In the past 5 years, voice recognition technology has taken search and customer experience by storm. A study by Pindrop found that more than ⅔ of businesses are planning to use voice assistants for the majority of their customer interactions in order to enhance customer satisfaction.
Creating a frictionless customer experience is the intention behind every CX channel strategy. An experience that involves minimal effort and maximum speed to consumers who are looking for an answer to a query or problem is the holy grail to any CX leader. One way to move closer to this holy grail of experiences is through voice recognition. When consumers don’t have to lift a finger and only have to raise their voice to get what they need is a game changer in minimalizing customer effort and it positively impacts your revenue. Matthew Dixon, author of The Effortless Experience, found that customers who exercised low effort in getting their problems resolved were 94% more likely to repurchase and 88% more likely to increase spend in the future.
Here’ s a quick rundown of the stats and facts on why you should have voice recognition as your next potential support channel:
In order for voice recognition to be successful and drive customer engagement, brands need to think from the outside-in. “Interactive voice requires a different point of view for brands than what many have grown accustomed to, in the sense that the majority of the content brands currently generate is for display media channels,” said Doug Schumacher, CEO of Arrovox, a startup voice and audio content studio. “Voice and audio content vary significantly in several ways. One of the major differences is that audio content is often part of a multi-tasking experience. Because audio and voice are hands-free and eyes-free media experiences, it can be a great platform for delivering content that compliments something else the consumer is doing while using your products.”
Customer Experience is in The Air
For brands struggling with relevancy, voice recognition technology is something to tap into. Campbell’s is one of the few brands that has been around for over 100 years and has been passed down through several generations of cupboards around the world. One of the main challenges they experienced was trying to stay relevant in an increasingly digitally-focused world. With the help of an agency, Campbell’s began to think about their customers experience with recipes in the kitchen and how voice recognition could fit into their activity. They empowered their customers with the ease of speaking into the air while cooking and removed the hassle of dealing with messy hands. In turn, these recipes increased product sales while also making the customer’s experience with their products and content a little less messy. To learn more about their success, tune into the Arrovox podcast here.
Since voice recognition serves as an innovative way to provide self-service, it also has the potential to become a part of your support channels. Instead of all the clicks and link traveling most of us put our customers through, why not allow them to come to their destination without the effort? Through the power of AI, chatbots are also capable of interacting with voice recognition and empowers customers to access information without lifting a finger. Voice recognition creates an opportunity for all industries to enhance the way their customers experience their products. For instance, IKEA has had a long time reputation for making furniture assembly chaotic and complex with their DIY instruction sheets. IKEA could leverage the power of voice recognition to enhance the way their customers consume and interact with paper instruction sheets while also making home furniture setups more efficient and thus making customers happier.
Perhaps most importantly, voice recognition can augment the overall accessibility to any brands products and services. Those who have impaired extremities or vision now have the opportunity to engage and interact with brands in ways they couldn't before. All of these factors contribute to an expanded customer base, increased customer satisfaction, and a new sense of loyalty.
Alexa, What Does the Future Hold?
With brands like Apple, Facebook, Google, and Microsoft pouring billions of dollars into voice recognition, along with several startups trying to get their name in the game it’s safe to assume that voice recognition and CX are only at the beginning of a life long relationship. However, similar to integrating any other new technology to your CX stack, know thy customer and make sure to position it strategically within your support ecosystem.