Fundamentals

For small to medium-sized businesses (SMBs), navigating the digital landscape can feel like charting unknown waters. Terms like ‘Search Engine Optimization’ (SEO) are often thrown around, and now, a new concept is emerging ● ‘Conversational Search Optimization’ (CSO). But what exactly is CSO, and why should SMB owners, who are already juggling a million tasks, care about it?

What is Conversational Search Optimization?

In its simplest form, Conversational Search Optimization (CSO) is about making your online content and presence easily discoverable and understandable when people use voice search Meaning ● Voice Search, in the context of SMB growth strategies, represents the use of speech recognition technology to enable customers to find information or complete transactions by speaking into a device, impacting customer experience and accessibility. or interact with chatbots and virtual assistants. Think about how people search today. Instead of typing short, keyword-focused queries like “pizza near me,” they are increasingly asking questions in full sentences, just as they would talk to another person ● “Hey Siri, find me a good pizza place that’s open late and delivers.” This shift from keyword-based search to natural language queries is at the heart of CSO.

Traditional SEO focuses on optimizing for text-based search engines like Google, using keywords, backlinks, and website structure to rank higher in search results. CSO builds upon these foundations but adapts them to the nuances of conversational search. It’s about understanding the Intent behind these longer, more natural language queries and optimizing your online presence to answer them effectively.

Conversational Search Optimization is about aligning your online presence with how people naturally ask questions in voice and text-based conversational interfaces.

Imagine a local bakery, “Sweet Surrender Bakery.” In traditional SEO, they might target keywords like “bakery downtown,” “cakes,” “pastries.” In CSO, they need to think about questions like:

• “Where can I Get a Good Birthday Cake near Me?”
• “What Bakeries in Downtown Offer Gluten-Free Options?”
• “Are There Any Bakeries Open Late Tonight for a Last-Minute Dessert?”

CSO is about ensuring that when someone asks these questions to their smartphone, smart speaker, or through a chatbot, “Sweet Surrender Bakery” is the answer.

Why is CSO Important for SMBs?

For SMBs, especially those with limited marketing budgets, getting found online is crucial. CSO presents a significant opportunity because:

1. Voice Search Growth ● Voice search is rapidly increasing. People are using voice assistants on their phones, smart speakers, and in their cars. Ignoring this trend means missing out on a growing segment of potential customers. For SMBs targeting local customers, voice search is particularly relevant as many voice searches are for local businesses and services.
2. Mobile-First Indexing ● Google prioritizes mobile-first indexing, meaning it primarily uses the mobile version of a website for indexing and ranking. Voice search is heavily used on mobile devices, making CSO a vital part of a mobile-first strategy. SMBs must ensure their mobile experience is excellent and optimized for conversational queries.
3. Enhanced User Experience ● CSO focuses on answering user questions directly and clearly. This improves the user experience, builds trust, and can lead to higher conversion rates. For SMBs, a positive user experience Meaning ● User Experience (UX) in the SMB landscape centers on creating efficient and satisfying interactions between customers, employees, and business systems. is key to building customer loyalty Meaning ● Customer loyalty for SMBs is the ongoing commitment of customers to repeatedly choose your business, fostering growth and stability. and positive word-of-mouth.
4. Competitive Advantage ● Many SMBs are still focused solely on traditional SEO. By embracing CSO early, you can gain a competitive edge. Being the business that provides clear, conversational answers to customer questions can set you apart in a crowded marketplace. For SMBs competing with larger chains, CSO can be a cost-effective way to stand out.
5. Local Search Dominance ● CSO is particularly powerful for local SEO. Voice searches are often location-based (“restaurants near me,” “hardware store open now”). Optimizing for conversational local search Meaning ● Local Search, concerning SMB growth, designates the practice of optimizing an SMB's online presence to appear prominently in search engine results when users seek products or services within a specific geographic area. queries can significantly boost local SMB visibility.

Key Elements of CSO for SMBs – Fundamentals

Getting started with CSO doesn’t require a complete overhaul of your existing digital marketing efforts. Here are some fundamental steps SMBs can take:

1. Understand Conversational Keywords

Shift your keyword research from short, generic keywords to longer, question-based phrases. Think about the questions your customers are actually asking. Tools like AnswerThePublic and SEMrush’s Keyword Magic Tool can help you discover these conversational keywords.

2. Create Question-Answering Content

Your website content should directly answer common customer questions. This could be in the form of:

• FAQs ● A well-structured FAQ page addressing common questions about your products, services, hours, location, etc.
• Blog Posts ● Informative blog posts that answer specific customer questions in detail. For example, a plumber might write a blog post titled “Why is my faucet dripping and how can I fix it?”.
• Service/Product Pages ● Ensure your service and product pages clearly answer the questions a potential customer might have before making a purchase.

3. Optimize for Local Search

For local SMBs, local SEO is paramount for CSO. This includes:

• Google My Business (GMB) ● Ensure your GMB listing is complete, accurate, and optimized. This is crucial for voice search results.
• Local Citations ● Maintain consistent Name, Address, and Phone Number (NAP) across online directories and citations.
• Local Reviews ● Encourage customers to leave reviews on Google and other relevant platforms. Positive reviews can significantly impact local search rankings and voice search results.

4. Mobile-Friendly Website

Your website must be mobile-friendly. This is non-negotiable for CSO. Use Google’s Mobile-Friendly Test to check your website’s mobile-friendliness and address any issues.

5. Structured Data Markup (Schema)

Implement schema markup on your website. Schema helps search engines understand the context of your content and can improve your visibility in voice search results and rich snippets. For SMBs, local business schema, FAQ schema, and product schema are particularly useful.

By focusing on these fundamental elements, SMBs can begin to tap into the power of Conversational Search Optimization and position themselves for success in the evolving search landscape. It’s about understanding the shift in how people search and adapting your online strategy to meet those changing needs.

Intermediate

Building upon the fundamentals of Conversational Search Optimization (CSO), SMBs can delve into more intermediate strategies to further enhance their online visibility and customer engagement. Moving beyond basic implementation, this stage involves a deeper understanding of user intent, content strategy Meaning ● Content Strategy, within the SMB landscape, represents the planning, development, and management of informational content, specifically tailored to support business expansion, workflow automation, and streamlined operational implementations. refinement, and leveraging automation tools to scale CSO efforts.

Deepening User Intent Understanding for CSO

At the intermediate level, understanding User Intent becomes paramount. It’s not just about answering questions, but anticipating the underlying need behind those questions. For SMBs, this requires a more nuanced approach to keyword research and content creation.

1. Intent-Based Keyword Clustering

Move beyond simple keyword lists and organize keywords into intent-based clusters. These clusters should reflect the different stages of the customer journey Meaning ● The Customer Journey, within the context of SMB growth, automation, and implementation, represents a visualization of the end-to-end experience a customer has with an SMB. and the various types of questions users ask at each stage. For example, for a landscaping SMB, intent clusters might include:

• Informational Intent ● Questions about landscaping in general, e.g., “best plants for shade,” “how to mulch a garden,” “lawn care tips for spring.”
• Navigational Intent ● Users looking for the SMB specifically, e.g., “Landscaping Company Name hours,” “Landscaping Company Name reviews,” “Landscaping Company Name address.”
• Transactional Intent ● Users ready to hire landscaping services, e.g., “landscaping services near me,” “get a landscaping quote,” “hire a gardener.”

By understanding these intent clusters, SMBs can create content that caters to users at different stages of their decision-making process.

2. Analyzing Conversational Search Queries

Utilize tools like Google Search Console and Analytics Platforms to analyze actual search queries that are driving traffic to your website. Pay attention to the long-tail, question-based queries. This provides real-world data on how users are searching for your products or services conversationally. For instance, a local restaurant might discover through Search Console that users are frequently searching for “restaurants with outdoor seating open late near me.” This insight can inform content creation Meaning ● Content Creation, in the realm of Small and Medium-sized Businesses, centers on developing and disseminating valuable, relevant, and consistent media to attract and retain a clearly defined audience, driving profitable customer action. and website optimization.

3. Customer Journey Mapping for CSO

Map out the typical customer journey for your SMB, from initial awareness to purchase and beyond. Identify touchpoints where conversational search plays a role and optimize content and responses for each stage. Consider:

• Awareness Stage ● Blog posts, articles, and social media content answering broad informational questions related to your industry.
• Consideration Stage ● Detailed service/product pages, case studies, and customer testimonials addressing specific questions about your offerings.
• Decision Stage ● FAQs, contact pages, and chatbot interactions designed to answer transactional questions and facilitate conversions.
• Post-Purchase Stage ● Customer support chatbots, help center articles, and onboarding guides answering post-purchase questions and fostering customer loyalty.

Refining Content Strategy for Conversational Interfaces

Intermediate CSO requires a more sophisticated content strategy tailored for conversational interfaces, including voice assistants and chatbots. This involves optimizing content for readability, conciseness, and direct answers.

1. Conversational Content Formats

Experiment with content formats specifically designed for conversational consumption:

• Structured FAQs with Schema Markup ● Implement FAQ schema markup to make your FAQs eligible for rich snippets and voice search answers.
• Short, Direct Answer Paragraphs ● Optimize key content sections to provide concise, direct answers to common questions. Think of crafting content that can be easily read aloud by a voice assistant.
• How-To Guides and Tutorials ● Create step-by-step guides and tutorials that address specific user needs and can be easily followed in a conversational context.
• Voice-Optimized Blog Posts ● Structure blog posts with clear headings, subheadings, and bullet points to enhance readability and voice search accessibility.

2. Natural Language Processing (NLP) in Content Creation

While SMBs may not need to become NLP experts, understanding basic NLP principles can inform content creation. Focus on using natural language, avoiding jargon, and structuring sentences in a way that is easy for both humans and machines to understand. Tools like Grammarly and Hemingway Editor can help improve content readability and clarity.

3. Optimizing for Featured Snippets

Featured snippets (or “position zero”) are often read aloud by voice assistants. Optimize your content to target featured snippets by:

• Answering Questions Directly and Concisely at the Beginning of Content Sections.
• Using Clear Headings and Subheadings to Structure Your Content Logically.
• Creating Lists and Tables to Present Information in a Structured and Easily Digestible Format.

Leveraging Automation for Scalable CSO

For SMBs to effectively scale their CSO efforts, automation is key. This involves utilizing tools and technologies to streamline content creation, optimize for conversational search, and manage customer interactions.

1. Chatbots and Virtual Assistants

Implement chatbots on your website and integrate with messaging platforms to handle common customer inquiries conversationally. Chatbots can provide instant answers to FAQs, guide users through the purchase process, and offer 24/7 customer support. For SMBs, starting with a simple rule-based chatbot can significantly enhance customer service Meaning ● Customer service, within the context of SMB growth, involves providing assistance and support to customers before, during, and after a purchase, a vital function for business survival. and CSO.

2. Voice Search Optimization Tools

Utilize tools specifically designed for voice search optimization. These tools can help with:

• Voice Keyword Research ● Identifying relevant conversational keywords and phrases.
• Voice Search Rank Tracking ● Monitoring your website’s performance in voice search results.
• Voice Content Optimization ● Providing recommendations for optimizing content for voice search.

Examples include tools from SEMrush, Ahrefs, and specialized voice search analytics platforms.

3. Content Automation and Repurposing

Automate content creation and repurposing to efficiently address a wider range of conversational queries. This can involve:

• Using AI-Powered Writing Tools (with careful human oversight) to generate basic FAQ content or blog post outlines.
• Repurposing Existing Content into conversational formats, such as turning blog posts into chatbot scripts or FAQ answers.
• Creating Content Templates for different types of conversational queries to streamline content creation.

By implementing these intermediate CSO strategies, SMBs can move beyond basic optimization and create a more robust and scalable conversational search presence. It’s about combining deeper user intent understanding with refined content strategies and leveraging automation to amplify reach and efficiency.

Intermediate Conversational Search Optimization is about strategically aligning content, user experience, and automation to proactively answer customer questions across conversational interfaces.

Consider a local dental practice. At the intermediate level, they would not just list their services but would create content answering questions like:

• “What are the Signs of Gum Disease?”
• “How Much does Teeth Whitening Cost?”
• “What are the Emergency Dentist Options near Me on Weekends?”

They would use chatbots to answer after-hours appointment inquiries and optimize their website FAQs for voice search, ensuring they are the go-to conversational answer for local dental care needs.

Table 1 ● Intermediate CSO Strategy Checklist for SMBs

Advanced

At the advanced level, Conversational Search Optimization (CSO) transcends tactical implementation and evolves into a strategic business imperative. It’s no longer merely about ranking higher in voice search results, but about fundamentally reshaping customer interactions, brand perception, and ultimately, driving sustainable SMB growth. This advanced perspective necessitates a critical re-evaluation of traditional SEO metrics and embraces a holistic, customer-centric approach that leverages sophisticated analytical frameworks and potentially controversial, yet highly impactful, strategies.

Redefining Conversational Search Optimization ● A Customer-Centric Paradigm

The conventional understanding of CSO, even at the intermediate level, often remains tethered to the principles of traditional SEO ● focusing on search engine algorithms and keyword rankings, albeit adapted for voice and conversational interfaces. However, an advanced definition of CSO for SMBs must shift this paradigm. Advanced CSO is Not about Optimizing for Search Engines, but Optimizing for Conversations. It is about creating a seamless, valuable, and personalized conversational experience for customers across all touchpoints, where search engines become just one, albeit important, channel.

This redefinition stems from the recognition that conversational search is not merely a technological trend but a fundamental shift in user behavior. Customers are increasingly expecting instant, personalized, and conversational interactions with businesses. They want to ask questions in natural language and receive immediate, relevant answers. For SMBs, embracing this shift is not just about staying competitive; it’s about building deeper customer relationships and fostering long-term loyalty in an increasingly fragmented and noisy digital landscape.

Advanced Conversational Search Optimization is the strategic business discipline of architecting and implementing holistic conversational ecosystems that proactively address customer needs, enhance brand experience, and drive sustainable SMB growth, transcending traditional search engine-centric metrics.

This advanced definition emphasizes several key aspects:

• Holistic Conversational Ecosystems ● CSO is not limited to website content or chatbots. It encompasses all conversational touchpoints, including voice assistants, messaging apps, social media, and even offline interactions. It’s about creating a cohesive conversational brand experience across all channels.
• Proactive Customer Need Addressal ● Advanced CSO is not just reactive (answering questions when asked), but proactive. It anticipates customer needs and provides conversational solutions before customers even explicitly search for them. This could involve personalized recommendations, proactive customer service, and anticipatory content delivery.
• Brand Experience Enhancement ● CSO is a powerful tool for shaping brand perception. A well-executed conversational strategy can build trust, establish expertise, and create a more human and relatable brand image. For SMBs, this is crucial for differentiating themselves from larger competitors.
• Sustainable SMB Growth Meaning ● SMB Growth is the strategic expansion of small to medium businesses focusing on sustainable value, ethical practices, and advanced automation for long-term success. Driver ● Ultimately, advanced CSO is about driving tangible business outcomes. It’s about using conversational interactions to increase customer acquisition, improve customer retention, boost sales, and enhance operational efficiency. The focus shifts from vanity metrics like rankings to concrete business results.
• Transcending Traditional SEO Metrics ● While search engine visibility remains important, advanced CSO moves beyond solely focusing on keyword rankings and organic traffic. Metrics like customer satisfaction Meaning ● Customer Satisfaction: Ensuring customer delight by consistently meeting and exceeding expectations, fostering loyalty and advocacy. (CSAT), Net Promoter Score Meaning ● Net Promoter Score (NPS) quantifies customer loyalty, directly influencing SMB revenue and growth. (NPS), customer lifetime value Meaning ● Customer Lifetime Value (CLTV) for SMBs is the projected net profit from a customer relationship, guiding strategic decisions for sustainable growth. (CLTV), and conversion rates become more central to measuring CSO success.

Controversial Insight ● CSO as a Brand Differentiator Beyond SEO Rankings

The controversial, yet expert-driven insight, at the heart of advanced CSO for SMBs is this ● Focusing Solely on SEO Rankings in the Context of Conversational Search is a Diminishing Return Strategy. While SEO remains foundational, advanced CSO argues that the true competitive advantage lies in leveraging conversational interactions to build a unique and compelling brand experience that transcends mere search engine visibility. This is particularly relevant for SMBs competing in saturated markets where achieving top SEO rankings is increasingly challenging and expensive.

This insight challenges the conventional SMB mindset, which often equates online success with high search engine rankings. It suggests that in the conversational era, Brand Distinctiveness and Customer Experience Meaning ● Customer Experience for SMBs: Holistic, subjective customer perception across all interactions, driving loyalty and growth. are becoming more powerful differentiators than simply being at the top of search results. A business that provides exceptional conversational experiences, even if it doesn’t always rank #1, can cultivate stronger customer loyalty and word-of-mouth referrals, leading to more sustainable long-term growth.

Data and Research Backing the Insight ●

• Customer Experience (CX) as a Key Differentiator ● Numerous studies, including research from Gartner and Forrester, consistently show that customer experience is becoming the primary differentiator for businesses, often surpassing price and product quality. Conversational interactions are a critical component of the overall customer experience.
• Voice Search and Brand Recall ● Research by Google and Nielsen indicates that voice search is often used for brand-related queries and local business searches. This suggests that brand recognition and positive brand associations play a significant role in voice search outcomes, potentially outweighing pure SEO ranking factors for branded searches.
• Chatbot Engagement and Customer Loyalty ● Studies by Drift and Intercom demonstrate that well-implemented chatbots can significantly improve customer engagement, reduce customer service costs, and enhance customer satisfaction, leading to increased loyalty and repeat business. These benefits extend beyond SEO rankings and directly impact business outcomes.
• The Rise of Zero-Click Searches ● Industry data from SparkToro and Similarweb reveals the increasing prevalence of “zero-click searches,” where users find answers directly in the search results page (e.g., featured snippets, knowledge panels) without clicking through to a website. In this context, simply ranking #1 may not be enough; businesses need to optimize for these zero-click results, which often prioritize direct answers and brand visibility over website traffic.

These data points suggest that while SEO remains important for discoverability, Advanced CSO for SMBs should Prioritize Building a Strong Conversational Brand Presence That Answers Customer Questions Directly, Provides Value Upfront, and Fosters Positive Brand Associations. This approach can be more effective and sustainable than solely chasing top SEO rankings, especially in competitive SMB markets.

Advanced CSO Strategies for Brand Differentiation

To implement this advanced CSO approach, SMBs need to adopt strategies that go beyond traditional SEO tactics and focus on building a differentiated conversational brand experience.

1. Conversational Brand Voice and Personality

Develop a distinct and consistent Conversational Brand Voice that reflects your SMB’s values, personality, and target audience. This voice should be applied across all conversational touchpoints, from chatbots and voice assistants to social media interactions and customer service scripts. A well-defined brand voice Meaning ● Brand Voice, in the context of Small and Medium-sized Businesses (SMBs), denotes the consistent personality and style a business employs across all communications. humanizes your SMB and creates a more memorable and engaging conversational experience.

2. Proactive Conversational Content Marketing

Shift from reactive content creation (answering questions as they come) to Proactive Conversational Content Marketing. Anticipate customer needs and create conversational content that provides value upfront, even before customers explicitly search for it. This could involve:

• Creating Interactive Voice Skills or Actions for smart speakers that offer valuable information or tools related to your industry. For example, a financial advisor could create a voice skill that provides daily market updates or investment tips.
• Developing Proactive Chatbot Flows that engage website visitors with personalized offers or helpful information based on their browsing behavior.
• Producing Conversational Video Content (e.g., short explainer videos, Q&A sessions) that directly addresses common customer questions and pain points.

3. Hyper-Personalized Conversational Experiences

Leverage data and AI to create Hyper-Personalized Conversational Experiences for customers. This involves tailoring conversational interactions to individual customer preferences, past interactions, and real-time context. Examples include:

• Personalized Chatbot Greetings and Responses based on customer demographics, purchase history, or website browsing behavior.
• Voice-Activated Product Recommendations based on past purchases or expressed preferences.
• Proactive Customer Service Alerts delivered through voice assistants or messaging apps based on real-time customer data (e.g., order tracking updates, appointment reminders).

4. Conversational Customer Service as a Differentiator

Transform customer service into a key brand differentiator through advanced CSO. This involves:

• Implementing AI-Powered Chatbots that can handle complex customer inquiries and provide human-like conversational support 24/7.
• Integrating Voice Assistants into Customer Service Workflows to enable hands-free support and improve agent efficiency.
• Proactively Reaching Out to Customers through Conversational Channels (e.g., messaging apps, voice assistants) to offer support and address potential issues before they escalate.

5. Measuring Conversational Brand Equity

Develop metrics beyond traditional SEO rankings to measure the success of your advanced CSO strategy. Focus on Measuring Conversational Brand Equity, which encompasses:

• Customer Satisfaction (CSAT) and Net Promoter Score (NPS) for conversational interactions.
• Customer Engagement Metrics for chatbots, voice skills, and conversational content (e.g., interaction rates, completion rates, time spent).
• Brand Sentiment Analysis of conversational interactions and social media mentions.
• Customer Lifetime Value (CLTV) attributed to conversational interactions and customer journeys.

By focusing on these metrics, SMBs can gain a more holistic understanding of the impact of their CSO efforts on brand perception Meaning ● Brand Perception in the realm of SMB growth represents the aggregate view that customers, prospects, and stakeholders hold regarding a small or medium-sized business. and business outcomes.

Table 2 ● Advanced CSO Strategies for Brand Differentiation

Cross-Sectorial Business Influences and Multi-Cultural Aspects ●

The advanced application of CSO is significantly influenced by cross-sectorial business trends and multi-cultural aspects. For instance, the E-Commerce Sector is heavily investing in conversational commerce, driving innovation in chatbot technology and voice-activated shopping experiences. SMBs across sectors can learn from these advancements and adapt them to their own conversational strategies. Similarly, the Healthcare Sector is exploring conversational AI for patient engagement and telehealth, offering valuable insights into building trust and empathy in conversational interactions, crucial for any SMB.

Multi-Cultural Aspects are equally critical. Conversational nuances vary significantly across cultures and languages. SMBs operating in diverse markets must tailor their conversational strategies to resonate with different cultural contexts.

This includes language localization, cultural sensitivity in chatbot design, and understanding varying communication styles across different customer segments. Ignoring these multi-cultural aspects can lead to ineffective or even offensive conversational experiences, undermining brand differentiation efforts.

Long-Term Business Consequences and Success Insights ●

Adopting an advanced CSO strategy focused on brand differentiation has profound long-term business consequences for SMBs. It fosters Sustainable Competitive Advantage by building a loyal customer base that values the unique conversational experience your brand offers. It also enhances Brand Resilience in the face of evolving market trends and competitive pressures, as brand loyalty is less susceptible to fleeting SEO algorithm changes.

Success insights from SMBs that have embraced advanced CSO include:

• Increased Customer Retention Rates ● Personalized and proactive conversational experiences lead to higher customer satisfaction and loyalty, resulting in improved retention.
• Higher Customer Lifetime Value (CLTV) ● Loyal customers acquired through differentiated conversational experiences tend to have higher CLTV due to repeat purchases and positive word-of-mouth referrals.
• Reduced Customer Acquisition Costs (CAC) ● Strong brand differentiation through CSO can attract customers organically and reduce reliance on expensive paid advertising channels.
• Enhanced Brand Reputation and Trust ● Exceptional conversational customer service Meaning ● Engaging customers in natural digital dialogues to enhance service, build relationships, and drive SMB growth. and proactive value delivery build trust and enhance brand reputation, leading to positive brand associations.

In conclusion, advanced Conversational Search Optimization for SMBs is a strategic business discipline that moves beyond traditional SEO and focuses on building a differentiated conversational brand experience. By prioritizing customer-centricity, proactive value delivery, and brand distinctiveness over mere SEO rankings, SMBs can unlock sustainable growth, foster stronger customer relationships, and thrive in the evolving conversational landscape. This requires a bold shift in mindset, a willingness to challenge conventional SEO wisdom, and a commitment to building a truly conversational brand.

In the advanced stage, Conversational Search Optimization becomes a holistic brand-building strategy, prioritizing customer experience and brand differentiation over solely chasing search engine rankings, leading to sustainable SMB growth.

Imagine a local boutique clothing store. At the advanced CSO level, they wouldn’t just optimize their product descriptions for voice search. They would:

• Create a Voice Skill that provides personalized style advice based on customer preferences.
• Use Chatbots to offer proactive fashion recommendations and style tips to website visitors.
• Develop a Conversational Brand Voice that is friendly, stylish, and knowledgeable, reflecting their boutique’s unique personality.

They would measure success not just by search rankings, but by customer engagement Meaning ● Customer Engagement is the ongoing, value-driven interaction between an SMB and its customers, fostering loyalty and driving sustainable growth. with their voice skill, chatbot interactions, and ultimately, customer loyalty and repeat purchases driven by their exceptional conversational brand experience.

Table 3 ● Example Metrics for Advanced CSO Measurement