Making Connections
Search and Content: Keys to a Better Customer Experience

Let’s revisit the previous example, but taking into consideration the customer’s intent. In this instance, when the customer searches for "San Francisco coverage," the search application is able to determine his intent based on the entire phrase he included, not just match the phrase word-for-word in the search. When the results from the search are returned, instead of getting multiple pages of links, the customer receives one page that includes the provider’s coverage map. In this experience, the customer finds what he needs immediately without multiple clicks or frustration. The customer is delighted and will remember this positive experience in the future—especially when he comes across other sites that are only providing a general search experience.

Search is Only as Good as the Information
Good search is meaningless without good content. Search and knowledge management are flip sides to the same coin in business contexts where decision-making depends on access to the right information. Knowledge management provides a centralized repository of up-to-date information and answers that enterprise search can pull from when delivering customer results. As a living, breathing application, knowledge management captures the explicit and tacit knowledge held by subject matter experts. When new issues arise or frequent problems are formally addressed, employees are able to create new knowledge that can quickly be made available for reuse both internally and externally.

This internal knowledge is generally the best source of information to answer customer questions. However, making the knowledge accessible can be quite challenging. Testing content before publishing for findability is an important step in the publishing process. Innovations in enterprise search applications will allow content authors to:

Identify which search queries are returning specific content and customer content usage;
View how content is found within search queries (i.e. is it found in the results or after several click-thrus) and receive alerts if specific content starts to score too low;
Leverage a library of consistent, search-vetted terminology when creating and publishing content (i.e. at Apple, they always use "iPod Touch" instead of "iTouch" since this is what customers are likely to use in their query); and
Use process wizards and automated help to correctly classify content included in enterprise search results.

In addition to internal knowledge and content created by employees and subject matter experts, the external Web provides other sources of information that can be used when defining customer content needs. External forums and discussion groupsprovide insight into customer emotions, perceptions and sentiments that are not being shared directly with the company, but should be addressed in some way. Social networks are influencing the way that customers connect, tag and share information. Having an understanding of the content being used within these networks provides valuable insight into what specific content customers find most useful in addressing their specific needs and what they would recommend to others with similar needs.

The effectiveness of enterprise search is largely driven by the quality and findability of the information being pulled from. By connecting enterprise search with internal knowledge management, companies are able to deliver the precise, accurate answers that customers expect and would receive by contacting customer support without the additional costs.

Enterprise Search—A Closed Loop
Enterprise search is not something an organization can "set and forget." It evolves with the changing user needs. Monitoring search activities identifies opportunities to improve the quality of the customer experience.

Detecting what content is accessed frequently by queries but is rarely accessed by a link suggests that a prominent link within the site navigation should be created to make it easier to find without having to resort to search.
Identifying references to an emerging product issue alerts the company to immediately respond to the issue by developing new knowledge that can be delivered to customers through their search queries. In contrast, queries that contain unanticipated product uses and benefits can be forwarded to marketing for use in their materials.
Monitoring search terms, keywords and phrases uncovers areas where new intents should be created to deliver customers precise answers to their queries.

Enterprise search plays a critical role in the customer experience and will influence whether customers walk away with a positive or negative perception of the organization. Leveraging intelligent, personalized and intent-driven search, companies are able to transform frustrating, time-consuming searches into experiences that provide real answers and action. Companies that keep a pulse on enterprise search and are able to continuously evolve to meet the changing needs and expectations of their customers will realize a wide range of benefits—from improved knowledge sharing and customer satisfaction to increased call deflection and reduced support costs.

1 For more information, go to inquira.com/resources/OnlineExperience.asp