In a world where brand conversation is becoming a crucial interaction with consumers, brand voice is an important component of the brand strategy.
Voice allows brands to reinvent their marketplace relationships, and we see predictions of brands and e-retailers all benefiting from the technology. Here are some examples of how brands are using voice technology today.
Voice will transform the consumer landscape, replacing “touch points” with “listening points.” Whirlpool appliances, equipped with voice command capabilities, allow homeowners to adjust cooking modes, start a wash cycle or set temperatures and times. The technology enables brands to be relevant at key moments.
Voice commerce, which will be easily adapted, thanks to its reliance on both the spoken word and digital shopping, will see the home emerge as the newest retail environment. Amazon today offers Alexa users voice commerce purchasing and more than half of smart speaker owners have ordered an item through their device. Household supplies, electronics and health and beauty categories lead the way, according to NPR Research.
Voice technology enhances the consumer’s digital experience. The online insurance provider Lemonade streamlines the customer’s experience with chatbots. The conversational interface at every step of the customer journey answers questions, provides quotes, processes claims and grants payment. Beiersdorf’s Eucerin consumers have access to a voice assistant that can guide them to dermatologist-recommended products best suited for them. Powered by Amazon’s Alexa, the tool kicks off a digital focus for the brand.
Strong brands will successfully weave brand voice and personality to create meaningful customer relationships.