At Exalead, we are now seeing uses for search-based applications (SBAs) across many different industry sectors and enterprise departments. SBAs that have been a hot bed for Exalead are customer service-oriented applications. Recent Exalead customers have implemented SBAs within Contact Centers and also for direct use by customers (customer self-service applications).
With that in mind, I recently came across a blog on the movement of customer service towards the use of social media. Linda Evans’ entry on “Customer Service in Social Media” in particular comes to mind. What really resonates with me is the importance of companies monitoring their name in the social media space in order to be fully engaged with their customer base. It seems that the underlying challenge is how to be fully tapped in. Indeed, having a customer service Twitter channel makes a lot of sense, as does a presence on Facebook, LinkedIn, etc. But what about the next popular channel and the next … And, how in the context of customer service, does this get pulled together as a full and cohesive view of and conversation with the customer?
Well, yes, I do have an opinion on this, and now it’s even stronger. To maintain a 360-degree view of the company as well as its customers and competitors, channel searching needs to be both adaptive and efficient. To be truly meaningful, the result of channel searching also needs to be up-to-date and presented in a unified fashion that makes sense. Search technologies are key to enabling a company’s customer service strategy and infrastructure to adaptively find, tap into and assimilate all sources of relevant information—including social media.