Including new forms of communication in apps and websites to make user interaction easier is and will be increasingly important.
The consumer is constantly overcome with an overstimulation of messages, which is why the user is dehumanised. It is important for companies to listen to its clients and take their preferences into account, as these companies will win if their opinions becomes an access way for consumers and makes life easier for people, for example, the blind.
CONSEQUENCES OF SUCH SOCIAL PHENOMENA
Voice is the 5th wave of digital disruption, as it has a very important role in helping brands become more accessible to users and consumers.
To do so, they rely on two points:
- It is incorporated into utilities and new experiences so that the user takes less time to achieve their goal.
- There are several sectors which are more likely to be affected by this, such as healthcare. With the pandemic, many patients and healthcare workers have chosen to attend appointments online or even by telephone. Banking, public transport, customer service and tourism and the hotel industry have also been affected.
The use of speaking in e-commerce is expected to go from 2 billion dollars to 80 billion dollars in 2022. Fernando Cano says that it is foreseen for everything to be able to be done via voice, which leads to the following question: why are there certain things that cannot be processed by voice?
In a world where you can do everything just by using your own voice, it will be shocking for there to be things that cannot be done through this method.
According to Fernando Cano, the following five steps must be followed for this to work:
- Voice must be included in the marketing strategy.
- There must also be conversational content. This means making it possible to have a normal conversation, as it happens between two people, even if you are talking to a machine or robot.
- Customer experience is key.
- Have a strong strategy.
- The brand must be relevant. That is, it must be popular among people and have regular clients.
Bearing all this in mind, if this digital strategy is carried out, brands will obtain an immediate benefit. Companies would be incorporating a new medium that will make them more human and, therefore, closer to the user.
They will have a voice of their own, since it can be chosen, it will be a two-way conversation. That is, it will not be like talking to a robot but just like talking over the phone, but without being on hold. And lastly, the user shall have a personalised experience.
All this will help technology and for human beings to be closer and closer.