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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.
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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