The value of collective intelligence in the digital age has been worked and reworked to generate the rules that govern interactions with the digital consumer. But they have yet to penetrate the customer service centre environment, which runs primarily on KPIs that focus on meeting traditional call centre and customers satisfaction metrics.

While KPI-motivated customer services staff are capable frontline agents, committed to solving each customer issue, they’re not looking far beyond their current case. They are often thinking “How quickly can I solve this problem now?” when they should be thinking “How can I learn from this case so I can better solve a similar case in the future?” This isn’t their fault; if they’re only being measured on traditional KPIs, like call resolution and average handle time, what incentive do they have to focus on future outcomes? To realise customer services staff’s full value, the best businesses look beyond immediate outcome measurements and invest in future resolutions by committing to knowledge management.

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