Small and medium-sized businesses (SMBs) face a number of challenges when it comes to providing best-in-class customer support. One of the most significant of these challenges is the so-called knowledge-discovery gap, which refers to the difficulty that customers often have in finding the information they need to resolve their issues or questions. This problem is exacerbated by the fact that the traditional content production value chain is not functioning optimally, as there are currently no solutions that support the execution and management of the entire value chain.
The content production value chain consists of five stages: availability, usefulness, findability, engagement, and continuous learning. In order to provide an effective customer content discovery experience, businesses must have all five of these elements in place. However, while most companies have established robust documentation production capabilities, they often struggle to make their content both findable and engaging. As a result, customers may become frustrated and may turn to more costly channels, such as call centers, for assistance.
In addition to the difficulties inherent in the content production value chain, SMBs also face challenges in terms of the limitations of existing alternatives to traditional customer support channels. Online portals, for example, can offer a wealth of information, including user manuals, Q&As, and videos, but they can be difficult for customers to navigate, leading to frustration and a lack of satisfaction. Live chatbots, on the other hand, can provide 24/7 support, but they often lack the ability to fully understand and respond to customer inquiries, leading to misunderstandings and the need for additional human intervention.
One way that SMBs can address these challenges and improve their customer support operations is through the use of artificial intelligence (AI). AI-powered chatbots, for example, can be used to provide assistance to customers around the clock, without the need for human intervention. These chatbots are able to understand and respond to customer inquiries in a more human-like manner, making it easier for customers to find the information they need. Additionally, AI-powered chatbots can be integrated with other customer support tools and systems, such as CRM systems, to provide a more seamless and personalized experience for customers.
Another area where AI can help SMBs improve their customer support operations is in the realm of knowledge management. By using AI-powered search and recommendation engines, businesses can make it easier for customers to find the information they need. These systems can also be used to analyze customer inquiries and interactions in order to identify common issues and questions, which can then be addressed through the creation of new content or the improvement of existing content.
In conclusion, SMBs face significant challenges when it comes to providing best-in-class customer support due to the knowledge-discovery gap and the difficulties inherent in the content production value chain. Existing alternatives, such as online portals and live chatbots, also have their limitations. However, AI can help SMBs address these challenges and improve their customer support operations through the use of chatbots powered by natural language processing (NLP) and machine learning (ML), as well as AI-powered search and recommendation engines for knowledge management. By leveraging these tools, SMBs can provide a better customer experience and improve customer satisfaction.
Learn how Korra’s Knowledge Discovery Platform can help your business today.