What Is Voice, and How Can It Help My Brand?


“We are going through one of those technology shifts that come around every 10 to 15 years. We witnessed it with computers and the web in the mid-90s. More recently, there’s been a tremendous impact of mobile technology and the way it has shaped consumer interactions with retailers and brands. Now we believe there is a new era, which is powered by voice and this will have a major impact on commerce.” — Giulio Montemagno, General Manager at Amazon Pay Europe

How usually do you discuss to Siri or Alexa a day?

As we proceed to get the information and climate updates from our audio system, automobiles, and telephones, we could also be asking ourselves, what does the way forward for these voice assistants appear like?

Voice is an umbrella time period we use to explain any interplay the place you employ pure language to regulate a pc. This may very well be your TV distant with voice enablement, your smartphone with Siri, or a brand new class of gadgets that we check with as good audio system (i.e. Amazon Alexa, Google Nest, and Apple HomePod).

Voice presents a brand new alternative for customers to connect with the web. If there may be one factor we’ve got discovered with the evolution of the digital world, it’s that customers’ data wants don’t change due to the interface or machine. The nature of their interplay, nevertheless, does change and it’s amplified with voice.

Keep studying to study extra about how voice can profit your model and how one can get began now. 

Voice Can Be Your Competitive Advantage

Voice presents the chance for manufacturers to enhance their buyer experiences and operations. The preliminary function of voice is to tell and assist prospects. It’s a matter of answering questions, offering companies, serving to with product choice, and rather more. 

Here are some fast and simple wins for voice implementation. 

Virtual name middle. Think in regards to the period of time customer support representatives spend answering fundamental questions. Voice has the potential to reply regularly requested questions, and save these which can be harder for human operators.

Flash briefing with a life-style tip of the day. This is a good way to construct model affinity and to be part of your buyer’s morning routine each day.

Answer middle in your individual model voice/tone. This permits manufacturers to offer your viewers with data in your individual distinctive means. 

Internal company communications. If you need to know what number of trip days you could have, think about how a lot simpler it might be to ask your voice assistant as a substitute of looking via a number of information and emailing your HR consultant.

Now, let’s see this in motion.

“Alexa, open Lysol.” Lysol wanted to assist its viewers perceive easy methods to scale back germs of their houses to assist battle chilly and flu season. Lysol created Lysol GermCast, which is powered by WebMD’s chilly and flu information, and supplies customers with chilly and flu ranges within the space by zip code. Lysol offered cleansing ideas and checklists round the home, in addition to suggestions for Lysol merchandise. In this example, Lysol offered customers with helpful data and worth via an efficient voice technique. 

“Alexa, open ButterBall.” ButterBall presents a turkey hotline yearly round Thanksgiving and they workers it with human operators who reply questions on cooking your vacation turkeys. In 2019, ButterBall launched an Alexa ability that got here from 36 years price of expertise from turkey specialists. Instead of utilizing the Alexa voice, they recorded the solutions within the voices of three of the corporate’s specialists which provides this function a pleasant human contact. The results of this expertise was that it elevated buyer satisfaction, whereas lowering price to the corporate. 

Getting Started With Voice

Consumers view their buyer journeys as holistic experiences—voice included. When you’re enthusiastic about your voice expertise, concentrate on the way it suits into your whole model ecosystem. When you retain the shopper on the middle of this expertise, it won’t solely set you up for achievement with communication consistency, effectivity, and profitability

The excellent news is that a few of the work you’ve already been doing to be constant in different channels may also help type voice experiences. This supplies you with the chance to determine what present content material is assembly buyer wants and fixing their issues finest. This additionally provides you perception to understanding these issues that you simply haven’t been in a position to remedy but.

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These insights got here from Voice 101 for Business: Understand the Who, What, and Why, an AI Academy for Marketers course introduced by Scot and Susan Westwater of Pragmatic Digital

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