This week's report is our evaluation of KANA Service Experience Management (SEM) 11, KANA's innovative, process-oriented approach to customer service. We've been hearing about it since early in 2008 when KANA announced that it and IBM would be jointly developing a cross-channel customer service offering built on IBM’s SOA Foundation. KANA announced it in June 2009. We finally got our hands on it this fall. It’s a very strong offering, a unique approach to customer service. Really.
Experience Flow Designer
© 2010 KANA Software, Inc.
Illustration 1. This illustration shows the workspace for the Experience Flow Designer.
Process-orientation can transform assisted-service. Think about your call center. Think about the CSRs/agents that staff it. Think of the challenges customer service management faces in staffing, coping with turnover, training, delivering a consistent service experience/ Wouldn’t it be wonderful if a customer service product took the burden off CSRs/agents (or self-serving customers) to determine:
* What to do next?
* What information to collect in doing it?
* What to tell the customer when it’s done?
Of course it would. And that’s exactly what you can do with KANA SEM.
KANA SEM provides the tools to design, develop, orchestrate, analyze, and maintain multi-step customer service processes that use (and include) knowledge management and case management functionality within the context of those customer service processes.
KANA SEM has the potential to transform customer service, especially contact center-based assisted-service. However, KANA SEM is also a bit different from conventional knowledge management and case management offerings. KANA will have to teach the market about KANA SEM. Adoption will take time, but KANA SEM could help organizations improve their customer service experiences right now.
A bit more detail. As we mentioned, KANA SEM 10, the first product version, was announced in June 2009. KANA SEM 11 was announced in October 2010. It's a new offering with limitations characteristic of its newness, limitations like no packaged reports or reporting facilities. KANA SEM also has a small installed base, fewer than 10 customer accounts. Causes for concern? Absolutely. On the other hand, KANA SEM is the first really new approach to customer service that we’ve seen in many years. It might change the way that you think of customer service.
KANA Service Experience Management 11
Process-Oriented Customer Service
By Mitchell I. Kramer, Sr. VP and Sr. Consultant, Patricia Seybold Group, December 23, 2010