How Knowledge Graphs Can Revolutionize the Digital Customer Experience

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The internet has put all of human knowledge at your fingertips. Unfortunately, finding the right information quickly and easily has become like finding the proverbial needle in the haystack. At a time when so much content is so readily available, we are forced to ask ourselves: how do we choose what to click on first? Is it a reliable source with reliable information? And how much time do I want to spend searching?

As an ordinary person looking for a basic answer, this flawed process adds time to your journey. As a consumer, a flawed knowledge management strategy can make interacting with a brand frustrating at best, which can mean an abandoned purchase, degraded brand loyalty, or even outright anger that can erupt. result in negative reviews.

The good news is that a solution is right under our noses: by taking inspiration from the gold standard of search (Google) and instituting an information management system based on knowledge graphs, brands can provide customers and their support teams with the answers they need in the easiest way possible.

Knowledge graph. Image via author

What is a knowledge graph?

The concept of knowledge graphs is intuitive for humans because it is based on understanding the context of the different segments of a question. For example, if I ask a friend, "Do you have a recommendation for a pediatrician in town who speaks Spanish?" they understand that a pediatrician is a type of doctor, that "in town" means "nearby" and that fluency in the Spanish language is required.

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But making those connections was difficult for machines until relatively recently. Capture knowledge graphs: a way to organize and connect different categories of related data, called entities, so that they can be easily "understood" by various search algorithms.

Think of these entities as databases of information in themselves that a search query can retrieve. To give another example, if you were looking for information in a school system, separate entities might include staff, classes, extracurricular activities, buildings, and class numbers. With this framework, a knowledge graph connects disparate groups of data based on the context of the search query.

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If a user were to search: "Where is Mr. Johnston's third period history lesson?" a knowledge graph will use each part of this question in different ways: "where" indicates location, "Mr. Johnston" indicates staff, "third period" and "history lesson" indicates time and schedule.