Voice Engagement Leading to Business Intelligence: A Systematic Review and Agenda for Future Research

Praveen Kumar Sattarapu, Deepti Wadera and Jaspreet Kaur
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Praveen Kumar Sattarapu: GD Goenka University, India
Deepti Wadera: GD Goenka University, India
Jaspreet Kaur: Pearl Academy, New Delhi, India

International Journal of Business Intelligence Research (IJBIR), 2021, vol. 12, issue 2, 1-23

Abstract: There are multiple studies establishing the importance of Business Intelligence (BI), in the Big Data Analytics context. Voice is yet to be seen as a contributing channel. Voice enabled assistants are at the forefront of conversational AI advancement. As humans speak to devices, brands and business are investing in engagement through voice channel. This voice engagement is resulting in both intangible and tangible benefits and generating voice commerce. The resultant voice data should be integral to BI, leading to Voice BI. This paper proposes a conceptual framework from engagement to intelligence, with support of five propositions to realise voice business intelligence. Type of applications and their engagement characterisation is segregated to create better understanding using Cross-Cases Observation Technique. Along with future research agenda to strengthen the propositions, this investigation observes building voice business intelligence by tracking relevant metrics which enable informed decisions.

Date: 2021
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