Revving Your Salesforce Community Engine

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Emma Warner
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1 Revving Your Salesforce Community Engine See how 5 great brands are leveraging search to drive more engagement and better self-service. coveo.com info@coveo.com

2 The Full Throttle Experience Your organization knows the value of a good self-service strategy, it has turned the key in the customer success ignition, now it s time to put the pedal to the metal and kick your strategy into high gear. The secret to a great Community lies in offering an intelligent search experience. The search capabilities of your Salesforce Community fuels your customer s success and has a direct impact on their experience with your brand. Your customers expect: ÎÎ Personalized experiences ÎÎ Contextually relevant content suggestions ÎÎ Easy and intuitive navigation Anything less than that will leave you laps behind your competition.

3 Firing on All Cylinders YOUR ENTIRE CUSTOMER JOURNEY IS POWERED BY SEARCH. It is how your customers, partners and employees interact with your organization. With each interaction they are telling you what they re looking for, what their pain points are, and how they re going about finding a solution. In order to meet your customer s needs it is imperative to observe their behavior and pick up on the clues they leave behind. The outcome of their engagements indicate how relevant the search experience was and the impact it had on self-service success. Analyzing the insights that are extracted from the search experience allows your organization to enhance its self-service efforts by learning what is driving successful outcomes for similar people. This will enable your organization to deliver increasingly more relevant experiences and influence customer engagement by producing content you know they want and need.

4 Your Vehicle to Success AI-powered search on your Salesforce Community drives real business results, such as: Increased customer engagement Higher case deflection Improved customer s satisfaction Decreased return on no-results queries The following 8 search best practices will help you move the needle in each of these areas by helping you deliver more relevant, intuitive and personalized experiences. It s time to buckle up and start implementing these changes that will have a big impact on your Community.

Best Practice #1 Make the Search Bar Prominent Show your customers you value their time by eliminating the need to navigate your site to find what they re looking for.

5 Best Practice #1 Make the Search Bar Prominent Show your customers you value their time by eliminating the need to navigate your site to find what they re looking for. They re conditioned to go straight to the search box, so make it easy to find and use. Placing a small search bar at the top right of the page, or hiding in it a drop-down menu gives the impression that search is an afterthought on your community site. This sets the tone for a sub-par experience. We recommend placing the search bar prominently on every page, preferably in the center of the page, just under your site header.

users can access it from anywhere. The site displays a prominent search bar, that s consistent on each page of the site.

6 Featured Site Logitech s support community is the hub where customers can go for answers, knowledge and discussion. All of their self-service resources are accessible through that single site, which is responsive and optimized for mobile devices so their users can access it from anywhere. The site displays a prominent search bar, that s consistent on each page of the site. By doing so, the design invites users to search for what they need right away, instead of poking around the site to try to find it - and ultimately getting frustrated. VISIT LOGITECH COMMUNITY

7 Best Practice #2 Suggest Queries & Content as Users Type When your customers perform a search, help them shape their queries based on what others like them have been searching for, and what search terms lead to successful outcomes. TYPE-AHEAD SEARCH Connecting to a V QUERY RECOMMENDATIONS Connection 2 Model Type-ahead capabilities help users finalize their query based on popular queries and best matches from your results. Connection for V2 model Restarting your wifi connection Download connection guide Connection configuration for Windows Query recommendations allow users to pick from a list of popular search terms, and queries that have led previous users to successful outcomes.

Featured Site As a Salesforce user yourself, you ve most likely already visited this site. Salesforce uses Coveo s AI-powered search to drive the search experiences on their help and training site.

8 Featured Site As a Salesforce user yourself, you ve most likely already visited this site. Salesforce uses Coveo s AI-powered search to drive the search experiences on their help and training site. By leveraging auto-complete and query suggest capabilities, Salesforce is helping its customers form their search query, and automatically suggesting the best queries that have helped users in the past. VISIT THE SALESFORCE HELP SITE

Many organizations fail to make sure all the

accessible from their Community or support

your Salesforce content, such as internal

9 Best Practice #3 Deliver Unified Search Results MAKE EVERYTHING YOUR VISITORS NEED SEARCHABLE AND ACCESSIBLE FROM YOUR COMMUNITY. Many organizations fail to make sure all the content their users need to self-serve is accessible from their Community or support site. This often includes sources beyond your Salesforce content, such as internal documentation, videos, third party sites, and anywhere else your content resides. Be sure your search solution enables swift and secure indexing of every content source relevant for your users.

Featured Site Informatica uses unified search

securely access selfservice content from their

find the best, most relevant answers in one

10 Featured Site Informatica uses unified search to provide a single hub for their customers to securely access selfservice content from their knowledge base, product documentation, videos, and community threads. This search experience allows customers to find the best, most relevant answers in one unified results list, wherever it resides. VISIT INFORMATICA S SUPPORT SITE

11 SOURCE LANGUAGE Best Practice #4 Allow Users to Easily Filter Search Results Product Docs Discussions & Blogs Knowledge Base 3, English Japanese French 2,435 +1, Chances are there s a lot of content on your self-service site, and perhaps in multiple languages. Don t make your users browse through long result lists to find what they need. Make sure they can easily filter search results so they can quickly find the result that s most relevant to them. Search How-to Library Expert Assistant PRODUCT Photoshop Search 1,450 German Spanish (Mexico) Facets help visitors quickly drill down on their search results, based on product interest, date, language, or other key criteria. The number and nature of the facets displayed should vary based on the query and results themselves. Search Illustrator Adobe Premiere Pro After Effects Dreamweaver

date. This capability is helping their customers get to the

12 Featured Site BMC offers dynamic filters to help users narrow down search results by product, content type, languages or date. This capability is helping their customers get to the exact content they are looking for, faster. VISIT BMC S SUPPORT SITE

13 Best Practice Create Visually Compelling Search Results #5 All of the different types of content available on your Community should be presented in a way that encourages your customers to actually use it. A visually appealing search experience will increase engagement, and adding multimedia information to your result thumbnails will help users quickly figure out what type of content they are being offered. To design rich result templates, tailor the display to the different types of content you have, and use thumbnails and overviews. RESULT TEMPLATE EXAMPLE VIDEO CONTENT ASSET NAME ASSET DESCRIPTION DATE DURATION PDF DOCUMENT ASSET NAME ASSET DESCRIPTION DATE OWNER

Featured Site Adobe displays appealing search results

that allow users to access content without leaving the

and description also helps users easily spot their query

14 Featured Site Adobe displays appealing search results with rich-media thumbnails of content, and quick views that allow users to access content without leaving the site. Highlighting search keywords in the results name and description also helps users easily spot their query in the context of the document. VISIT ADOBE S SUPPORT COMMUNITY

15 Best Practice #6 Inject Intelligent Search Into Your Case Creation Page Case deflection occurs when a customer that would have created a case on your site manages to find the answer him or herself and no longer needs to contact your support team. The best support sites leverage the information from all user interactions to help them find the answers they are looking for. Proactively suggesting content on your case creation page based on the case information your user is entering is proven to significantly boost case deflection rates. SALESFORCE CASE DEFLECTION PAGE Contact Support Recommended Content Name Subject Product Used Description Use the information entered in the case creation field as queries to power proactive content suggestions during the case creation process.

Featured Site Logitech case creation page leverages all the information entered by the customer in the case deflection workflow to suggest relevant information that can

16 Featured Site Logitech case creation page leverages all the information entered by the customer in the case deflection workflow to suggest relevant information that can help them solve their issue before submitting their case. This includes product information, account information and the description of the issue. VISIT LOGITECH COMMUNITY

17 Best Practice #7 Deliver Proactive Content Recommendations As customers are interacting with your website, they are giving you insights about who they are, what they are interested in, and what they need. Use machine learning to leverage that knowledge and proactively suggest content, training or resources they might be interested in. Recommending the right offers helps drive revenue through upsells and fuels community engagement. SEARCH BEHAVIOUR SUCCESSFUL OUTCOMES FROM PREVIOUS USERS MACHINE LEARNING PROACTIVE RECOMMENDATIONS

Featured Site Help & Training Site Salesforce uses intelligent search on their support site to proactively recommend related training classes and resources based on what customers are searching

18 Featured Site Help & Training Site Salesforce uses intelligent search on their support site to proactively recommend related training classes and resources based on what customers are searching for. By leveraging self-learning search capabilities, they are able to automatically deliver relevant suggestions based on what customer with similar pro les have previously clicked on. VISIT PAGE

19 Best Practice #8 YOU NEED TO KNOW: Continually Improve the Search Experience Based on Behaviors In order to measure the success of your search experiences, and continuously improve them, you need to have a clear understanding of what content is helping your users, and where they struggle to find answers. This can only be achieved by having complete line of sight into your users search journeys. WHAT YOUR USERS ARE SEARCHING FOR. This gives you a better understanding of what content matters the most, and spot new issues and trends. WHAT QUERIES ARE RETURNING NO RESULTS. This enables you to identify content gaps by looking into search queries that returned no results, or no results that were clicked on. HOW USERS ARE BEHAVING TOWARDS YOUR RESULTS. This allows you to measure the relevance of your results by looking into your click through rates and click ranks. The good news is, search usage analytics can give you all of that information. And it gets better, by adding AI on top of your search experiences, machine learning will automatically fine-tune your results based on all of that information, from all visits and users.

20 In-depth search usage analytics allow you to identify and address content gaps, understand user behavior and patterns, create reports to track progress and quantify selfservice success.

Start Your Engines OUT OF THE BOX SALESFORCE SEARCH You can now get started with AI-powered search on your Salesforce Community for Free, and start

The Coveo for Salesforce Free Edition will turbocharge your search experiences on top of all of your Salesforce content with: ÎÎ A rich search UI,

21 Start Your Engines OUT OF THE BOX SALESFORCE SEARCH You can now get started with AI-powered search on your Salesforce Community for Free, and start to implement some of those best practices today! The Coveo for Salesforce Free Edition will turbocharge your search experiences on top of all of your Salesforce content with: ÎÎ A rich search UI, including facets and customizable result thumbnails ÎÎ Machine learning to deliver the best, most relevant answers ÎÎ Powerful search usage analytics WITH COVEO FOR SALESFORCE FREE EDITION Get Started with Coveo for Salesforce Free Edition GET IT NOW

Top Tips to Boost Conversions with Personalized Site Search. perficientdigital.com

+ Top Tips to Boost Conversions with Personalized Site Search perficientdigital.com Deliver the search experience that website visitors expect It s well known that user-friendly site search is a crucial