Mothercare Uses Knowledge Management To Unify Customer Experience Across Touchpoints

Specialty retailer, Mothercare Group, worked with self-service vendor, Transversal, to improve knowledge management across its three key touchpoints — the Web, call centers, and retail stores. Mothercare achieved improvements in costs, revenues, efficiency, customer satisfaction, and delivery of the brand promise through an improved customer experience by consolidating company knowledge into a single database with a natural language search interface. Customer experience professionals seeking to emulate this success should first determine their organizations' digital customer experience strategy and then identify short-term, midterm, and long-term opportunities for improvement aligned with that strategy. Projects should be broken into iterative steps that produce tangible results, and customer experience professionals should devote some of their time to conducting internal public relations (PR) so that the wider organization is eager to support customer experience initiatives in the future.