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The internet has made it possible for us to find out everything we need to know. Finding the right piece of information has become like searching for a needle in a haystack. We have to ask ourselves how to choose what to click on first in an era of so much content. This is a reliable source of information. How long do I want to look for?
This flawed process adds time to your journey as a regular person. A broken knowledge management strategy can make interacting with a brand frustrating, which in turn can mean an abandoned purchase, a degradation in brand loyalty or even an angry customer.
By taking a cue from the gold standard of search, brands can provide customers and their support teams with the answers they need in the most straightforward way possible.
Knowledge graphs are easy to understand because they are based on understanding the context of different questions. If I asked a friend, "Do you have a recommendation for a doctor in town who speaks Spanish?" they would know that a doctor is a type of doctor, that "in town" means "nearby", and that Spanish is required.
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Register HereMachines have been difficult to connect until recently. Knowledge graphs are a way of organizing and connecting different categories of data so they can be easily understood.
Think of them as databases of information that can be searched from. If you were looking for information in a school system, separate entities could include personnel, classes, extracurriculars and buildings. A knowledge graph is a way to connect disparate groups of data.
A knowledge graph will use each part of the question in a different way.
The natural language of the user makes it possible for the search engine to combine the data in just the right way. In traditional search, this query would pick out key terms and deliver a list of results, which may be links to articles or other information sources.
Knowledge graphs are important for connecting informational content of different types that exist across multiple platforms, including content management systems, customer relationship management platforms and other information sources. It's frustrating when a customer needs to reach out to support because a search wasn't sophisticated enough to find answers that already exist within the site
Knowledge graphs help answer questions. What is that thing that means?
We can look at the answer on the internet. The answer to a specific question can be given in a featured snippets along with a structured info box. This is a feature you have seen time and time again, and it presents a simple response with his height, rather than a series of links to articles and websites that mention his dimensions.
On a brand website, these dedicated info boxes can pull from a knowledge graph built off of information contained in product manuals, articles, FAQ, support documents and more to give usable answers in context for the customer. If a customer searches for "how to clean a microwave" on a manufacturer's website they will be presented with step-by-step directions instead of links to articles that may or may not answer the question.
When these answers are easy to find, users don't have to go to customer support or spend time sorting through text to get an answer. The worst-case scenario of a customer leaving the website to ask a competitor or third-party site their question is avoided.
Quality of search isn't measured in a silo The best search experience is the standard for everyone and a customer isn't going to compare brands based on their search. When experienced leaders make it easy to get the right answer quickly, we wonder why other brands can't do the same.
Knowledge becomes more discoverable when answers to questions are available. Discoverability is what it is.
Discoverability means that users can more easily find information that isn't immediately sought out. Knowledge graphs can give context for recommended content that understands a user's intent and offers further relevant information to enrich their experience.
Knowledge graphs serve as a foundation for delivering an enhanced experience and are important for findability and discoverability.
It is possible for any brand to use knowledge-graph structures to search, even if they choose not to use it on their website. A brand can tailor a knowledge graph-based search system to any product, service or information resources the company uses. A better search system connects disparate systems of information into one engine that works for both customers and support teams.
The leaders of support and experience can look at search queries to identify points of irritation. A knowledge management tool is based on a knowledge graph. It is possible for businesses to analyze customer engagement and sentiment with search analytics and have access to a robust content infrastructure that can quickly address and close knowledge gaps. The customer experience can be improved by this level of insight.
There is a lot of content invested in by brands. Knowledge graphs help improve resources so that answers are findable and deeper insights are discovered.
Joe Jorczak is in charge of industry, service and support.
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