Stakeholder needs aren’t one-size-fits-all, and your resources aren’t infinite – so how can you ensure that relevant insights are continuously shared with the right people at the right time in the right format?
In her presentation at CRC in New York, Kristi Brown, Customer & Marketing Insights at Chick-fil-A, shared Chick-fil-A's strategic approach to knowledge sharing, and three key aspects that keep stakeholders across the organization informed and engaged.
1. Search is key
“93% of online experiences begin with a search engine. Google has spoiled all of us: if we don't get results and get them quickly, we abandon the platform.“ That’s why one of Chick-fil-A’s main requests was a quick and effective search engine.
Kristi described how Stravito’s AI-powered search engine gets quick and tailored results every time. Users can then create executive summaries and key findings of documents, so team members can read up on a topic within a few seconds, instead of scanning through 20-30 pages decks.
2. Don’t underestimate the power of design
For Kristi and her team, design was another key function. “Have you ever heard the statement: “Design is the silent ambassador for your brand?” It's a quote from Paul Brand. I think it's a great quote, and I agree with him. A good design should be simple to navigate and it really needs to make sense to users outside of the insights team.”
Stravito’s platform is designed to guide and direct users to key insights and knowledge. This helps Chick-fil-A's CMI team to spend less time on connecting people with the right resources and people, and more time on building the business.
3. Personalization: meet each user’s needs!
”Quick search and great design is one thing–what takes any successful knowledge sharing platform to the next level, the cherry on the top if you will, is personalization.”
Kristi differentiated three target groups within Chick-fil-A’s users: stakeholders, leadership and enterprise. She wanted to build personalization into the platform, so she could meet the unique needs of each user.
One of the ways that Kristi does that is through Stravito’s Collections, where team members can add all of their reports on a subject to a Collection. Other users can then follow that Collection and receive notifications when new content is added.
A recipe for success: search, design, and personalization
In rethinking these three key aspects, Kristi has managed to revolutionize knowledge sharing within Chick-fil-A, by creating a centralized and continuously shared insights platform, that keeps stakeholders across the organization informed and engaged, and keeps the business growing.
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