Voicebots: the difference between EU and US investment trends

According to an Adobe study, more than 9 out of 10 companies are investing in voice technology in the US. But what are the main differences between US and European companies? 

Voice technology has been one of the fastest growing technology trends the last couple of years. If we look at the US market, we can easily conclude that voice technology has found its way towards consumers much quicker compared to the European market. There is a big difference in the several areas in which companies invest when it is related to voice applications and voice technology.

Customer behaviour drives the biggest Voice market trends
The main reason for the differences in Voice applications between the US and European markets has everything to do with customer behavior. In the US approximately 40% of all digital homes already use a smart speaker or voice assistant such as Alexa or Google Home in their daily routines. In Europe, this average varies between 3 and 15%. This implies that a lot of consumers have not yet adopted voice as a channel of communication .

Companies adapt to the different customer behaviour trends
As European consumers haven’t yet adopted Voice Bots as a primary communication channel, companies are often afraid to push Voice Bots forward in their customer interactions. Customer Experience and how customers will react is often an important topic when looking into Voice Technology. European companies tend to choose internal Voice Bot use cases as a first investment area.

There are 3 typical domains in which companies are investing today when we talk about voice technology. These examples are mainly internal voice applications because they don’t impact  customer experience:

  1. A voice assistant for field teams to fill in visit reports from their car.
    Sales teams and technical field teams are using Voice Technology to fill in their CRM or field visit reports with their voice from their car by using a classic telephone line.
  2. A voice assistant to handle FAQ’s of an internal ICT Helpdesk
    IT Managers often use voice bots to handle frequently asked questions in order to lower the number of human interactions. A typical example is for password resets initiate by employees. Instead of a physical employee picking up the phone and performing this action, voice bots can handel this task perfectly.
  3. A voice assistant to replace the IVR-menu
    Customer Service departments are the first to invest in Voice technology for customer facing applications. One of the first examples we see is replacing the standard IVR-menu with a voice assistant. Customers are routed immediately to the correct customer service agent after talking to the Voice assistant. A perfect improvement for customers who aren’t very keen on using the old fashioned press 1, press 2, press 3,…


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