How Search Analytics Takes Your Customer Service to a Higher Echelon

Take a pause and think. When you get up in the morning or noon (shoutout to all sluggish people out there), your brain automatically begins to analyze the information in real-time. Like getting out of bed, brushing your teeth, brewing some tea/coffee, cooking your breakfast, strategizing on what tasks to get done, and so on.

Search Analytics works similarly in the customer service realm. Organizations require top drawer strategy which can only be weaved with the help of data-driven insights.

Not convinced yet? Let us tell you in detail how Search Analytics helps to improve your customer service strategy, hence, customer experience strategy. Here’s how:


Identifying and overcoming knowledge gaps - Search insights help you gain an understanding of what your customers are looking for, and whether they can find satisfactory answers to their queries. You will also be able to pinpoint exactly why they are unable to find relevant content at the time of need. Therefore, you can ascertain which topics lack the necessary information and update the existing data.

Optimizing content - You get access to valuable insights, which allows you to understand user intent. It also helps figure out which issues repeatedly come up, so you can work on how to resolve them. As a result, you can optimize your content to be more relevant and prevent escalations. Thus, you will be better equipped to handle similar queries in the future.

Boosting Relevant Content - According to Forrester, 70% of customers prefer using the company website to get answers to their questions rather than through the phone or email. However, there are many cases where knowledge base articles are present but hard to find. This is where search analytics can help! The insights help you identify content pieces which contain regularly searched information, so you can make them easy to find and drive more traffic to those pages.

Useful Reports To Track for an Unbeatable Strategy

Organizations are scrambling to produce more content. However, they seldom take out the time to craft a content strategy. Given below are the key reports you must focus on, from the perspective of both customers and knowledge workers:

1. Searches with No Results
With this metric, organizations can easily identify the searches that return no results and use this knowledge to create relevant and contextual content, thus ensuring you transform a dead end into a road ahead.

2. Searches with No Click
With rich search analytics, knowledge workers can identify searches that were unsuccessful, hence uncloaking content gaps. Subsequently, the knowledge team can also leverage this information to understand whether only the titles and meta descriptions need to be updated or the information needs to be revised to improve the quality of existing articles.

3. High conversion Results Not on Page One
With visibility into the best-performing content, knowledge teams can manually tune the relevant results to always stay on top. Some advanced solutions offer the ability to rank the results based on various factors such as user intent, context, synonyms, etc.

4. Low-Impact KB Articles
Search Analytics can save the day by identifying pieces that failed to deflect cases. Knowledge workers can further analyze them to ascertain the root cause of their lackluster performance. Thereafter, the articles can either be archived or updated accordingly.

5. Articles that Deflected Cases
On the positive side, search analytics also yield reports on articles that aided customers and helped reduce the support caseload. It’s an in-depth report that captures the number of clicks each article receives along with session reports in which they were consulted.

6. Support Content Effectiveness Analytics
It enables knowledge workers to establish the number of cases that were deflected due to a specific article. It also lays out the precise keywords that this article ranked for along with the keywords used for searching. By leveraging this report, knowledge workers can annex new, missing, and additional tags in the backend to ensure it incorporates the VoC and guarantees a seamless search experience.

Takeaway
Customers always look for convenience that you can deliver with the help of search-powered analytics. It will help you make relevant information available to them at the time of need, thus boosting self-service success.

To that end, let us know which above-mentioned reports turned out to be most useful for you.