Voice assistants are officially no longer a novelty; they have become a part of our daily lives. The 2022 Voice Consumer Index revealed that more than half of the consumers in every market use Voice to shop and they’re doing it ever more frequently. Nearly 40% of people in the US and UK use Voice assistants daily, often multiple times, for everything from food and entertainment to fashion, fitness and healthcare.
But what’s really interesting is that Voice is not just an extension of e-commerce any more, it is an enhancement of the entire customer experience. People are going beyond the research phase of shopping to placing orders and executing post-purchase interactions. One key driver of this is the fact that Voice applications are now within reach, both technologically and financially.
In the current market, this is an opportunity brands simply cannot afford to overlook.
Inflation and the rise in cost of living are forcing consumers to reevaluate what they’re buying and from whom. People want brands that go the extra mile, provide seamless experiences at every touchpoint and make it easy, if not downright delightful, to interact with.
As consumers cut back on bad brands, retention has become the top strategic budgetary priority in 46% of surveyed companies. The logic is simple - increasing customer retention rates (CRR) by just 5% boosts profits by 25% - 95%. In fact, in most businesses, ~65% of revenue is attributed to existing customers yet retaining them is 5-7 times cheaper than gaining new ones. Taking into account that happy customers purchase more and spend more each time around, and that they also refer more new customers, focusing on retention is a no brainer. The only question is how.
By enabling Voice applications for their brand’s post-purchase experience, companies can migrate CS agent workloads to an efficient self-serve channel and unlock new opportunities to delight, up-sell and cross-sell.
1. Keep clients informed with personalized notifications and updates
Providing order status and delivery tracking is probably the most important thing a customer wants to know post purchase. It shows your brand is on top of things and puts their minds at ease.
When it comes to up- and cross-selling, inviting customers to subscribe to a Voice-newsletter or allowing them to set personalized notifications about specific products are great places to start.
2. Be there to help with automated Customer Support
Answering common questions with Voice is a juicy low hanging fruit. The data is already in your Customer Support playbook or on your website’s FAQs. Modern Voice technology makes it ‘as simple as plug and say’. Troubleshooting issues with your product or service can become fun and interactive, exposing customers to a deeper part of your brand’s personality.
The next step is to get personal and connect your Voice application to clients’ accounts. This will enable self-opening service tickets, self-sending invoices and much much more. Voice is also a way to easily collect ratings and recommendations after a purchase.
Last but not least, by enabling Voice, brands can gain access to invaluable insights. Every request, whether successful or not, builds a huge database of what customers need. By leveraging machine learning, you can reveal the wants, needs and intents of your customers as they evolve with you much more naturally than any expensive survey ever could.
3. Empower customers with usage ideas and guides
Voice is ideal for CPG brands to help consumers make the most of their purchase. Food products can offer recipe guides, cosmetics can provide tips for optimal results, both of which can encourage the use of additional on-brand products.
But Voice guides are not limited to frequently purchased items. Art supplies can be augmented with Voice tips and even automotive companies like Hyundai, Tesla and Ford already enable unlocking and regulating the car temp from afar.
In all cases, multi-modal use of Voice assistants with on-screen guidance give optimal results. A hands free cooking experience, guided makeup session, personalized painting tutorial, or guided motor oil check sound like fun!
4. Make reordering convenient
Offering replenishments of perishable items just at the right time is a great way to turn post-purchase into new-purchase. By calculating an item’s re-stock frequency, either for a single client or a segment, you can set up personalized suggestions.
The majority of voice enabled devices are also connected to home appliance management such as light bulbs, air conditioning systems, smart fridges and more. If a lightbulb has become inefficient or an AC filter should be replaced, a Voice application should make it as easy as just saying ‘YES’.
5. Become part of their routines
Another common use of digital assistants is helping people create routines. This can be anything from starting the coffee maker and putting on 93.1 FM’s morning show, to reminding us to hit the gym on Tuesday afternoons.
By using Voice to make your brand part of your customers’ day-to-day, you can create new opportunities to delight post-purchase, and lead them to the next one.
Cost and technological barriers have dropped and the only limit to post purchase Voice experiences is your CX team’s creativity. Forward thinking marketers need to examine their entire customer journey, and work with CS/CX leaders to create a seamless post-purchase experience that drives retention and further sales through Voice.