Few, if any customer experience (CX) leaders would argue that being able to use their company’s knowledge content for customer interactions leads to an improved experience for them. But consistently so? That’s the tricky bit.
Metrigy’s latest CX-related research, the soon-to-be-released global Data & Knowledge Management for CX: 2025-26, study reveals the catch. Among the 393 companies studied, 58.3% attributed their ability to deliver a consistently better customer experience to knowledge content. For 36.4% of companies, access to knowledge content only sometimes leads to improvement, while for 5.1% that is the aspiration, but not yet fulfilled.
For most in these latter two camps, there’s likely no single reason for the lack of consistency in or inability to deliver better customer experiences. But the knowledge content itself is surely a culprit.
All too often, knowledge content might be outdated or inaccurate, leading to agents sharing or self-service customers relying on bad information for guidance and decision making. It might be poorly written and organized such that it’s not findable or, if it is findable, it’s not relevant to the query at hand. There’s nothing more confusing than receiving an answer that has nothing to do with the question asked or frustrating than getting a response that is not in the least bit helpful.
A gap in knowledge content is another contributing factor. The CX knowledge base is typically chockful of information useful in addressing commonly asked questions. But inquiries that go beyond the norm may run into a brick wall when trying to retrieve appropriate knowledge content.
Knowing what knowledge content to create and identifying what knowledge content needs updating are two considerable challenges most companies in our Data & Knowledge Management face. They’re also chief factors inhibiting their ability to deliver a consistently better customer experience.
Getting a handle on knowledge content is more important than ever. The ability to apply AI-guided assistance and search for agents and customers successfully depends on it. As one enterprise CX leader recently reminded me, heading willy-nilly into AI without having knowledge content in order will lead to struggles and, often, the need to back away from planned or implemented use cases—and that’s never a pleasant experience.
Interested in discovering what else Metrigy uncovered about how companies are approaching knowledge management in the age of AI? Schedule your briefing today!
