Providing the ultimate customer satisfaction is the cornerstone of digital transformation. When a customer or potential customer searches your site, providing personalized content is a large factor in the quality of their engagement. In fact, it can make or break the customer experience – and your business.
Forcing customers to wade through results and links that do not provide the information they seek will only cause frustration and drive them to seek information and services elsewhere. By leveraging artificial Intelligence (AI) and machine learning (ML) capabilities, however, you can control and dramatically improve the relevance of the information you provide.
Search engine technology continues to evolve, as do the algorithms employed to rank and order the document and page links presented. In fact, search engine optimization (SEO) has become a discipline in and of itself, with financial services companies competing for better rankings on public web searches.
When deployed as a function of your own web presence, however, you can utilize advances in technology, as well as your own preferences and insights, to determine the optimal order of information presented.
The latest generation of search engines leverage AI and ML to analyze behavior patterns, apply context, and predict the content that your customers want to see. This ability can even be applied down to a customer-specific level, providing the optimal experience for each individual.
Through the algorithm configuration options available in a search engine, you can tailor the results to recommend key content you want customers to view. In this manner, the website search function becomes not only a customer self-service tool, but a powerful context-sensitive marketing capability as well.
The capacity of these engines to dynamically learn by considering such factors as the number of search result links clicked or the time spent on each page can also be a benefit to your internal functions. For example, contact centers can be more efficient when representatives are presented with the most relevant information first. They don’t have to hunt through a multitude of links to find the information their customer is requesting.
The technology also benefits employees searching for documents across multiple internal sites or content repositories. Search engines can access, index, ingest, and filter information from any number of file systems and commercial document libraries to provide single-point access to and unified view of all information a company wants to make available.
Providing customers with personalized search results is a key component of providing an overall superior customer experience. Seventy percent of customers want to be able to solve product or service issues themselves and expect a company’s website to include a self-service application.
To learn more about the benefits of implementing AI-powered search at a financial services firm, you can download our guide below or click here.
