WHY A SEAMLESS SEARCH EXPERIENCE IS CRUCIAL
The telecom sector is highly competitive, where customer experience must be perfected to keep or attract customers. Crucial in the buyer’s and/or customer journey is a flawless user experience across the various channels the sector offers. A maze of information has arisen due to the vast amount of content, topics, services, and e-commerce directed at both individuals (TV, iternet, telephony, and mobile) and businesses, as well as resellers and staff. As a result, displaying relevant information to the right audience – alongside or within a smooth user interface – has become a significant challenge.
As indicated, a modern, well-designed user interface is key to a good user experience. Unfortunately, UX experts often do not or insufficiently consider a proper and seamless search experience. Customers, prospects, and other visitors will often choose the path of least resistance on a complex site, and that is undoubtedly the search bar! This is often overlooked or poorly managed but is not only a valuable search tool but also a source of information to further optimize the channel and spot opportunities.
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A BETTER USER EXPERIENCE WITH A BETTER SEARCH EXPERIENCE
A. ENHANCE YOUR SEARCH BAR
By implementing search technology, you turn your search bar into a powerful tool that not only smartly provides relevant information to the user but also offers tremendous insights as a marketing and analysis tool.
B. SEARCH EXPERIENCE
By crawling your own content (within the defined scope) and indexing it, this content can be displayed lightning fast in a search query. An intelligent search engine will also consider synonyms or related items.
C. REPORTING & INSIGHTS
An enterprise search solution like Elasticsearch also offers the ability to measure, analyze, and refine search traffic. With these insights, you can further improve your customer experience or respond more quickly to incidents and outages.
D. NLP OR SEMANTIC & CONTEXTUAL SEARCH
NLP or Natural Language Processing is an AI technique that can interpret sentences or a combination of words in their context. For example, consider two sentences that have completely different meanings but would yield the same results with a simple search engine (based on keywords). The examples below illustrate the situation:
“What is the cost of a Wi-Fi connection for the internet?” versus “What is the cost of an internet connection for Wi-Fi?” “Is a 5G connection cheaper than a Wi-Fi connection?” versus “Is a Wi-Fi connection cheaper than a 5G connection?” The words used are identical, but by changing the order, you get a different context and therefore expect different search results. Using NLP, you get context-placed results.
E. AUTOMATIC LANGUAGE RECOGNITION
Is your search query in French? Then you will also get French results back.
F. RELEVANCE TUNING
The most relevant search results are displayed first. This way, users can quickly get to the right information without endlessly scrolling through different pages of search results.
ELASTICSEARCH AS THE ENTERPRISE SEARCH SOLUTION
Elastic offers a range of solutions for the points mentioned above.
Elasticsearch as search technology can connect all data and knowledge silos. These data can then be made more easily accessible to your customers or visitors. From finding the right product in e-commerce to content or support pages, allowing your customers to be helped without customer support intervention.
Elastic technology can also report a peak in similar search queries to spot certain sales trends or incidents more quickly, enabling faster action.
FROM CUSTOMER EXPERIENCE TO CUSTOMER CONVENIENCE
Elastic indexes content and metadata, boosting the display of search results. Even during peak moments of visitor numbers on all available channels.
Elastic's enterprise search solution starts with indexing all sites/channels or content management systems within the scope. An in-depth analysis and mapping of the data lay the foundation for a solid experience of how content can be found and displayed.
A dedicated web crawler automatically adds updates and content to the index. It scans the pages for the most important keywords and collects metadata. Other content such as links, images, or videos is also indexed and referenced with metadata.
The numbers don't lie; Elastic's ‘Results that Matter’ survey shows that satisfaction among both customers and employees increases by as much as 69% in terms of speeding up collaboration, response time, search experience, and onboarding. The customer easily navigates through the website and receives customized search results. They are, as it were, served on their terms.
ELK FACTORY HAS THE RIGHT EXPERTISE
We have already implemented these solutions for our clients in Telecom. A search experience focused on users ensures a natural way to navigate through the content.
Are you facing the same challenges? Do you have questions? Do you want to know how we implemented this solution for our telecom clients? Contact us!