Voice-enabled devices and digital assistants allow consumers to engage through one of the most natural forms of communication.
With a new generation of products driving innovation and consumer appetite, the latest Adobe Analytics data shows that online sales of voice-enabled devices grew 39% year-over-year.
In the same way mobile devices fundamentally changed the ways consumers engage with each other, voice interfaces have the potential to do the same.
Brands must start thinking about standout voice-driven experiences to remain competitive.
Adobe has announced new voice analytics capabilities in Adobe Analytics Cloud that enable brands to deliver more personalised customer experiences and create brand loyalty through voice-based interfaces.
Through deep analysis of voice data complemented by artificial intelligence and machine capabilities in Adobe Sensei, brands can gain robust audience insights and recommendations, while automating the traditionally cumbersome manual analysis.
Brands are able to take action on these insights more quickly, delivering experiences that delight customers while informing other touch points such as email and advertising.
“One of the most important trends in modern technology is how quickly consumers adopt new ways of interacting with content, as we’ve seen with mobile and video,” says Bill Ingram, Adobe Analytics Cloud vice president.
“We expect a similar trajectory with voice-enabled devices.
“In the same way Adobe has shaped web, mobile and customer analytics, Adobe Analytics Cloud will enable brands of all sizes to extend voice data insights across the entire customer journey.” Through Adobe Analytics Cloud, brands can capture and analyse voice data for all major platforms including Amazon Alexa, Apple Siri, Google Assistant, Microsoft Cortana, and Samsung Bixby.
The new capabilities address the complexity in measuring voice interactions, with the ability to capture both the user intent (“play me a song”) as well as specific parameters (“from The Beatles”).
Additional data points including frequency of use and actions taken after a voice request is made are provided as well.
Adobe Sensei frees up teams to focus on crafting customer interactions that improve voice experiences, such as creating content that is more relevant.
A hotel chain, for example, can recognise a customer immediately, and target the traveller with ideas on ways to spend reward points through the loyalty program, such as at an upcoming live show or new reservation.
They could even send a promotional phrase to the most loyal guests prior to a stay, unlocking a special offer when spoken to a voice-enabled device.
Integration of voice analytics data with Adobe Marketing Cloud and Adobe Advertising Cloud ensures that every digital interaction a consumer has is a continuous and relevant one.