Knowledge management for customer service has always been a difficult proposition. It’s not that knowledge management fails to work; it does its job well, as proven by the numerous case studies that show real ROI, as well as the maturity of vendor solutions. The historical difficulty with knowledge management is that many buyers and users don’t understand the difference between knowledge management and content management — and typically view knowledge management as a heavyweight solution that’s laborious to use.

Perhaps it’s time to lose the too loaded term knowledge management and focus on what it is that customer service agents need to do their job — to answer customer questions in a complete, accurate, and reproducible way. They need access to up-to-date content that is aligned with customer demand and which is created in a collaborative way. This content must also be available to call center agents, as well as agents dedicated to the email, chat, and social communication channels. A subset of this content must also be available to customers via a web self-service site. All these requirements translate into a collaborative content hub.

Here are the main capabilities that make up a collaborative content hub:

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