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The term digital customer experience refers to the sum total of all the online interactions a customer has with your brand. It may start with your company website but could also include apps, chat bots, social media, and any other channels where the touchpoint is virtual.
Keep in mind that consumers are more likely to share a negative experience with others than they are to share a positive experience, as stated by Statista.com (Chart: More Likely to Vent Than to Recommend? | Statista).
Findability is becoming an issue not just for education organizations, but for entire companies. Siloed data and information means that customers have to go to numerous sites within a company to find what they need. While this larger problem certainly speaks to your company’s digital customer experience overall, we will focus on findability as it pertains to the education services organization.
Data provided by Michael Hendron, PhD, in his article, The Findability Solution, shows that only 50% of the time do customers find what they are looking for during a site search, not a good omen.
In only 50% of site searches do customers typically find what they are looking for.
So, what to do? If your Learning Management System (LMS) is the inhibiting factor (I often hear from members that their LMS is the culprit for lack of findability), then go find a search engine that can do the searching that your LMS can’t.
The solution is analytics-based or cognitive search, which indexes all of your content and returns very specific results—including the exact location of the needed nugget of content within a large document, such as a course, or a smaller element like a learning module or chapter.
In fact, going back to the beginning of this section, I had mentioned that findability is a company-wide issue. With that in mind, intelligent or cognitive search provides capabilities that go well beyond searching for content on customer training webpages.
Post Date: July 8, 2021
Maria Manning-Chapman, is the distinguished vice president of education services research for TSIA. She has more than 25 years of education experience in the high-technology industry. Maria is well versed in the dynamics of running an education services business and has held leadership positions in operations, virtual learning, business development, curriculum development, delivery, and partner management over the course of her career.
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