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Voice: The future of customer experience
Journal of Brand Strategy,
11
(3),
206-219
(2023)
Abstract
Voice technology and personal voice assistants are being adopted by consumers across the globe and
becoming part of their everyday lives. As voice assistants continue to proliferate in homes, cars and
mobile phones, consumers are increasingly using voice to seek information such as news and weather,
find locations and command devices to make calls and texts. With ongoing development of new voice
platforms and applications, businesses must plan how to integrate voice into interactions with both
employees and consumers. This paper focuses on consumer adoption, how brands might improve the
customer journey with voice, and new ways of interacting with consumers as they seek information,
experience brands and, ultimately, buy products and services.
Keywords: Voice technology; conversational AI; synthetic voice; IoT; brand experience; customer engagement,; geolocation; shopping efficiency; retail experience
The full article is available to subscribers to the journal.
Author's Biography
Gwen Morrison has been devoted to helping companies create growth through more meaningful customer engagement. At The Store, Gwen is responsible for extending WPP’s leadership in commerce and retail innovation. She supports global resources for WPP group companies across the Americas. Gwen is a previous author for JBS and HBR. A frequent speaker at NRF and other international conferences such as CES, she is a guest lecturer at Northwestern University, U of C and U of A. Gwen also serves on the Advisory Board of Fashion Group International.
Susan Westwater is chief executive officer and co-founder of Pragmatic Digital, a consultancy that helps clients identify and solve their marketing and customer experience problems by leveraging the voice channel. As a strategist with 20+ years of brand, digital and content strategy experience, Susan uses customer-centric approaches to help businesses achieve success by providing useful and usable experiences to their audiences. Susan has presented and authored a number of talks, workshops, articles and e-books focused on the role voice technology plays in marketing and business strategy. She is also a leadership member of Women in Voice.
