Is the CX Maturity Framework still relevant in 2024?

8/5/24, 8:30 am

How Knowledge Management and Conversational AI could change your business

Jim Chryssikos, National Portfolio Manager – Customer Experience Solutions


Using the traditional maturity model

The Customer Experience (CX) Maturity Framework helps companies to identify where they fit on the continuum – through the attract, convert, and advocacy phases of CX – and their next best step to improvement.

Over the past decade, this approach has been used primarily by organisations wanting to justify moving their contact centres to the Cloud and to help realise benefits. But it has not been a universal move.

Most businesses have still not transitioned to the Cloud, thanks primarily to the technical complexity of untangling years of integrations, processes and workarounds.

An alternative approach could get organisations onto the Cloud faster and cheaper without throwing out their existing infrastructure: the powerful combination of Knowledge Management and Conversational AI.


Cut training time with Knowledge Management

Many organisations, particularly with a contact centre with cross-channel responsibilities, continue to search for a Knowledge Management magic bullet. Why? They know how we identify, organise, store and share information across organisations – our Knowledge Management (KM) – can unlock universal access to a true single source of truth (SSOT).

KM can have a particular impact on staff training – reducing onboarding time and improving speed to competency – while cutting down on errors and reducing handling time.

That adds up to better service that improves customer satisfaction and reduces customer effort, call handling time and callbacks so agents are free to handle more complex issues.

A KMS can often be implemented over existing contact centre solutions and processes, multiplying the value of potential efficiencies and productivity gains.


Unlocking personalisation and reducing call volume with Conversational AI

Conversational artificial intelligence (AI) simulates human conversations, learning how humans understand and process language.

Used in a customer-facing channel, a chatbot can interact directly with customers to resolve straightforward enquiries and challenge the CX Maturity Model with AI.


What if we combine Conversational AI and Knowledge Management?

Conversational AI and Knowledge Management systems are great independent options. But together, CX can improve dramatically along with efficiency, productivity and profitability.

Here’s how.


Better access to information

When a customer asks a question, the AI program uses information from the KMS, context clues, and its own learnings to deliver a response. These responses can include:

  • answering frequently asked questions
  • issuing critical service updates
  • providing company policy information.

The information provided is accurate, appropriate, and consistent, thanks to the KMS protocols.


Better automation

Imagine automating customer communications, proactive sales outreach or even policy updates. It’s possible by using AI and the SSOT delivered by your KMS.

Take it even further and use the feedback and interactions of the AI program to inform business strategy and decision-making.


Better decision-making for continuous improvement

AI programs offer reporting and insights that include areas for improvement like:

  • how many customers needed human assistance
  • what are the trigger points for human assistance
  • how often is the information served to a customer not the right fit.

That data is incredibly valuable not only for the technology itself but for real-time feedback on what customers are thinking and feeling about your business, products and processes.


Elevate your CC with Conversational AI and Knowledge Management

Add Conversational AI and Knowledge Management to your strategic CX approach in 2024.

Which path will you choose? Discuss the pros and cons with our CX experts. Ask us how