Voice: The future of customer experience

Gwen Morrison and Susan Westwater
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Gwen Morrison: The Store—WPP’s Global Retail Practice, USA
Susan Westwater: Pragmatic Digital, UK

Journal of Brand Strategy, 2023, vol. 11, issue 3, 206-219

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.

Keywords: Voice technology; conversational AI; synthetic voice; IoT; brand experience; customer engagement; geolocation; shopping efficiency; retail experience (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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