Loud and clear

Wouldn’t you as a consumer like to receive tips verbally from experts on baking the best cake at home, or a step-by-step oral instruction on making a cocktail that pairs well with your pasta? Or cues on operating your latest washing machine with all your doubts getting cleared through real-time replies by experts? Or better still, be able to add groceries to your e-shopping list through the voice command? Well…voice is all you’d need to survive and thrive. And more so if you are a brand looking to gobble a fat chunk of the competitive market pie.

The voice era is here and the world’s biggest modern day brands including Uber, Dominos, Whirlpool, Johnnie Walker, PayPal, etc, have all leveraged the artificial intelligence (AI) powered voice for enhancing interactivity with consumers.

From guiding consumers through personalised creations, giving recommendations on recipes, food & beverages, sharing anecdotes, providing practical tips on operating devices, searching and confirming cabs, and grocery shopping, brands are increasingly using voice activated interface to connect better and seamlessly with consumers.

Sreeraman Thiagarajan, co-founder of Agrahyah Technologies, says, “Voice is the new user interface (UI). We are in an era where consumers speak to brands in a natural language through smart assistants and get contextual and meaningful responses. As people get more used to voice assistants, they will expect a more human like response from brands.”

According to Nitin Chowdhary, director, Digital Infusion, voice and image based searches are predicted to be 50% of the total search volume by 2020. “The big difference between search via a keyboard and voice is that it is easy for users to speak the exact query, which is likely to have a fuller context of the search.’’

Akshar Peerbhoy, COO of creative agency MAA Communications, says with voice, a brand can now interact with a consumer through a dialogue. “A consumer can ask a question like ‘Where can I buy your product from?’ and get a verbal reply like ‘I have found three stores near you that have our products on sale’. (Apple) Siri was one of the first such AI that created the future of a voice first world. Today with (Amazon) Alexa, (Microsoft) Cortana, (Google) Assistant, you can have every wish and need answered by a question. AI is the new companion for every consumer in a digital first world.”

Peerbhoy says that brands which realise the importance of a voice first, digital first world stands the chance of creating a great mode of engagement with consumers. “A mode of engagement that is easier and more natural to any consumer, regardless of barriers.”

Experts say with voice-based technology, a brand will no longer feel restricted with consumers through one-way communication, as now they can engage in real-time two-way communication in an effective and efficient manner.

“Brands can create multiple touch points on voice platforms for multiple purposes, including creating brand engagement, driving in commerce and resolving consumer grievances,” says Thiagarajan. Agrahyah Technologies has built five skills for Alexa. “Our pilot skills are those that provide Bollywood trivia about celebrities, allow you to listen to the teachings of Gautam Buddha, provide health tips for a better heart and a skill that gives runners tips on how to practice for a marathon.”

According to Srinivasa Rao, senior VP, marketing, Lifestyle International, they have enabled voice-based search on their app “which has positively impacted the interaction between consumers and the brand, making the shopping experience more personalised and convenient.”

Thus, brands that gladly embrace voice-based technology will certainly get the first-mover advantage. “They will have a smoother learning curve as they reach the maturity curve along with customers,’’ says Thiagarajan.

While Rao feels that with voice, brands can project their attitude and personality to consumers in an even fashion, thereby “becoming more engaging, impactful and lively. Voice-based tech will consolidate the brand-customer relationship and take customer experience several notches up”.

FAST AND FURIOUS

• Voice and image based searches are predicted to be 50% of the total search volume by 2020
   
• With voice, a brand can now interact with a consumer through a dialogue
   
• Brands can create multiple touch points on voice platforms for multiple purposes