
    • Information Governance
  • Solutions
    • Information Overload
    • Compliance
    • E-Discovery
    • Internal and External Websites
    • Enterprise Search
    • Collaboration and New Employees’ Onboarding
    • Customer Service
    • Manual Processes
    • Vulnerability of Sensitive Information
  • Portfolio
    • Our Brochure
    • Our Clients
    • Case Studies
    • Presentations
    • Press Releases >
      • Galaxy Consulting Receives 2016 Best of Redwood City Award
      • Galaxy Consulting Receives 2015 Best of Redwood City Award
    • Videos
  • Testimonials
  • Blog
  • Free Consultation
  • Contact Us
  • Terms of Use/Privacy Policy

Content Self-Service

1/29/2019

0 Comments

 
Picture

Good content self-service options can provide your organization with significant benefits. Online users can get answers and receive the services they need quickly and efficiently, while your organization can be responsive and efficient in assisting them when they need it.

Since online self-service is a fraction of the cost of assisted support channels, it is by far the least expensive. If it is done well, it can help to ease customer effort, reduce operating costs, and even differentiate your business through superior service delivery.

Many factors drive effective customer self-service, including technology, the user interface, and personalization. However, one of the most powerful things your organization can do to drive effective self-service is developing truly user friendly content that is both quick and easy to find.

The trick to providing excellent customer service in a self-service content management world is describing the product in the words of the customer.

Getting the taxonomy right means understanding the customer—and recognizing that customers don’t necessarily agree on the terms. Describing content isn’t as easy as it looks. Acronyms can be a problem, since they can mean different things.

Meet the Expectations of Online Users

Self-service systems are only as good as the quality and usability of the information they deliver. The long-standing knowledge management statement “content is king” is particularly true in today’s self-service world, especially when you consider online users’ general self-service expectations:

They may not necessarily know exactly what they need to ask or do, just what they are trying to accomplish. Likewise, they may not always know your organization’s terminology or taxonomy.

They don’t want to spend time looking through lots of information or understanding the details of the self-service environment. They expect very little interaction. The two word “Google query” approach is the standard amount of information that is typically provided initially. Users generally consider performing additional clicks to deepen the context of their inquiry (such as scoping searches by specific categories or refining queries) if/when there’s a clear payoff trail to the answer.

Given the quick, concise nature of the self-service environment, it’s critical that customer facing content be written and structured to meet these expectations. This doesn’t mean you need only to provide a few short FAQs. Once the audience is understood, the principles of effective authoring can be employed to structure many information sources in a consumable way.

Start With the End in Mind

When developing self-service content, focus on the information that customers need, as opposed to the information that you have. For service and support content, here are some techniques that can help you gain insight into information that can be useful online:
  • Ask your support and service staff: People who communicate with customers every day know the types of issues customer ask about, the terminology they use, and how much information they can easily absorb. Since support staff also knows what the top questions are, they are an excellent source of customer-facing insights.
  • Examine your self-service content: Look carefully at the information that is most used online and what might be moved online based on what internal staff recommend. Flag the key information that would most quickly and clearly respond to common queries. Restructure supporting and related information into the background, and link it to the core knowledge objects. Create an easy-to-navigate path to success for common issues.
  • Test search queries and carefully review the results: Take the journey with your online users. Enter the top queries and questions, and navigate them in the self-service system. See what results come back, and whether the titles, content scope, and information format provide the best response. Try variations of queries and browse topics to confirm consistent, predictable results. Query testing is a tried-and-true method of assessing relevancy and defining where to make specific improvements (to technology, the user interface, and/or content tagging and structure).

Design Effective Experiences Around Useful Scenarios

While a self-service experience must be clear, simple, and intuitive, it does not have to be shallow or overly simplistic. Many resources and knowledge objects can be melded into the self-service experience. The key is to help users identify the main information pathways they should start on and relate other resources from there. This can be accomplished through a variety of methods:
  • Implement task-focused taxonomy: This can help users narrow their domain of interest intuitively by matching classification terminology and hierarchy to the most common support tasks.
  • Make clear visual distinctions between primary and secondary information—Using featured markers, icons, starting/landing pages, and clear titling standards can help users see what information is likely to be most relevant and what might be useful as they investigate certain questions further.
  • Organize content types for specific tasks: Most types of information can benefit from standard structuring that makes it clear what type of content users are looking at and how they should expect to use it (e.g., FAQs, How-To’s, Procedures, Diagnostics, Specifications, Promotions).
  • Provide natural transitions to other locations, information, or assisted channels: Leverage technology, where possible, to carry the context of a self-service interaction (the query, categorization scope, and relevant details about the user) forward into the next channel, such as chat, email, or a call into the contact center. This can accelerate the user’s path to the answer by helping route the request effectively.

Ultimately, users are apt to like and use self-service when it’s fast, instinctive, and provides the information or services they need. Given the potential benefits of self-service, it’s well worth the investment to assess, structure, tag, and deliver knowledge in the most intuitive way possible. It really still is all about the content!

Galaxy Consulting has 20 years experience in content management and content self-service. Please call us today for a free consultation!

0 Comments

    Archives

    April 2022
    March 2022
    January 2022
    July 2021
    May 2021
    April 2021
    March 2021
    February 2021
    January 2021
    December 2020
    July 2020
    April 2020
    March 2020
    December 2019
    November 2019
    September 2019
    August 2019
    July 2019
    May 2019
    March 2019
    February 2019
    January 2019
    December 2018
    October 2018
    July 2018
    June 2018
    May 2018
    March 2018
    February 2018
    January 2018
    December 2017
    September 2017
    July 2017
    June 2017
    May 2017
    April 2017
    January 2017
    December 2016
    November 2016
    September 2016
    July 2016
    June 2016
    May 2016
    April 2016
    March 2016
    February 2016
    January 2016
    December 2015
    November 2015
    October 2015
    September 2015
    July 2015
    June 2015
    May 2015
    April 2015
    March 2015
    February 2015
    January 2015
    December 2014
    November 2014
    October 2014
    September 2014
    August 2014
    July 2014
    June 2014
    May 2014
    April 2014
    March 2014
    February 2014
    January 2014
    December 2013
    November 2013
    October 2013
    September 2013
    July 2013
    June 2013
    May 2013
    April 2013
    March 2013
    February 2013
    January 2013
    December 2012
    November 2012
    October 2012
    September 2012
    August 2012
    July 2012
    June 2012
    May 2012
    April 2012
    March 2012
    February 2012
    January 2012
    December 2011
    November 2011

    Categories

    All
    Alfresco
    Arena
    Automatic Classification
    Autonomy
    Big Data
    Business Analysis
    Case Studies
    Change Control
    Change Management
    Cloud Content Management
    Cloud Ecm
    Cloud Enterprise Content Management
    Cms
    Collaboration
    Compliance
    Concept Searching
    Confluence
    Content Analysis
    Content Localization
    Content Management
    Content Management Systems
    Content Strategy
    Controlled Vocabulary
    Coveo
    Crisis Management
    Dams
    Data Integrity
    Data Security
    Digital Asset Management
    Digital Asset Management System
    Digital Transformation
    Dita
    Document Control
    Document Control Systems
    Documents Management
    Documentum
    Drupal
    Dublin Core Metadata
    Ecm
    E Discovery
    Engineering Change Process
    Enterprise Content Management
    Enterprise Search
    ERoom
    E-Signature
    Exalead
    Fatwire
    Gamification
    Gmp
    Gxp
    Hadoop
    Information Architecture
    Information Governance
    Information Overload
    Information Technology
    Iso 9001
    IT Systems Validation
    Joomla
    Knowledge Management
    Knowledge Management Applications
    Metadata
    Mobile Devices
    Naming Conventions
    Ontology
    Open Source Cms
    Open Text
    Oracle
    OWL
    Personalization
    RDF
    Records Management
    Risk
    Search Applications
    Self Service
    SEO
    Sharepoint
    Social Media
    Structured Content
    Taxonomy
    Teamsite
    Thesaurus
    Tridion
    Twiki
    Unified Data
    Usability
    User Adoption
    User Centered Design
    Vasont
    Vivisimo
    Web Site Content
    Web Site Design
    Wiki

    RSS Feed

Powered by Create your own unique website with customizable templates.