Hey everyone and welcome back to another episode of Pragmatic Talk
I'm Scot and I'm Susan
and today we're going to be talking about what it makes sense to actually use voice
Voice has become a really hot topic these days and it seems like everyone is rolling out either an Alexa skill
or has some hot new voice app that they want their users to check out
Where does voice originate from?
So voice actually is not nearly as shiny and new
as people want to think it is it actually has a very humble beginning.
And what is that?
That is the it's interactive voice response.
If you think of the automated phone tellers that you deal with
That's actually what they came from and their origins were to make it easier for people to do things
without needing a live person
So it's very interesting to know that this brand-new fancy object that's sitting in my house
actually is a glorified phone tree
So with that being said, when does it make sense to consider creating a voice skill or a voice app?
When it makes sense
is when you go back to what it's for.
Does it make something easier?
Does it make it faster?
There are actually some tests that have shown that in order to order a pizza off of a voice app
It actually takes more inputs and efforts than it does if you were texting or if you just called.
That's when you have to rethink whether or not voice makes sense. Sure it's exciting.
Sure It's something that oh does everyone have one.
But if it's not going to ultimately benefit the user it's not gonna have the staying power
Because maybe the novelty will be there but the users won't still use it.
In fact you can you actually see that with Alexa skills
When you look at the retention numbers and which ones are being used. It's the most useful ones.
It's the ones that have been put together the most thoughtfully it's not every single one being used
It might get used once or twice but then
Usage just drops off significantly
Because if it's not valuable to a user
they're not going to keep using it
I just saw a stat yesterday that something like
70% of apps on a phone
Are only used for about a week and then after that people stop using them
So really we're talking about the same exact thing here
you want to go through and make sure that what you create actually has some longevity
so you actually get an ROI and so that you're providing your audience with value
beyond just being able to interact with your brand
Absolutely, and so
Just like as it came to having everything needed a mobile app. It didn't always make sense
The same is going to apply to voice. And where does that put us?
That puts us right back to a user first approach.
What are the important tasks and can I make them easier to reduce friction?
It isn't about making it easier for my customer service representative
It isn't about making it so that I can data mine.
It's about making lives easier. Making tasks easier to accomplish.
Well and ultimately I think if you make it easier for your audience to engage
if you make their tasks easier to complete,
it is gonna benefit you and the organization.
Absolutely.
So, you know you can get some of that data
But you can't put that as the primary reason why you're doing something
You want to make sure that your primary reason is to provide value to your audience
and then learn from what they're using.
Learn how they're interacting with it.
Get that customer service information that you're looking for
Potentially use it to save money on customer service.
Provide better service
But again, it has to be in the context of
providing value to your audience.
Absolutely. If voice is something that is going to be a natural extension
of the tasks that they want to do and they could be made easier say
ordering something or getting some retrieving some information or
If conversational language is going to enhance their experience,
absolutely, it makes sense.
But, if you're not going to be providing any of those additional things
and you're actually going to make things more difficult
because of a gimmick then it's best to just pause
and wait for there to be a different technology that makes sense.
Thanks for joining us a Pragmatic Talk and
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