With customers using self-service more than any other support channel, smart companies know creating a great self-service experience is a critical strategy to boost customer satisfaction, reduce support costs, and increase internal agent engagement.
In order to get agents or content team members involved in content creation, companies need a process to vet articles to ensure the right material is published. As Gartner notes in the report, Knowledge Management Will Transform CRM Customer Service, “the process part of knowledge management involves the methods utilized to develop the knowledge, maintain it, deliver it, encourage participation and measure the efficacy of the knowledge.” This is exactly where Guide Enterprise comes in, making it easy for large teams to establish this process, collaborate on content, and manage knowledge internally, externally, and across multiple brands.
Develop article lifecycle management with Team Publishing
Creating a great self-service experience means having the right content that effectively answers the questions and issues your customers are facing. In order to build that content, you need knowledge experts to contribute, which means leveraging your pool of support agents, or even just getting your content team to collaborate more effectively, ensuring the right knowledge is documented. At Zendesk, we call the process of collaborating on, reviewing, and publishing content article lifecycle management, and we’ve built approval and publishing workflows to make this process much easier. With the approval and publishing workflows available with Team Publishing, it’s easy to get the whole team involved. As a result, your customers have a better self-service experience, which means fewer tickets that save your team both time and money.
Here’s how Team Publishing works:
“We love Team Publishing! The ability to draft and save versions of an article without publishing them live is a game-changer for us. This amazing feature enables us to conduct reviews more effectively and update our Guide articles in advance of a new feature launch, so we can publish them and support our customers the second changes occur,” says Jessie Carroll, Technical Content Manager at Squarespace.
Integrate Knowledge Capture with Team Publishing
In order to get agents to contribute content, you want to leverage tools that make it easy for them to do so. A great way to accomplish this is by capturing knowledge as a byproduct of solving support tickets, which is what they are primarily spending their time on every day. Zendesk’s Knowledge Capture app allows agents to do just that with articles surfaced to them as recommendations when they’re answering support tickets, which they can flag for improvement or if topics aren’t covered. As part of the process, they can create new articles using predefined templates. With Guide Enterprise, these new article drafts are sent into an article list in Guide Admin called “Captured Knowledge,” so it’s much easier for content managers to review these articles and get them out quickly.
Companies are deflecting tickets through self-service, including with machine-learning tools like Answer Bot. The role of the agent is shifting from answering many, basic questions to fewer, more complex questions that require a more personal touch. This, in turn, boosts agent engagement and satisfaction.
Identify knowledge gaps with Content Cues
As you’re getting team members to contribute to knowledge, a key part of the process is ensuring they spend their time on the right content. But sometimes it’s hard to identify where you have knowledge gaps—that’s where the Content Cues feature of Guide Enterprise comes in. Content Cues, which is currently available in an early access program, empowers content managers by identifying gaps in your knowledge base. Powered by machine learning, Content Cues automatically reviews incoming support tickets and existing help center articles to provide suggestions on the types of articles that are missing or should be improved. With this guidance, Content Cues allows you to be more proactive and efficient in developing your knowledge base to effectively optimize the quality of your content.
Create distinct experiences with multibrand help centers
Another important feature in the Guide Enterprise plan is the ability to have multiple help centers, which allow you to create the best self-service experience for your customers when you have multiple brands, products or services.
At multi-brand, multi-product, or multi-service companies, differentiated knowledge bases that align with what customers expect is a key component of giving your customers the best self-service experience. The customer support experience should be consistent with the unique designs, language, and potential help center questions that are relevant for each. A number of support leaders, including Zendesk customers Big Fish Games and Australian retailer Cotton On Group, are already seeing the impact of differentiated help centers. Note: if you had the Guide Professional or Legacy plan prior to April 3rd, 2018, you were grandfathered into this feature for free.
Enhance your knowledge management practices
It’s easy to take your knowledge management practices to the next level with Guide Enterprise. From approval and publishing workflows that allow the whole team to create content, to understanding knowledge gaps with AI-powered recommendations, to developing unique self-service experiences for each of your brands, products, or services, you can give your customers exactly what they want—a great self-service experience.