Monitoring article insights and analytics

In this lesson we will learn about:

Monitoring article insights
Managing article metrics
Viewing dashboards and reports

Understanding how the articles perform in terms of likeability, usability, and discoverability allows better planning and exploring novel ideas for delivering content to the right audience. It eventually brings a positive impact on the customer experience.

For example, if article feedback indicates that the content is confusing it's a clear signal to revisit the content and address customer pain points.

Maintaining article freshness is non-negotiable in the AI era.

Content that is relatable, thoroughly detailed, and easy to understand is the most valuable asset that a business can offer to its customer support team.

Monitor article performance through feedback mechanisms

Performance data plays a significant role in enhancing how content is delivered and experienced by readers. If feedback indicates the content is confusing or fails to address the reader's concerns, it's a clear signal to review it and fix the underlying issues. Content that is relatable, thoroughly detailed, and easy to understand is also valuable for the customer support team in resolving issues faster.

In Desk article performance is measured by:

Article views by users and source

Number of views, which is classified into agents, registered users, and anonymous users.

Registered users: Registered users refer to the individuals who have signed in to the Help Center. Monitoring the views from registered users can help you understand how frequently your existing customers or users refer to the article for assistance. High views from this group could indicate that the article addresses common user inquiries or issues.

Anonymous users: Anonymous users are individuals who access your Help Center or Desk portal without creating an account or logging in to Zoho Desk. Tracking the views from anonymous users can provide insights into the needs and interests of the anonymous visitors. More views from this group may indicate that the article is attracting a broader audience or addressing generic issues that most users frequently encounter.

By default, the line graph shows the number of views received across the help center, ASAP web widgets, and ASAP Mobile SDKs. You can filter and see the number of views in each channel to compare which channel got the most interaction and enhance engagement in that channel.

KB article view

Article metrics: like and dislike

Users have an option to like or dislike an article from the help center. The number of likes and dislikes received by the registered users and anonymous users over time may provide information about the content's popularity, relevance, and utility. The dislike button opens a feedback form where they can enter their suggestion or issue, which is converted to a ticket and answered by a support rep.

A larger number of dislikes can indicate that the article needs an update as the information is either obsolete or incorrect. The legends, Likes and Dislikes, can be selected individually or together to filter specific data.

Article usage metrics and most referenced articles

This component shows how often agents reference articles in tickets. By tracking this metric, content development teams can prioritize updates to the articles that are commonly referred by agents and sent to customers. Identifying frequently used articles also helps the team focus on improving high-priority content for better customer support. For example, pricing, troubleshooting tips, onboarding guidelines, and so on are commonly referred to articles both internally and externally and hence must always be kept updated.

Article usage metrics

Article effectiveness

The list of articles that are used the most. The metrics, such as article views, feedback, ratings (likes and dislikes), are used to determine the effectiveness of an article.

Article effectiveness can be important to identify the type of content that makes the greatest impact on customers and it can help guide development of other articles to enhance the self-service experience.

Using the performance data to improve content

Taking a strategic and data-driven approach provides the right information needed to improve the knowledge base.

Structure: Improve the structure and presentation of content. Example, explain about the prerequisites before getting into the details, it will help the reader understand if they are well equipped to get started. Clearly distinguish the content with proper headings and subheadings.

Visibility and accessibility: Make sure the articles are easily accessible and visible to the relevant users at all times. Segregate the content according to user groups to ensure right set of audience has access to the right content.

Content: Improving the value and effectiveness of the content by adding more info, creating supplementary multimedia content, and prompting further learning. Include limitations, points to remember, tips and different scenarios to support rapid learning and in-depth understanding.

The Knowledge base dashboard provides a holistic view of the different metrics that help determine the areas of improvement. It is a visual representation of the article insights measured over various KPIs that allows content creators to track the article's performance and popularity over time.

Metrics such as article count, number of likes and dislikes, feedback, and comments help identify gaps and areas for improvement.

Kb dashboard

The Keyword search stats displays the keywords used by customers in their searches to look up articles. These keywords are categorized as: Popular and Failed. The popular or trending keywords are the frequently used words to search in KB and these words fetch relevant content. The failed keywords are the ones that don't fetch an article. Both types of keywords can deliver insights that help writers find additional opportunities to create articles: expanding on topics related to trending keywords and filling content gaps that show up in the failed keywords.

Pro tip: It is recommended to audit the existing articles to see if right keywords and tags are used in the content that can help classify the articles properly.

Clicking on the feedback count will display the number of feedback received bythe customer for a specific period. The feedback also shows the article name, details of the customer, and along with the timestamp. The data displayed in the dashboard is as per the duration selected from the drop-down. The data can be filtered for Last 24 hours, Last 7 days, Last 30 days, Last 365 days, and Custom.

This will help the team analyze how many users are accessing the articles on a daily, monthly, or yearly basis.

If specific articles get a maximum number of views in a day, it could indicate that a particular app or tool is experiencing issues, generating increased user interest, or that there is a sudden spike in customer queries related to that topic. This insight helps the team to identify trends, address potential problems immediately, and update content accordingly to meet user needs.

Conclusion

Congratulations!

You have successfully completed this tutorial. Here is a quick recap of what we learned:

The importance of building a knowledge base for a business.
Methods of effective planning, setting up of the KB and creating articles.
Defining knowledge base permissions, creating user groups, and article visibility.
Monitoring article performance through article insights and analytics.
Maintenance and governance of KB for freshness and authenticity of content.