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Perspectives

Three Steps Forward in the Voice Era

2020-11-03


Our recent survey of APAC and the Middle East companies revealed a discernable shift in interactions from “touch” to “voice” resulting from the growing demand for contactless. Here we present a three-phased maturity model to help companies keep their voice-enabled initiatives on course.

Customer behaviors are known to change gradually and thus leave ample time for brands to play catchup. But the coronavirus induced a fear of the infection spreading through touch-based interactions and brought about a sense of urgency for contactless interactions. This sudden shift in customer behavior has motivated many companies to embrace voice assistants as a new way of interacting and transacting.

Sensing an opportunity, proactive companies across industries throughout APAC and the Middle East are making firm moves to voice-enable their business. We surveyed 1,400 marketing and IT executives to better understand what is motivating their organizations to take the voice-plunge and to see where they are advancing and falling short. Key takeaways include:

  1. Companies view voice as a vital force to reckon with and expect its adoption to pay off with top- and bottom-line growth accorded to early movers.
  2. Many brands are gearing up to make necessary investments in voice-enabling their businesses.
  3. Customer service was called out as a fruitful starting point by a majority of respondents.
  4. Various challenges were revealed, with data privacy topping the list.

From our research, we developed a three-phased maturity model to help companies achieve their voice ambitions. The infographic below reveals key voice trends and the essence of our model.


To learn more, read our white paper “From Eyes to Ears: Getting Your Brand Heard in the New Age of ‘Voice,’” visit the Cognizant Center for the Future of Work or contact us.

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Three Steps Forward in the Voice Era