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DIALING INTO KNOWLEDGE

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The telecom industry isn't often known for its customer service, but The Carphone Warehouse (TCW), a European mobile-phone retailer, recently earned a Kana Summit Award in that category. TCW began using Kana for email management two years ago and then added Kana IQ for knowledge management. The solutions have helped improve service, but TCW's head of knowledge management Anne Wood says the success goes beyond tools. Before deploying Kana IQ, TCW relied on an often-unstable home-grown system, which had become more of a dumping ground for resources than a cohesive outlet for customer support.

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									         DIALING INTO KNOWLEDGE
         The telecom industry isn’t often known for
         its customer service, but The Carphone
                                                        Adhering to Higher Quality
         Warehouse (TCW), a European mobile-            New York Life streamlines its workforce, vastly improving
         phone retailer, recently earned a Kana
         Summit Award in that category.
                                                        internal metrics



                                                        I
            TCW, which has three contact centers
                                                              t’s hard to improve upon what
         serving 1,700 retail locations across nine
                                                              can’t be measured—or at least
         countries, administers customer service
                                                              upon what can’t be spelled out to
         according to five tenets, one of which is
         “The reputation of the whole company is
                                                              workers. Many argue that metrics,
         in the hands of each individual.”              both internal and customer-facing, drive
            With that in mind, says Anne Wood,          the contact center. The lack thereof was
         TCW’s head of knowledge management,            a slowly building problem facing the
         the key is empowering agents with con-         Tampa, Fla., contact center of insurance
         sistent and organized knowledge. TCW           provider New York Life (NYL).
         began using Kana for email management             “Ideally, we’re committed to provid-
         two years ago and then added Kana IQ for       ing best-in-class service for our clients,
         knowledge management. The solutions
                                                        and we must make sure we’re keeping
                     have helped improve service,
                                                        up with our company’s philosophy that
       Tools take    but Wood says the success goes
                                                        ‘We’re always there for them,’ ” says
                     beyond tools. “You have to put
     effort. “And    a lot of effort into making them
                                                        Gian Brackin, NYL’s assistant vice pres-
                                                        ident of system and reports. “We’re in could take on others that can be more
they don’t work      work,” she says. “And they
                                                        charge of making sure we do things that complex and make it more interesting,”
                     don’t work if you don’t put the
if you don’t put     customer at the heart of it.”      make sense for our clients and custom- she says. “Being able to give agents goals
the customer at         Before deploying Kana IQ,       ers—and that includes our contact cen- and [to allow them to] manage them-
                     TCW relied on an often-unstable    ter agents.”                                   selves was also a key focus for us.”
 the heart of it.”   home-grown system, which had          On top of that, NYL’s Tampa contact            To make the shift away from Excel
                     become more of a dumping           center happens to be the service provider spreads
								
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