Search is becoming less of a query and more of a conversation. Why people search hasn't changed, but how they search has. Predictive search, Google Post, and Facebook M will become some of the biggest drivers of change in 2017, which brings to the forefront the importance of how consumers experience interactions with brands. Join David Schoonover, senior manager and head of digital, social, CRM and .com at Kia Motors America, as he steps through how the next phase of search will transform the relationship between brands and consumers.

1. Transforming the
Customer Experience
Through Search

2. 2
Experience
is the
New Branding.

3. Customer experience is the new
competitive battlefield

4. 4
▪ Everything is an
experience now and
should be designed
accordingly
▪ By 2017, 89% of
marketers expect
customer
experience to be
their primary
differentiator

5. The Complex Customer Journey 5

6. Challenges
Moving from a Content Centric to a Customer Centric Organization
6

7. CX Leaders Grow Revenue Faster than CX Laggards 7
Delivering an exceptional customer experience
drives profit by increasing brand preference,
loyalty and advocacy,
Source: Gartner, 2016
86% of buyers will pay more
for a better customer experience.
1% of customers feel that
vendors consistently meet their
expectations.
Source: CEI Survey, 2015

8. We have always searched 8
we search has not
changed much.Why
we search has
Where

9. We have always searched 9

10. We have always searched 10

11. We have always searched 11

12. We have always searched 12

13. We have always searched 13
Knowledge

14. We have always searched 14

15. 15
we search has
changed the most
How

16. How we Search 16
Ask

17. How we Search 17
Command

18. 18
Voice Search
35x Rise of Voice Search since
the launch of the iPhone
55%
of teens use voice search
more than once a day
47% of adults use Voice Search
more than once a day

19. 19
Voice Search is a different experience
In voice search
people speak
keywords
In textual search,
people use
keywords (or more)
2
10

20. How we Search 20
Converse
Voice
Search
Natural
Language
Audience
Data

21. Kia and Search 21
Unique Ways that Kia has Applied
the Customer Experience to Search
Click to Text NiroBot

22. Kia and Search 22
Click to Text

23. Kia and Search 23
Niro Bot

24. 24
Future Vision
2017 is the year of the AI-Powered Bot (IMO)
And beyond 2017...
Applying AI and a bot experience to the traditional search engine, taking
Suggestive search from an aggregated audience experience to an
individualized 1:1 experience.

25. Thank