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RESEARCH
ANALYSIS
TRENDS

Convenience and personalization will 2. Equip chat assistants with additional features
bring chat assistants into the mainstream such as images / videos: almost two thirds of
consumers said that more information would make
Once a relationship of trust is established, consumers it easier for them, especially pictures (63%), vide-
are ready to go a step further regarding personalization os (64%) or even more text (65%).
and emotional commitment. More than two-thirds (68%) 3. Focus on gaining consumer trust by solving
of consumers said that having a voice assistant allows consumer pain points: breaking down barriers,
them to multitask and perform tasks hands-free, and being contextually relevant when selecting use
globally, the majority (60%) even believe that chat as- cases for conversational assistants. However,
sistants will adapt better to their users over time: 58% while consumers are increasingly willing to trust
want to personalize their voice assistant, 55% want to the advice of conversation assistants, concerns
give it a name, and 53% would like to define its person- about privacy and security remain high.
ality. So, obviously, consumers want a more human-
like interaction with their assistants. 4. Developing talent along three key areas: expe-
rience design, architecture / technology, and le-
Since voice or chat bots can communicate with several gal / compliance. In addition to culture, digital skills
people at the same time, they help reduce the stress are the greatest challenge for companies.
and strain on human employees. The interfaces resolve
between 20% and 30% of the requests before they In a nutshell, organizations must understand the evolv-
reach the human agents - and even if the topic is ing dynamics of where and when a consumer uses a
passed on to a human, it is much more targeted. conversational interface. Then, based on that
knowledge, deploy the best combination of human and
Aside from that, the study identified four critical success bot.
factors for companies to capitalize on the growing ex-
citement for voice: “We are at the beginning of the conversational interface
revolution. It is important to bear in mind that this revo-
1. Find the right balance between human and ro- lution is not just about employing a new medium. This
botic interactions to drive greater engagement: is about how being customer centric is key to delivering
almost half of consumers would be more loyal to a a superlative experience again and again”, Capgemini
company with more human-like AI and conse- concludes. ◊
quently more willing to consume.
By Daniela La Marca

November 2020: Voice Commerce: voice search & digital voice assistants as storyteller 18