This is all about creating a "genius bar." It's solving the "knowledge problem." If product knowledge is fragmented, your message will be inconsistent when you serve your customers.
When your know knowledge is fragmented, it's hard to update.
The goal is to create continuous feedback and collaboration. If you can achieve that, it's a self-improving support cycle.
If you enable your SMEs and customers to give feedback, you can use that to optimize the content experience.
Not only layer knowledge, but provide it as a service.
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