All Posts

Upping Your Findability Game

We often think of search results as a list of links to documents or webpages.  The more precise and relevant the better.  But that’s not really what most users want or need.  Rather, what they need is an answer to a question.  This is where the findability game is going. 

Do you use Apple's Siri application?

When you ask “Any good burger joints around here?” Siri will reply “I found a number of burger restaurants near you.” Then you can say “Hmm. How about tacos?” Siri remembers that you just asked about restaurants, so it will look for Mexican restaurants in the neighborhood.”

Ok, now envision using something like Siri for your customer self-service, knowledge management, or enterprise search applications.   “Will you pre-approve my loan application?”  “Sorry, we can’t because your credit rating is below our threshold;” Or, “Which form do I use to change my medical insurance plan?”  “Click on this link to access the form you need to change your insurance plan.”

READ: Intelligent Virtual Assistants Are Search-Based Applications

The technologies are now available to make search a more effective conversation.   In a way, search has always been a conversation – but one in which neither the searcher nor the search system are very eloquent:  The searcher enters a vague search term and the system responds like a self-centered bore at a party rambling on about all sorts of irrelevant information.

Searchers are always going to enter very little information about their query.  It is the goal of the search system to ask the searcher what they mean, to probe about their intent or to present possible choices both before they search and throughout the process of reviewing results.

Upping your findability game is going to require three major elements.  First, you will need to do a better job understanding the intent of user questions.  Second, you will need to be able to retrieve precise answers to questions – rather than force users to search for their answer within the body of a document.  Finally, as the consumer comes to expect natural language transactions, you will need to integrate search with speech.

CASE STUDY: Allstate Business Insurance Agents Speed Up Quoting with Context Sensitive Help System

If you are ready up your game, it’s time to begin the transition to providing answers not search results.

For a look at how we use information architecture to design and build an Intelligent Virtual Assistant download our white paper: Making Intelligent Virtual Assistants a Reality. In this paper we show how to deploy intelligent applications in your enterprise to achieve real business value.

 

Seth Earley
Seth Earley
Seth Earley is the Founder & CEO of Earley Information Science and the author of the award winning book The AI-Powered Enterprise: Harness the Power of Ontologies to Make Your Business Smarter, Faster, and More Profitable. An expert with 20+ years experience in Knowledge Strategy, Data and Information Architecture, Search-based Applications and Information Findability solutions. He has worked with a diverse roster of Fortune 1000 companies helping them to achieve higher levels of operating performance.

Recent Posts

Use Customer and Behavior Data To Create Personalized Experiences

The more quickly customers can find the product they are seeking, the more likely they are to complete a transaction and to return to the site in the future. Personalizing offers and making well- targeted recommendations can bring customers and products together faster, and are effective ways to engage customers by creating a more positive customer experience. In order to do this, companies need to capture and use as much relevant information as possible. The more that is known about the customer, the more effectively the recommendation system works. Customers generate many signals through their online behavior, and those signals can also be used to understand their interests, purchasing patterns, and needs. Reading their digital body language accurately and creating a valid customer model is essential to anticipating and fulfilling those needs.

How to Instrument KPIs Throughout the Customer Journey

You're probably using metrics to determine if your marketing programs are effective. But, have you selected the right metric at each stage of the customer journey?  Which ones connect to your strategic goals? In this session Seth Earley and Allison Brown talk about how each stage of the journey can be instrumented to use feedback from course corrections to further improve the process. You'll learn: Types of operational and user experience metrics and KPI’s How to select and collect the right metric for each stage of the customer journey How KPIs can be used for data-driven decisions How to manage conflicting goals and metrics

First Party Data - Managing and Monetizing the "Data Exhaust" From Your MarTech Stack

Understanding, anticipating and responding to the wants, needs and behaviors of your customer is the competitive battlefield of 2022. However, with new limitations and regulations regarding second and third-party data and tracking cookies, marketers, digital leaders and ecommerce executives have to consider their own methods of collecting and acting upon the data they gather about customers. In this webinar Seth Earley will talk with industry experts about how you need to model, collect, normalize, organize, manage, analyze, and act on customer information. The time to do so is now and we’ll discuss practical ways to move the needle on customer data, customer analytics and orchestration of the customer experience.