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Voice: The future of customer experience

Author

Listed:
  • Morrison, Gwen

    (The Store—WPP’s Global Retail Practice, USA)

  • Westwater, Susan

    (Pragmatic Digital, UK)

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.

Suggested Citation

  • Morrison, Gwen & Westwater, Susan, 2023. "Voice: The future of customer experience," Journal of Brand Strategy, Henry Stewart Publications, vol. 11(3), pages 206-219, January.
    • Handle: RePEc:aza:jbs000:y:2023:v:11:i:3:p:206-219
    as

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    More about this item

    Keywords

    Voice technology; conversational AI; synthetic voice; IoT; brand experience; customer engagement; geolocation; shopping efficiency; retail experience;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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