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TELUS International Study Highlights the Importance of Voice Engagement for Customers

By Tracey E. Schelmetic April 24, 2024

While there exists a plethora of studies and news article that recount the dangers of too much phone interaction for teenagers, it’s easy to forget that today, adults spend almost as much time hunched over their devices, deeply engaged in text-based data entry. While we’re cultivating a more positive view on the technology of the future, let’s add one desirable feature:

That is, a not-quite-as-heavy need for text entry itself.

A recent study completed by TELUS International highlighted the importance of a future in which individuals can engage with data – including customer information – in a more natural and less onerous way; namely, through voice.

Replacing texting and click-based navigation with voice-activated apps that feature the ease and fluidity of natural conversation offers brands the opportunity to provide consumers with low-effort and more personalized interactions.

Voice-enabled technology is powered by a few key innovations that transform how we interact with devices. Voice-enabled technology leverages automatic speech recognition (ASR), natural language processing (NLP) and natural language understanding (NLU) to transform natural speech into machine-readable formats, thus consistently interpreting underlying meanings. To be truly effective, voice must be leveraged with other modalities, such as text and images, across a single interaction for brands to be able to provide frictionless digital customer experiences.

According to the survey, when asked if they would rather have a more personalized customer experience or one that took less time, 62% of survey respondents chose personalization. But, when survey respondents weren’t limited to a single response, they said that CX should be more personalized (44%), faster (44%) and make you want to purchase again (45%). And although 60% said they would “suffer through'' a bad customer experience rather than pay one or more paychecks to guarantee a good customer experience, 55% said that “nothing excuses a bad customer experience.”

“Advances in conversational AI and voice technology are revolutionizing how consumers are interacting with devices and the world around us,” said Tobias Dengel, President of WillowTree, a TELUS International Company. “Brands adopting voice tech is about them leading the charge in a market that values speed, accuracy and above all, personalization. What better way to show your appreciation to customers than by incorporating voice-activated and AI-supported technologies to elevate customer experiences in order to not only meet, but also anticipate their needs.”

Edited by Alex Passett
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