CX portals aim to increase customer satisfaction, increase case deflection, and improve responsiveness. Oftentimes the deployments look amazing and a large amount of effort is invested in navigation and promotion of content on the page.
In the end, however, especially when compared to web search, these portals offer very basic search and try to address customer issues through FAQs. The problem facing the users, both customers and internal, is finding the right answer, quickly, on demand. This is exactly where advanced search comes in.