The most expensive part of search is what happens after the answer.
When users hesitate, re-run the query, abandon the task, or pull a human into something that should have been resolved in self-service, the system technically worked ... but the experience didn’t. That’s how “working” digital quietly becomes expensive. .
The gap is interpretation: whether the experience understands what someone searches vs. what they are actually trying to accomplish. When search doesn’t understand intent or context, it returns information instead of resolution. People compensate. And support pays the price.
In this session, WOW + Coveo share an executive perspective on how to spot interpretation gaps inside your search and discovery experience — including why meaning breaks even in mature environments, where it shows up operationally, and what leaders should examine if they want self-service to reduce effort instead of creating more of it.
You'll discover:
A clear link between discovery performance and cost-to-serve
How interpretation reduces support load and increases task completion
What separates discovery that informs from discovery that resolves
How interpretive clarity improves speed-to-value and lifetime value
Start spotting those costly interpretation gaps.
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