“Today’s hyper-empowered, tech-augmented consumers
are increasingly in control of the branded messages they
receive and how they shop for brands.”
https://www.thinkwithgoogle.com/consumer-insights/unilever-consumer-marketing-segmentation/
“People don’t think of Amazon as search, but if you are looking for something to buy,
more often than not you are looking for it on Amazon.”
Eric Schmidt
50 million people Google for
flights on Skyscanner every month
partners.skyscanner.net/travel-insight
2.41%
5.45%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
Non-site search users Site search users
Average conversion rateNon site search users vs. site search users
https://www.branded3.com/blog/site-search-generates-3-times-as-many-conversions/
Build a knowledge database
Use:
1. Analytics
2. Conversations with your call centre(s)
3. User surveys
4. Keyword research
To:
Create a database of questions customers want answers to
Create an inventory of answers
If you want to be lazy…
…use keyword research for wording and rank-check to find relevant pages.
“Two key characteristics of today’s consumer:
immediacy and relevance.”
I N T H E F U T U R E , B U I L D B R A N D S I N S E G M E N T S O F O N E .
Natural language CX
SEARCH
Customers typically show one of three intents
• Research your products and services
• Lookup a specific file or document
• Navigate sitemap e.g. login
RESPONDER AI
Customers have a direct questionand expect a good answer
• Simple example is an FAQ
• Most chatbots and Alexa skills are at this level today
CONSULTATIVE AI
Customers require specific advice or want to achieve a goal
• Requires a complex conversational interaction
• AI can automate this but typically hard-coded today
Example interactions
SEARCH
> fund fact sheet
> fixed rate mortgage
> login page
RESPONDER AI
What is APR?
CONSULTATIVE AI
Am I eligible for your fixed rate mortgage?
Sources
https://www.thinkwithgoogle.com/consumer-insights/unilever-consumer-marketing-segmentation/
https://www.autotrader.co.uk/
https://partners.skyscanner.net/insights/travel-insight
https://trends.google.co.uk/trends/explore?date=today%205-y&q=cheap%20flights,skyscanner
https://www.branded3.com/blog/track-internal-site-search-using-google-tag-manager/
http://the-cma.com/case-studies/virgin-holidays/
https://www.branded3.com/blog/google-voice-search-stats-growth-trends/
https://www.slideshare.net/mikejeffs/ok-google-siri-alexa-cortana-can-you-tell-me-some-stats-on-voice-search
https://www.geekwire.com/2016/age-alexa-amazon-echo-sales-pace-first-year-iphones/
https://www.oreilly.com/ideas/infographic-the-bot-platform-ecosystem
https://techcrunch.com/2017/07/03/amazons-alexa-passes-15000-skills-up-from-10000-in-february/
https://www.solstice.com/our-labs