5 Tips for Implementing Voice-based Technology
5 Tips for Implementing Voice-based Technology
About the Research
Voice Bots on the Frontline: Voice‑based Interfaces Enhance Flow‑like Consumer Experiences & Boost Service Outcomes
Journal of the Academy of Marketing Science (JAMS), 2023; Volume 51, Issue 4
Authors:
Naim Zierau
Christian Hildebrand
Anouk Bergner
Francesc Busquet
Anuschka Schmitt
Jan Marco Leimeister
In the dynamic world of customer service technology, voice-based interfaces are emerging as powerful tools. This insight is underscored by the research in Voice Bots on the Frontline: Voice-based Interfaces Enhance Flow‑like Consumer Experiences & Boost Service Outcomes, which explores the significant advantages of voice interfaces over traditional text-based models, illustrating their potential to foster more immersive, seamless user experiences that boost consumer satisfaction and loyalty.
The study identifies two critical factors that enhance the effectiveness of voice interactions: semantic fluency and the optimal number of conversational turns. Clear, coherent dialogues facilitate smoother communication, making information more accessible, while a well-measured number of exchanges keeps users engaged without leading to fatigue. This strategic approach to conversation design is crucial in sustaining the consumer’s attention and interest during their engagement with the service.
For businesses focused on refining customer interactions, the implications of this research are profound. Thoughtful integration of voice-based technologies can significantly enhance user experiences and improve key business outcomes, including customer retention and the generation of positive referrals. As we navigate toward a future marked by increased automation, the human-like interaction offered by voice interfaces could become a critical competitive edge in the bustling customer service landscape.
From the Authors
What marketing challenges does your article addresses?
Our article investigates two critical challenges related to the recent proliferation of voice-enabled computer interfaces (e.g., Amazon Alexa, Google Assistant): First, we examine the question of whether and how firms should incorporate voice-enabled interfaces into their customer service strategy. Second, we address the challenge of the development of effective conversational design principles for voice-enabled interfaces to improve the customer experience.
What industries will benefit from your findings?
Our research provides critical insights for organizations managing large contact centers, including sectors like banking, insurance, and telecommunications. In our article, we explore how voice-enabled interfaces and their design influence customer experience and firm outcomes, specifically in the context of filing an insurance claim. Our findings are applicable to comparable scenarios such as managing routing banking inquiries or addressing technical support questions.
How and to what extent can this research be beneficial?
Consider an insurance firm reevaluating its customer engagement strategy. Our findings suggest that such a firm should contemplate integrating and enhancing their existing customer service channels with voice-enabled interfaces. Voice communication can foster more seamless, flow-like user experiences, leading to beneficial customer behaviors (e.g., improved conversion rates). However, these benefits are contingent on the firm developing a tailored communication strategy for voice-based channels. This involves using simple language and more succinct interactions. Thus, to be maximally effective, firms should actively design the conversational style of a voice interaction and avoid merely copying an existing text-based interaction from another company-channel. Voice interactions are unique and the reason why many voice-interactions are frustrating to consumers is because firms didn’t carefully design such voice interactions in the first place.
