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How to Use Voice as a B2C Acquisition Channel

This is a guest blog post from Voysis, the complete voice AI platform.

You already know that voice is a growing trend in technology, but do you know exactly how big it really is?

With 75% of households expected to have a voice-enabled device by 2020, voice is far more than a trend: it’s the fastest growing technology since the iPhone.

From smart speakers to native integrations with voice assistants, we’re at the beginning stages of a truly transformational experience for consumers — all powered by conversations. Voice can help you do everything from finding a movie to watch on Netflix to ordering new shoes from your favorite ecommerce brand.

As a B2C marketer, you’re likely wondering how your business can take advantage of voice commerce and create a fantastic experience for your customers. In fact, your buyers are probably already using voice search to find products they want to buy online — and the number of people who try voice shopping is only going to increase.

This means that your B2C business absolutely must have a strategy around voice — there is no other option. Here’s how you can start to plan for the inevitable future dominated by voice technologies.

Listen to where your customers are

The best brands do two things really well: they understand where the consumer’s attention is and they double down on creating the best possible experience where their buyers are today. That’s exactly where we’re at with voice.

Nearly 50 million voice-controlled devices have been sold and consumers are yelling from the rooftops that voice makes finding products easier and shopping experiences better. If you’re a grocer or CPG brand, voice is as intimate as the kitchen in which families make their dinner.

When investing in voice as an acquisition channel, it’s important to understand the context in which your customers experience your brand. Is it in the physical store? Online? In their home? Start with the where, and then you can invest in how.

Remove as much friction as possible

Friction is a word that’s taught to us in early educational settings about resistance and conflict. When two forces collide, or when a shopper meets a shopping experience, friction is the last thing they should encounter. You want to make the process of buying your products as easy and pleasant as humanly possible. That’s where voice commerce comes in.

As native as spoken word is to how we’ve communicated as a species since our early existence, voice allows us to have a conversation with a brand or product in a more natural form. Rather than jump at the first opportunity to build an Alexa skill, do some soul searching on where your customers experience the most friction today. Is it on your website or mobile app? Is it customer service or support? Or is it through payment?

Voice, in order to be effective, should be viewed as a complementary layer that can enhance your existing digital property experiences today, not just create a new interaction point. By using voice thoughtfully, you can remove existing friction in your buying process, making it more likely for your customers to buy once, twice, and perhaps on a recurring basis.

Experiment and use the interaction data as your north star

At the end of the day, you want voice to not only be the channel that provides an exceptional customer experience but one that provides an uplift in conversions. That’s what we all want.

Since voice is still so early in its evolution, there’s an abundance of data surrounding these new interaction points that can give you tremendous insight into how your customers want to converse with your brand. Just think: do you tell your friends or family about a new pair of shoes your love the same way you type it into a search bar?

If you decide to experiment with voice commerce for your B2C brand, don’t forget to carefully measure how your buyers interact. With the right data, you can make sure to optimize this channel and continually improve your customer experience.

Voice commerce presents an exciting opportunity for your business to take customer experiences to the next level and really get a leg up on Amazon. Now is the time to get started.

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