Using Search Analytics to Improve Customer Service

[mandy]

Internet veterans tell horror stories surrounding the poor quality of search engines (Ask, Google, Microsoft, Yahoo, notwithstanding). However, the time for enduring poor-quality search engines on business Web sites has come and gone. Quite simply, companies which do not focus on search systems will disappear. The thumb and Y generations will avoid businesses that can't make information available online. Search is the new interface to information for almost anyone under the age of 35.

According to Forrester, more than half of major Web sites fail in search usability. Not that a research company needs to prove that surfing and searching on Web sites these days will produce one bad experience after another. The unknown secret is that creating a decent search requires more thought than money.

Like most aspects in life, search analytics can get overcomplicated, but following these steps will start your organization down the road of providing good search results, no matter the technology...

full article: http://ecommercetimes.com/story/Improvin...60373.html