While many consumers already use voice commands with their devices, the GenAI era is set to further revolutionize customer experiences (CX). By introducing voice-activated applications that mimic natural conversation, brands can offer consumers personalized interactions with minimal effort, and the latest survey by TELUS International reveals the significance of this opportunity for brands.
When asked if they prefer a personalized customer experience or one that's quicker, 62% of respondents chose personalization. However, when given multiple choices, respondents emphasized the importance of CX being both personalized (44%) and faster (44%), with the added value of encouraging repeat purchases (45%). Despite 60% indicating they would tolerate a bad customer experience rather than pay extra for a better one, 55% stated that nothing justifies poor CX.
“Advances in conversational AI and voice technology are revolutionizing how consumers are interacting with devices and the world around us. Brands adopting voice tech is about them leading the charge in a market that values speed, accuracy and above all, personalization. What better way to show your appreciation to customers than by incorporating voice-activated and AI-supported technologies to elevate customer experiences in order to not only meet, but also anticipate their needs. Businesses have a small window of opportunity to be among the first to adopt voice tech and prepare their CX ecosystems for a voice-first future that will position them to lead the competition for years to come,” said Tobias Dengel, President of WillowTree, a TELUS International Company.
The need for improvement
Over half of the respondents (54%) would rather endure a slow traffic jam than a subpar customer experience, indicating a clear demand for improvement from brands. This presents both an opportunity and a challenge for brands: how to deliver timely, high-quality, personalized CX in a sustainable, cost-efficient manner amidst economic challenges. This is where AI-powered voice technology becomes a game-changer.
Leveraging automatic speech recognition (ASR), natural language processing (NLP), and understanding (NLU), voice-enabled technology converts natural speech into machine-readable formats, streamlines seamless interactions. Combining voice with other modalities like text and images enables brands to provide frictionless digital experiences.
Eliminating manual searches
Multimodal voice applications and voice prompts could eliminate manual website searches, as customers can simply describe what they need verbally. Voice-enabled apps drastically reduce typing and clicking time, with people speaking three times faster than typing and five times faster than on mobile devices. By enabling customers to communicate naturally, these technologies enhance personalization and streamline interactions.
TELUS International, through its subsidiary WillowTree, adopts a comprehensive approach to voice technology, drawing on expertise from AI, design, strategy, and engineering teams. Their Fuel iX Beta Program, an advanced AI engine, facilitates the transition of GenAI pilots to production scale, enabling faster deployment of customized solutions while ensuring responsible technology management.
