Measuring the impact of knowledge management (KM) is important, because tangible metrics provide an overall picture of customer satisfaction to your knowledge managers and your executive team, making the return on investment (ROI) measurable as well. The ability to show knowledge managers and executives that KM practices and changes have had a positive effect on customer satisfaction is the key to making those practices permanent at your company.
Rather than using one metric to measure the impact of your KM practices, we recommend that you use multiple metrics to create a balanced scorecard for your KM practices. This gives you a better picture of the impact of your KM practices. Here are some best practices for gathering your metrics:
Collect customer feedback on an article by article basis
Common methods of collecting customer feedback include star rating systems, Smiley Face Indexes, "Was this article helpful?" yes/no fields, and free-text comment boxes. By providing an easy method for customers to give you feedback on an individual article, you capture not only customer satisfaction (CSAT), but also the customer success rate. An increase in positive feedback and success rates indicate a positive impact for your KM strategy.
Capture customer effort statistics (CES)
You can do this by creating a customer journey map. A customer journey map measures how effectively your content is by measuring the level of effort needed on the part of a customer to find the information they were seeking. To do this, you directly observe a customer's path from initiating their search through to resolution of their search. You record how long the journey takes, the number of clicks the journey took, and how many screens the customer had to access in order to find the resolution to their issue. A decrease in the customer effort levels also indicates a positive impact for your KM strategy.
Utilize customer surveys
Through the use of survey questions, you can collect data from customers on a wide variety of metrics, including their satisfaction level, whether or not their search was successful, and the level of effort employed during their search. You can provide a customer survey link on your website, deploy pop-up surveys, or send out surveys via email through a service like SurveyMonkey. Comparing previous survey results to current surveys allows you to chart positive and negative trends in the impact of your KM strategy.
This is part of KM Path™ Phase 6
This article is part of Optimize, the sixth step in Irrevo's KM Path methodology. The best KM programs become an integral part of a company's day-to-day operations and a vital component of the customer experience, but without proper maintenance, your program could quickly stagnate.
Irrevo's KM Path is the proprietary methodology we designed to help you plan, build, launch, and optimize your knowledge program. Learn more