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Recherche Logiciels et technologie
SurveyMonkey : La recherche adaptée à une audience internationale
DES RÉSULTATS DE RECHERCHE PERTINENTS Grâce à Elastic Site Search (précédemment Swiftype Site Search), SurveyMonkey a complètement personnalisé son moteur de recherche. L'utilisateur obtient ainsi les résultats les plus pertinents à chacune de ses questions.
Pour les entreprises d'envergure internationale, il est essentiel de proposer des contenus localisés dans la langue de l'utilisateur. Avec Elastic Site Search, SurveyMonkey est en mesure de proposer une recherche localisée en 12 langues pour ses audiences du monde entier.
STRATÉGIE DE CONTENU ANALYTIQUE Pour soutenir la stratégie de contenu de son centre d'aide, SurveyMonkey analyse ses tableaux de bord Elastic Site Search chaque semaine.
À Propos SurveyMonkey est la plus grande plateforme de sondage en ligne au monde. Chaque jour, l'entreprise traite plus de 3 millions de réponses à des enquêtes. Grâce à un processus simplifié, plus accessible et plus abordable pour toutes les parties, SurveyMonkey a révolutionné la façon de donner et d'obtenir des avis.
L’expérience de SurveyMonkey avec Elastic
UN OUTIL DE RECHERCHE INCONTRÔLABLE Avant d'abandonner son centre d'aide natif pour se tourner vers Elastic Site Search , l'équipe de support de SurveyMonkey était aux prises avec une solution de recherche qui ne lui offrait que peu ou pas de contrôle sur les pages susceptibles de s'afficher et les résultats obtenus pour un terme de recherche donné. Alors que l'équipe en charge de la création de contenu ajoutait des pages au centre d'aide ou en supprimait, les résultats de recherche étaient à la traîne : ils généraient de faux résultats associés à des pages inexistantes ou échouaient à afficher de nouveaux contenus importants. Côté précision, SurveyMonkey était incapable de contrôler les résultats affichés pour un terme de recherche donné. Dans de telles conditions, comment savoir quel contenu créer pour améliorer les résultats de recherche associés aux termes de recherche les plus fréquents ? La création de contenu relevait de l'approximation. Autre défi pour l'équipe de support SurveyMonkey : la nécessité de personnaliser les résultats de recherche pour les adapter à chaque audience de sa clientèle internationale.
RÉSULTATS Pour résoudre ces problèmes incessants, SurveyMonkey mise sur Elastic Site Search. Après une journée de développement, l'entreprise dispose de 12 nouveaux moteurs de recherche opérationnels – un par audience internationale.
Avec la mise en place d'Elastic Site Search, toute l'équipe de SurveyMonkey peut maintenant complètement personnaliser la recherche via le tableau de bord et afficher instantanément les derniers résultats du centre d'aide. À propos des avantages que présente ce niveau de contrôle, Lizzie Burns, Content Strategist, affirme : "un algorithme ne peut vous mener que jusqu'à un certain point, pour des résultats vraiment pertinents, la touche humaine reste nécessaire."
Grâce à une fonctionnalité de classement personnalisé des résultats, l'équipe de support peut déplacer les résultats par glisser-déposer pour chaque requête, ajouter des résultats qui ne s'affichent pas par défaut ou masquer ceux qu'elle ne souhaite pas afficher. Pour l'équipe de SurveyMonkey, un tel niveau de contrôle est précieux. À tel point que le classement personnalisé des résultats fait maintenant partie des outils qu'elle utilise au quotidien. De plus, SurveyMonkey exploite l'outil de pondérations, qui lui permet de contrôler l'impact des différentes sections de ses articles sur l'ordre des résultats de recherche.
PERSONNALISATION DES RÉSULTATS EN PLUSIEURS LANGUES Chacun de ses centres d'aide localisés disposant de son propre moteur de recherche, l'équipe de support de SurveyMonkey peut personnaliser les résultats de recherche de ses différentes audiences internationales. À ce chapitre, l'outil de synonymes s'avère particulièrement utile. L'équipe SurveyMonkey crée des ensembles uniques de synonymes pour chaque langue, afin que les internautes puissent accéder aux articles d'aide qu'ils recherchent, même s'ils emploient des variantes d'un mot ou des termes spécifiques à un pays ou à une région. Par exemple, l'équipe a synchronisé les résultats associés aux mots clés anglais "survey" (enquête) et "questionnaire," qui sont des termes de recherche couramment utilisés par les clients britanniques et canadiens.
Chaque semaine, l'équipe SurveyMonkey exploite les analyses détaillées fournies par Elastic Site Search pour générer un e-mail récapitulatif, dont les informations permettent ensuite de personnaliser les résultats de recherche et de définir la stratégie de création de contenu. Ces e-mails analytiques hebdomadaires servent de tremplin aux décisions relatives à la stratégie de contenu : l'équipe examine à la fois les recherches les plus fréquentes et les recherches les plus fréquentes qui ne sont associées à aucun résultat, ce qui lui permet d'identifier les domaines pour lesquels elle peut créer de nouveaux contenus. Avant d'opter pour Elastic Site Search, l'équipe connaissait les recherches les plus fréquentes, mais la Content Strategist Deanna Horton explique : "nous n'avions aucune idée des résultats associés à ces recherches." Pour décider des nouveaux contenus à créer afin d'améliorer les résultats de recherche, l'équipe en charge de la création de contenu en était réduite à émettre des suppositions. Il lui suffit maintenant de se connecter à Elastic Site Search : "un simple glisser-déposer, et en quelques secondes, nous classons les résultats dans l'ordre exact qui nous intéresse."
Aujourd'hui, l'équipe de support SurveyMonkey dispose d'un contrôle total sur sa recherche. Elle est ainsi assurée que ses clients obtiennent facilement et rapidement l'aide dont ils ont besoin.