The role of Voice in an on-demand era

the role of voice in alexa with Insight Academy

Insight Academy|StartUp|Student Spotlight

January 28, 2020


Emerging technologies are poised to personalise the consumer experience radically, and voice interactions have the central role in providing frictionless interactions.

In an on-demand world, consumers are judging brands and products by their ability to deliver outstanding experiences and interactions, anytime and anywhere. Deliver real value, personalisation and easy access are the fundamentals to access into consumers decision journey.

Already, search technologies have made product information omnipresent; social media encourages consumers to share, compare, and rate experiences; and mobile devices allow people to a “wherever” interaction.

Voice is streamlining interactions and turning communication into a real-time conversation.

Attention to the context is part of the fundamentals of Voice interaction, and it brings the user experience to a unique level by considering not only “What”, but “Who”, “When” and Why”.

Conversational Interactions must:

Be Personal by providing natural back and forth dialogue, adapting to the user’s preferred way of speaking and asking follow-up questions in context to provide meaningful responses.

Be Adaptable by making users daily life easier, asking appropriate questions, learning user preferences and making the right recommendations.

Be Relatable by keeping the flow of the conversation going and don’t over confirm users response to reduce friction.

Be Available by remembering and build based upon past experiences into the context to improve and speed up future interactions.

Consumers still show a desire to provide more data when this captured information provides truly helpful feedback rather than push what might appear to be intrusive messaging.

The consumer’s experience with brands and products has become even more intense and defining, and such experiences drive two-thirds of the decisions customers make, leaving for prices drive the rest.

To win over on-demand customers, you must know them, what they expect, and what works with them, and then have the ability to reach them with the right kind of interaction and voice can enhance personalised experiences and still consolidate long-term loyalty. 

Andre has ten years of experience in experiential marketing, he has collaborated with prestigious brands such as Jaguar, Pantene, Gillette, Microsoft, Samsung and others. He is also the founder of CogniVocal, a company that wants to enhance engagement between companies and customers through voice interaction with smart speaker speakers such as Alexia and Google Assistant if you want to know more about Andre’s work you should visit his website.

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