E-commerce: When voice recognition becomes the serial shopper’s best ally
At a time when the Human Machine Interface (HMI) is at the centre of attention, voice technologies are strategic elements for constantly rethinking the customer experience.
Developed over 50 years ago, speech recognition is now reaching one of its most advanced stages. The capacities it provides are multiple and very diversified. Find out in this article how the speech recognition shapes tomorrow’s e-commerce.
A phenomenon at the beginning of its growth.
Voice commerce (also called v-commerce) is nowadays one of the preferred fields of major technological players such as Google or Amazon. However, in any case, speech recognition still has many challenges to overcome in order to really penetrate the e-commerce market.
First of all, it is a question of precision. Currently, the error ratio is 6.3% and this figure must necessarily evolve to allow users a flawless experience. Moreover, since this is a new technology, its adoption by individuals is not yet harmonious, as it remains unknown to some. Despite everything, the democratization of voice assistants is on an upward trend, and this is also reflected in the multiplication of voice solutions in our daily lives, at any given time.
OCXC Strategy Consultants estimates that voice commerce, currently worth $2 billion, will represent $40 billion in 2022: proof of a positive trend.
A simpler shopping experience.
Let’s get right to the point. Let us start from the most obvious observation, speaking is the most natural way that Man has to communicate. Once reserved only for peers (and very often for pets), speech is nowadays increasingly used to interact with our technologies. With a powerful NLP system, users are able to browse offers on the different shopping platforms in a very intuitive way.
In addition to intuitiveness, speed: by 2020, 1 out of every 2 searches will be done by voice according to Comscore.
Through artificial intelligence, the possibilities are endless. From memorizing purchases, to complex requests such as “Propose me an outfit for my dinner this weekend”, to personalized recommendations and synergies with many external services, for cooking recipes for example, it is easy to believe that only Man’s imagination is the limit.
Moreover, UX (User Experience) and UI (User Interface) issues are commonplace these days. The client 2.0 is looking for ease of navigation while having a pleasant interface. It is all the more complicated to attract new customers today with the multiplication of offers and the banality that often surrounds their availability. Thanks to voice recognition, the e-commerce customer benefits from a new experience that brings him/her an unequalled comfort in his/her journey and this has the effect of promoting his/her adherence to the brand.
Adaptation to changing uses.
Who would have thought 30 years ago that we could buy almost anything online and have it delivered to our homes with disconcerting ease? As you will have understood, technologies and human daily life are evolving at a rapid pace.
Today, the simplicity of the interaction between the consumer and the brands makes it possible to create a complicity. Through this relationship, loyalty is established, which is a growth opportunity for brands. In a hyper-connected world where time is one of the most precious resources, voice intuitiveness is a major asset in establishing a relationship with the customer, whatever the context.
It is now possible for him to concentrate on the essential. For example, with a single request, all trips are scheduled for pickup the same evening when the user leaves his obligations to return home, for example. This example seems obvious today, but it was not so a few years ago, yet it is not a unique case of new lifestyles.
In order to constantly adapt to their customers’ lifestyles, today’s companies must continually offer innovative ways of consuming.