Voice response is a way to engage consumers on a new level, but it uses a form of communication that is a natural to people, which makes it easy to go “out of the box,” said Guy Munro, global business director of the Australian voice experience agency Versa.
Versa lunched before products such as Google Home and Alexa were widely available in Australia, but the management understood that voice “is here to stay,” he told Velocitize Talks.
Voice is not only a way to reduce pressure and expenses from call centers and customer service channels, but also a way to build the customer experience. “We need to create that kind of push-pull,” said Munro. “We need brands to lean in.”
Voice is not going to replace the web experience, but it will expand what digital experiences can do, said Munro.
With the voice user experience “there is a massive role” for agencies to build emotional connections, said Munro. Some practices can borrow from old-school media, such as radio.
Personalization takes on a new meaning when dealing with the voice experience. Brands have to think of how they expect to sound, and there are whole new considerations around audio, said Munro. Something as basic as a greeting can have multiple variations on tonality, language and many other contextual variables, he said.
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