Imagine you’re leveraging an intelligent search solution to improve self-service support and enhance customer experience. Yet, only 14% of customer issues are fully resolved in self-service.
Thinking, why? The reason could be a lack of actionable insights. Leveraging enterprise search solutions is one thing, but knowing what works for customers and what doesn’t is a way to improve self-service capabilities.
But how can we get actionable insights? The answer is search analytics.
Want to know what search engine analytics is and why it matters for enterprises? In this blog post, we’ll discuss different enterprise search analytics in search solutions, how they will enhance the self-service experience, and how they will impact ROI. So, let’s get rolling.
Why Search Engine Analytics is a Must-Have for Enterprises
Users who visit self-service portals or communities leave digital footprints in the form of information they access. By analyzing search patterns and user behavior, you can derive meaningful insights, helping adopt a user-centric approach while creating and updating knowledge bases.
For instance, a user searched, “How do I reset my laptop password after it expires?” So what this search query reveals:
1. The information users are looking for
2. The difficulties that they’re facing
These valuable insights from the search data help businesses transform reactive support strategies into proactive ones, ultimately boosting customer experience.
How Search Analytics Uncovers Hidden Insights
By leveraging search analytics of AI-powered search solutions, enterprises can uncover patterns that help them:
Identifying & Bridging Knowledge Gaps
One of search engine analytics’ abilities that supercharges the self-service experience is identifying knowledge gaps. When users search for something but fail to find the relevant result, indicating either knowledge is not created or updated.
This is where content gap analysis steps in, helping organizations bridge knowledge gaps and improve their knowledge bases. It involves assessing unsuccessful searches (queries with no relevant results), searches with no results (no matching content exists), and searches with no clicks (users don’t find useful content).
These insights reveal where information is missing or inadequate.
For instance, a support leader notices high volumes of unsuccessful searches for a specific product issue. By analyzing the Content Gap Report, they identify missing knowledge. To address the gap, they can create content for unanswered queries and update the existing information to make it more relevant for users, resulting in reduced future support tickets.
Optimizing Content for Relevance & Searchability
Poor search experience means users are unable to solve their queries due to irrelevant content. However, by leveraging search engine analytics, you can extract valuable takeaways from user search insights.
It includes a search summary, which provides an overview of search activity, search experience feedback capturing user ratings, and a click position report tracking where users click in search results. These reports help map queries, refine content, and enhance search relevance.
Suppose a support manager observes a low average click position. This means users aren’t finding relevant answers at the top of search results. To address this issue, they can analyze user feedback and search trends and optimize their metadata, content relevance, and ranking algorithms. This will improve findability, higher case deflection, and reduced support workload.
Enhancing Personalization & User Experience
What if you could see how users interact with search and available knowledge? AI-powered search engine analytics lets you keep tabs on user activity in real-time through session tracking details and top-clicked searches. It also identifies which documents are most viewed and drives the most interaction.
Imagine a CTO at a SaaS company using session tracking insights to understand user behavior before submitting a ticket. The team dynamically personalizes knowledge recommendations based on top-clicked searches, leading to an increase in self-service success rates.
Improving ROI Through Better Search Analytics
Support leaders need to make strategic decisions to boost ROI, but reviewing all the reports is overwhelming. They need something that reflects crucial information in one place. This is where the dashboard for leaders comes into a play.
Through this dashboard, they can view cost savings due to explicit deflection, helping measure current support strategies. It also enables decision-making by quantifying case deflection’s impact on ROI, assisting leaders to optimize budgets, justify investments, and enhance self-service efficiency.
Driving Proactive Support & Reducing Ticket Volume
Proactive support strategies can boost the self-service success rate while reducing support ticket volume. The leadership dashboard from search engine analytics helps enterprises track the volume of customers who solved their query independently (Unassisted Self Solve Volume) and others who attempted self-service but needed agent help (assisted case volumes).
These insights enable data-driven decisions to improve proactive support strategies.
Imagine a customer who searches for a query but fails to find the answer. Later, they reach out to live support, where agents assist them. If there are many cases like this, the volume of assisted cases will be high in the leadership dashboard.
By analyzing the assisted case volume, support leaders can identify common issues that lead to ticket creation and gaps in outdated, hard-to-find, or incomplete knowledge articles. Therefore, they can proactively update articles to improve self-service and use search tuning to surface relevant answers before users raise tickets.
Enhance your customer support with Actionable Insights
Search engine analytics provides great data on customer behavior and search patterns, offering comprehensive yet clear, data-driven insights.
Cornerstone OnDemand also struggled to navigate multiple search analytics and reports. But with the SearchUnify insights engine, it was able to extract comprehensive insights into case resolving data, search trends, click conversions, etc. Consequently, it achieved a 98% surge in self-service resolution.
FAQ
Can enterprise search software provide analytics?
Yes, enterprise search software offers analytics to track search trends, user behavior, and content effectiveness. These insights help businesses improve knowledge management and enhance self-service efficiency.
What is enterprise search analytics & why does it matter?
Enterprise Search Analytics analyzes user queries, search patterns, and engagement metrics to optimize knowledge discovery. It matters because it enhances self-service, improves content relevance, and boosts customer satisfaction.
How does search analytics power intelligent support & drive ROI?
Search engine analytics identify gaps in knowledge, improve search relevance, and enhance self-service adoption, which reduces ticket volumes and enhances customer experience while driving higher ROI.