Customer Experience Trend 4: Contextual Knowledge Bases for Personalization, Prediction

By Mandeep Kwatra, HGS VP of Solutions and Capabilities

HGS recently released a white paper on this year’s top 10 trends in customer service. Over the next few months, we’ll dedicate a blog to each of these CX game changers. Here we dissect CX Trend No.4: Contextual Knowledge Bases, highlighting strategies designed toward personalization and a more frictionless CX to ultimately drive a higher CSAT and NPS score for your business.

Personalization is one of the most powerful trends in the customer service industry. While it has been around and is trending for a number years, today’s brands have the ability to capture even more actionable data to learn about their digital customers’ behavior, preferences, emotions, and expectations, in order to better service their needs.

In 2017, it’s not enough to have a knowledge base. You need to have a contextual knowledge base, which can be used by both agents and customers, to predict the right answer based on that particular customer’s data, situation, location, and needs. Key learnings about the above areas are important data sources that can be used to build predictive models for issue resolution. As companies gain a deeper understanding of customers through research and predictive analytics, they will use that information to develop more personalized customer experiences.


[caption id="attachment_1752" align="aligncenter" width="614"]HGS_DNA_Feature_HiRes (2) Contextual knowledge bases to predict the right answer based on that particular customer’s data, situation, location, and needs[/caption]

The Shift from Content to Context

According to a survey by Marketo, 63% of respondents are frustrated by the way brands continue to rely on the old-fashioned strategy of blasting generic ad messages repeatedly.

There has been a tectonic shift from content to context. While a well-crafted, data-backed personalization strategy can be effective, one that isn’t well researched can create complex challenges for any business. So, while focusing on soaking up customer data from all sources possible, companies should ensure that those sources are accurate and reliable. Customers today are busy. When they contact a company they are a regular customer of, they expect the company to have their preferences and details on record for a more personalized experience with faster issue resolution. Imagine trying to interact with the wrong data.

Next-generation customer service should focus on three crucial aspects:

  1. Personalized experiences
  2. Faster issue resolution
  3. Minimal customer effort

Power of Personalized Customer Experience

The power of personalized experiences is such that, according to recent research by Forrester, 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience.

The ability to provide personalized experiences is empowered to a great extent by contextualized knowledge bases. You should be able to recognize and remember customers from their past interactions with you to provide relevant recommendations and personalized solutions. Also, you should ensure that the sample of customer data you use for analysis is rich in variety and as representative of the customer database as possible.

With the power of personalization accelerating, businesses, with the help of experts like BPOs, need to accelerate their pace. That starts with giving customers their due recognition, tracking their browsing and purchase patterns, and measuring customer feedback.