copyright © 2015, oracle and/or its affiliates. all rights reserved. | knowledge optimization eric...

Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |

Knowledge Optimization

Eric GiljeSolutions ConsultantOracle

Oracle Confidential – Internal/Restricted/Highly Restricted

Kyle SnayCRM AdminMinnesota State Colleges & Universities

Sean FitzgeraldClient Success ManagerOracle


Safe Harbor StatementThe following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.

Oracle Confidential – Internal/Restricted/Highly Restricted 3


Workshop Agenda

Developing Knowledge Content

Self Tune-Up Best Practices

Analytics Exercise

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Workshop Agenda



Analytics Exercise

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Knowledge Success• Industry Statistics

– Knowledge Management is the most important driver of First Contact Resolution (FCR).

– Key statistics:• 80% of resolution time is spent understanding and researching an issue• .10 cost per web self-service contact vs. $5.50 for agent-assisted phone

call• Only 52% of self-service customers find the answers they need online

• Big Fish Games Customer Story– SmartAssistant uses keywords searched to suggest solutions and

deflect email– Self-service knowledge is available 24/7 in 10 languages and via

mobile devices


Results:• 96.4% web self-service rate,

and 94% CSAT—up from 58%• 42% increase in agent

productivity• 50% reduction in incidents,

generating $870,000 in savings


Write Content for Your Customers, Not for You• Write to the lowest common denominator to reach the widest audience• Write in plain language, at or below 8th grade reading level (ages 12-13)

– Example: • 12th-grade: Per the terms of our Purchased-Services Agreement, all ticket transactions completed

after September 1st 2003 are final. • 5th-grade: We’re sorry, but we are no longer able to offer ticket refunds or exchanges.

– The Readability Test Tool: http://read-able.com/

• Use words that are familiar to your customers


http://read-able.com/


Organize Your Knowledgebase• Break answers that contain multiple problems or questions into sub-

answers– Easier to maintain but also result in a better knowledgebase experience.– Leverage Related Answers

• Consider Guided Assistance for contextual and complex knowledge:– Kodak: Printer software installation– Motorola: Troubleshooter guide– BT: User guides and manuals finder – Vonage: Troubleshooting Tool


http://support.en.kodak.com/app/answers/detail/a_id/3770/selected/true

https://motorola-global-portal.custhelp.com/app/utils/prod_guided_assistant/g_id/4533/p/30,6720,9277

http://bt.custhelp.com/app/answers/detail/a_id/9624/

https://support.vonage.com/app/answers/detail/a_id/16798


Organize Your Knowledgebase• Track changes between answer versions• Documenting changes to your answers allows you to more efficiently

manage and deliver quality content



Content Layout for Easy Reading• Web content is typically scanned, not carefully read.• Write content to accommodate scanning to achieve

higher self-service rates.



Content Layout for Easy Reading: Answer Summary Lines• One of the first things a customer reads

• Short and sweet – six words or less

• Think of summaries as headlines, not sentences (except for capitalization)

• Example:– Before: How do I adjust the drive control on my walk behind mower? Husqvarna– After: Adjusting the drive control on my walk behind mower

• Use Sentence Case instead of Title Case– The more you capitalize, the more it disrupts eye flow understanding content. – Example:

• Title Case: Clearing my Phone’s Cache• Sentence case: Clearing my phone’s cache

– See Writing readable content for details.


http://husqvarna.custhelp.com/

https://www.digitalcookie.com.au/blog/writing-readable-content-and-why-all-caps-is-so-hard-to-read.html


Content Layout for Easy Reading: Question Content• Optional vs. Required?

– If the Summary provides adequate understanding of the knowledge article then omit the question.

– Questions can be used to provide additional details about the knowledge content.• Example: Receiving my diploma


http://onestop.mnsu.edu/app/answers/detail/a_id/307


Content Layout for Easy Reading: Writing Answer Content• TLDR (what is TLDR)

– The longer your answers, the less likely customers will read it for self-service.– Recommended length: 50-350 words.– Example: University of Vermont:

William D. Ford Federal Direct Parent PLUS and Graduate PLUS Loan Programs

• Paragraph length: 2-3 sentences. Long paragraphs can lead to answer abandonment.

• Bolding content: – Use bolding to draw attention to important fragments and sentences. – A bolded fragment says, “This stuff is important; you should look here even if you

skip everything else.”


https://en.wikipedia.org/wiki/Wikipedia:Too_long;_didn't_read

http://univ-vermont1.custhelp.com/app/answers/detail/a_id/160/kw/loan


Content Layout for Easy Reading: Writing Answer Content– Use bulleted/ordered lists to “chunk” important information which can be overlooked

within a paragraph. • Before:

Your customers are important to your business. It is critical that you have a deep understanding of their needs in order to provide them with a good customer experience. We recommend that, in addition to using Oracle Service Cloud and following our best practices, you also perform customer research and monitor key performance indicators specific to your business.

• After: Your customers are important to your business. You must understand their needs in order to provide them with a good customer experience. To provide a good experience, we recommend the following:

• Use Oracle Service Cloud. • Follow best practices. • Perform your own customer research. • Set up regular measurements to ensure that you are always improving.



Content Layout for Easy Reading: Using Rich Media• Be careful with page size (kilobytes).

– Large pages are a key indicator in visitor abandonment.– Mobile devices often have slower connections– Free service sites such as WebSiteOptimization.com can help you make answer page

sizes as small as possible

• Don’t force videos as a content source– Often not accessible to people with disabilities as well as some mobile devices.– Solution: Offer both a video and alternate version (text, PDF, images)

• A picture is worth 1000 words– Use graphics strategically; more engaging than text– Example: Belkin’s How Do I Locate the Model and Version Number on My Router?


http://www.websiteoptimization.com/

http://www.belkin.com/us/support-article?articleNum=39995




Content Layout for Easy Reading: Good Touch/Bad Touch• Plan for touch screen interactions from tablets, phone, laptops, etc. • Use buttons or clearly spaced links to make it easier for people with

touchscreen devices to use your site.• Avoid “click here”

– Before: Click here to contact customer support via email.– After: Email customer support.



Content Layout for Easy Reading: Use of PDFs• Use PDFs appropriately and avoid other file attachment types.• Appropriate for technical documentation, written papers, and other

publications that are generally intended to be saved for offline reference.• Example:

British Telecommunications (BT) provides PDF files for users who want to download and print the user guide.


http://bt.custhelp.com/app/answers/detail/a_id/12606/c/1243,1245,1257

http://bt.custhelp.com/app/answers/detail/a_id/12606/c/1243,1245,1257


Content Layout for Easy Reading: Using a Style Guide• A style guide helps ensure a

consistent look, tone and experience of your knowledge.

• Addresses topics such as:– Formatting links, e.g. inline vs. full

URL, same window vs. new window.– Narrative Form: 1st vs. 2nd vs. 3rd

person– Are there legal or other organizational

policy concerns that should be addressed?



Workshop Agenda

Break – 10 mins



Workshop Agenda



Analytics Exercise

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Naming the Link• Be consistent throughout the site. Don’t name it “Support” in one spot then “Answers” in another.

• Location should be consistent, top of the page is best, make sure it is on every page in the same spot named the same thing.

• Avoid ‘FAQ’. Some good suggestions: Customer Support, Support, Customer Service, Help, Online Help, Customer Care


Getting to the Answers• One click or less to get Answers is our best practice.

• When someone clicks the “Customer Service” link the next page that loads displays answers.

• No “interim” pages. The more decisions you force people to make, the more mistakes they can make.

• Use Syndication Widgets to display and search answers from any page.


Contact Us Pages• IF you have to have a contact us page:

– Add answers right onto your “Contact Us” page. – Consider creating a Contact Us answer within your

knowledgebase.– The Answers page imbedded into a contact us page would

be ideal. – Use a Knowledge Syndication Widget to display links to

popular content, e.g. Organic Valley

• At the very least have a link at the top of the page that people see first that takes them to the Answers page in 1 click.

http://www.organicvalley.coop/products/milk/chocolate/chocolate-2-32-oz/


Aliases.txt• Create synonyms here for searches from the Keyword Search report

• Example: You notice customer searches on “job”, but you call it “career” in your answers and do not use the word “job” anywhere..

• JOB,CAREER (this is how it would look in the Aliases.txt)• NO space on either side of the comma

• Single word before the comma

• All capital letters

• First word on the line is always what the customer searched for, followed by the

word you use in your answers


Exclude_Answers.txt (Stopwords)• This is where you put common words to be excluded form the end user search

• Example: In all of the Answers on the RightNow site have the word “rightnow” in them. If I were to search for “rightnow manuals” it would return all 1300 answers because of the word “rightnow”. So we exclude “rightnow” from being searchable.

• RIGHTNOW (this is how it would look in the exclude_answers.txt file)

– All capital letters– One word per line– No spaces– The order does NOT matter


Smart Assistant• We recommend enabling the Smart Assistant

• This feature suggests 5 (by default) Answers to the end user as they submit their incident

• The Smart Assistant is designed to reduce redundant questions by showing suggested answers before the incident is created.

• You can enable the Smart Assistant by creating a workflow rule

• You have 2 choices– 1. Show Suggested Answers to the end user then have the Suggested

Answers become part of the incident forever.

– 2. Show the Suggested Answers to the end user, but not put them permanently into the incident (by using a piece of standard text (append response template to response field) - Answer 1639 on our support site

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Allowing Search Engines to Access Answers• Allowing search engines index your Service Cloud site allows customers

access to knowledge from search engine results


Using Keywords within Answers• Use the keywords box only for words that are not already in the Answer*

• You should not put it in the Keywords box if it is in the: Summary, Question, Answer, or Product/Category name

• Be very conservative with keywords. Using a keyword is saying it is the most important word and you are giving that word more weight than any other word in the Answer*If you want to inflate a word on purpose you can do that by adding it to the Keywords box even though it already

exists, but this should only be in VERY rare cases


Requiring a Review Date for Public Answers• Consider making the Review date field required in order to publish an answer

• Helps ensure knowledge stays up to date and accurate

• Configured via a workspace rule


Workshop Agenda



Analytics Exercise

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Keyword Search Report• Use this report to find out what people are searching for, but not finding

• We are looking for zeros in the Answers column

• Change the Sort to show all the zeros

• Once you have identified the searches with zero Answers, now what?

• Add new Answers

• Add words to the Aliases.txt file

• Add to the keywords box of specific answers

• Remember: The “Phrase Stem” you see here is only the stem of the word and NOT exactly what the end user typed in. You should click on the Answers number to see EXACTLY what the end user searched on.

Here is the sort to show all zeros

Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | 32

Answers Last Accessed Report• Shows which date and time each Answer was last viewed by the users.

• Score column shows the Solved Count of each Answer – Score goes up or down based on frequency and Answer feedback

• Answers with a low score should be reviewed to determine if there is an issue with content, out of date, etc.



Information Gaps Report

• Useful for monitoring information that may be missing from your Answers.• Identifies Incidents on similar topics and relates them to your existing

Answers. • Prioritizes the identified gap by comparing the size of the Incident group

against the relationship to the nearest Answer.• As a best practice, the same individual should review this report, so they

understand how the report behaves on your site.



Incident Ed-itor (Phone)

51%292722

Ask A Question

29% 163944

Techmail - Service

Mailbox12% 66704

Techmail Outreach Mailbox 16615

Connect Web Services – SOAP 12354

Feedback On Answers 10996

Other (Contact Editor, API, Data Import) 3455

Incidents Created by Source Report

Phone + Techmail = 63% of all Incidents

• Use this report to confirm contacts by channel

• Convert Techmail to Ask a Question > Improving First Contact Resolution and reducing costs

• Calculate all-in cost to service a single phone call, compare cost with web self service and confirm why knowledge management deserves resources.


Knowledge & Desktop Intelligence

Incidents Created by Product VS Answers viewed by ProductOr Custom Reports

Incidents Created by Prod / Cat VS Answer Effectiveness by prod / cat

• Run and compare OTB Incidents created by source VS answers viewed by product reports.

• Also import and refine to your business custom reports for additional insight.

• Report definitions provided as part of this workshop.

• Create a copy and try adding products and category levels to match your business needs

• Look for low answers viewed and high incidents created by prod and cat to confirm where to focus knowledge efforts.

versus


Popular Reports for Knowledge Management

Report Location Report Report ID

Interface: All

/Public Reports/Service/Site Reports/Actionable Knowledge Foundation/Answers Answer Effectiveness 206

/Public Reports/Service/ Answers Last Accessed Time 140

/Public Reports/Service/Site Reports/Answers Viewed Answers Viewed by Answer 4

/Public Reports/Service/Incident Reports/Incident Trend Incident Trend 85

/Public Reports/Service/Incident Reports/Incidents Created Incidents Created by Source 14

/Public Reports/Service/Knowledge Base Reports/Information Gaps Information Gaps 92

/Public Reports/Service/Site Reports/ Keyword Search/ Keyword Search Keyword Search 15

/Public Reports/Service/Knowledge Base Reports Questions Avoided 201

/Public Reports/Service/Site Reports/Service Summary Service Summary 36

/Custom Report – Modify to suit your business Answer Effectiveness Custom

/Custom Report – Modify to suit your business Answers Viewed by Product Custom

/Custom Report – Modify to suit your business Incidents Created By Source Prod Cat Custom

copyright © 2015, oracle and/or its affiliates. all rights reserved. | knowledge optimization eric...

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