»Alexa, order detergent!«, »Siri, what’s the weather going to be like today?«, »OK Google, show me sports shops nearby!« – this is pretty much how many dialogues in German households go. Voice assistants are en vogue right now and will play an even greater role in the future.
People are getting older, lazier and want their information more quickly. These alone are three reasons why voice assistants will be used even more in everyday life in the future. Today’s reading tips provide you with an overview of voice assistant features, perspectives and possibilities of using them for your own business.
Voice Commerce: More Than Just Smart Speakers?
A smart speaker study conducted by beyto recently examined some interesting facts about smart speakers and the use of voice in commerce in Germany. These are some of the key findings of the study:
- Those who own a smart speaker also use it
- Smart speaker users see great potential in them
- High usage, especially for streaming services and smart home apps
According to the study conducted in spring 2020, one out of four Germans already owns at least one smart speaker; among the sample of those interested in technology, this figure was as high as 75 per cent. About half of all owners use their smart speaker daily, especially for streaming services, questions (weather, traffic, knowledge), as an alarm clock or to listen to music. In terms of smart speakers, most devices come from industry leader Amazon. Nevertheless, most Germans still consider smart speakers a gadget and do not really use them for shopping.
Not yet. 34 per cent already do though – and this percentage is rising. However, voice commerce goes beyond the use of smart speakers: it not only encompasses the completion of shopping carts, but also price enquiries, product advice and the regular delivery of information on bargains and offers – and this is becoming increasingly popular.
Voice Commerce Changes Customer Experience
Voice-assisted interfaces such as Alexa, Siri and Cortana are nothing new for smartphone users. These learned behaviours and ways of dealing with voice as an input and output channel ultimately contribute to users receiving even more efficient, even more personalised consulting services in the future. After all, they know how to use voice assistants.
However, the question is: what is the advantage over salespeople in shoe shops or customer hotlines of mobile phone providers? The answer is quite simple: voice assistants are faster. Advice can be given right away – and even in a more personalised way thanks to intermediary AI. The customer experience is ultimately holistic since all necessary information and services can be provided immediately thanks to previously collected information.
Let us look at an example: a customer is looking for sneakers in an online shop. He finds a pair he likes. In addition, the voice assistant integrated in the shop recommends a pair of socks to go with the shoes and offers a discount if the customer buys three or more pairs. Via a corresponding image channel, the entire outfit is displayed to the customer. Lightning-fast, data-based advice. This is the chance for voice commerce. But how do you add a visual aspect to voice?
Voice Commerce and the Relevance of VUIs
VUI means voice user interface and acts as a voice-controlled user interface that lets the user experience what he has just said in the form of visual feedback. What enquiry he has made. What answers he gets. What socks he is offered to go with his sneakers.
VUIs have long been installed in many smart cars and are not a real innovation per se. However, if you think VUIs through and make them work for your business, you can create personalised customer experiences that outshine a simple shopping search query with old-fashioned »Users who bought this also bought…« ads. The result is a dialogue – just like in a store, but from the comfort of your own home.
Last but not least, voice-controlled input devices simply benefit from the processing by our brain, which processes spoken language three times faster than texts.
— Brian Roemmele (@BrianRoemmele) April 16, 2017 «
Our 5 Reading Tips of the Week
inside VOICE [inside VOICE]