The post-sale support experience is laden with information, assuming you know where to look. By digging a bit deeper, you can find reliable and actionable data that will help you be more engaged with your customers—to learn their voice and the ways they seek out help content.
Search monitoring is a great place to start.
Many companies rely on basic search reports, business intelligence tools, or the Google Analytics Search Report for this kind of information. While these are useful tools, they can be limited in scope and reach. Having search reporting integrated into your knowledge management system offers a more layered and complete picture of the end-user search experience, including the ability to get much more granular in your analysis.
The MindTouch Search Insights Report
In a previous post, we introduced search reporting, a useful approach to content optimization that can help reduce customer effort and improve agent productivity. MindTouch offers its own search reporting tool, aptly named the Search Insights Report. Here’s a quick look at some of the key features.
Analyze Top Queries
Take a look at what people searched for, which terms they used, and how often a given query was entered. You can even take a look at clicks to see how many times a page (or pages) was clicked in the search results for a particular query. This can help you improve search performance by making it easier for users to get to the content they are already looking for. And if that content doesn’t exist? You’ve just identified a content gap worth addressing. Learn more about how to analyze top queries.
Discover Search Trends
From a high level, this feature shows you the total number of searches and clicks over a given period of time. It can also reveal informative search trends. Maybe you see a spike during certain times of the year. Or maybe certain trends correspond with your product release schedule. These trends can further inform your content strategy, including when and where to optimize.
View search data for specific sources, user types, timeframes, and keywords. Drill down and see the search behavior, for example, of certain user groups. You may notice trends in how your agents are searching, or users of a certain product. Again, this information can help you identify content gaps and optimize search to meet the needs and behaviors of your various user groups. There are a variety of applications for filters.
A Deep-dive With a Big Upside
A deeper understanding of the customer voice sometimes seems just out of reach. And it’s often because we’re looking in the wrong places, or overlooking some key sources of information. Search reporting is a powerful way to help bridge that gap and understand how users search for content, including the specific language they use to do so.
You might be surprised!
Search Insights can even inform optimization efforts that lead to faster resolution times for your support agents and improved customer effort scores. How? By leading you to those frustrating areas of the user experience where people are having trouble finding the right information. It’s here where the magic happens—where actionable data emerges that can help identify content gaps and improve your self-service support experience.