Skip to main content
Voice Technology’s Impact On Customer Experience
February 1, 2018 |

Consider this.

It took smartphones six years to go from 17 to 75 percent market penetration in the US.

It’ll take voice-activated smart speakers only three.

Not only is voice technology being adopted faster than any previous technology in the modern era, it will likely have an equal or greater disruptive effect on the way we shop, search and interact with brands too.

A recent Google survey found that almost 50% of those that currently own a smart speaker would like to receive ‘personalized tips and information from brands to make their lives easier, while 53 percent said it already ‘feels natural’ talking to a voice activated device.  

In addition:

And it’s not just smart speakers. At this years CES in Las Vegas, companies were excited to show off how they’d integrated Amazon’s Alexa smart assistant into their latest devices. From cars to showers (yes showers!) voice technology is set to be embedded in almost every device large enough to hold a microphone.

Voice-driven technology already presents amazing opportunities for organizations to connect with customers like never before.  

Recognizing the impact and opportunity voice technology offers, however, is just the first step. Next, it’s important to understand the landscape of voice technology and how your organization can use each piece to create a meaningful voice strategy.


Voice technology can seem confusing at first glance: What exactly is it, what are the constituent parts, and how does it work? In order to understand voice technology, it’s important to understand some of the fundamentals, including:

  • Voice assistants

  • Voice search

  • Artificial intelligence and machine learning

These words and phrases may seem like something out of a sci-fi movie, but the reality is you are likely already using some, or all, of these today.


Alexa, Google Assistant, Siri and Cortana are the most well known voice assistants on the market right now. Put simply, they’re the software ‘brains’ connected to hardware like your iPhone or Amazon Echo smart speaker that listen to what you say, process what you mean, and (hopefully!) give you a relevant response. They can also control other internet connected ‘smart’ devices like thermostats and lightbulbs to remotely change the temperature or switch on a light.

They do this by using components of artificial intelligence (AI) such as natural language processing (NLP) and machine learning to discern the meaning behind the words you speak. Typically the data and algorithms that actually ‘do’ this thinking aren’t stored on your device, they’re stored in the cloud. This is why voice assistant enabled devices such as smart speakers need to be connected to the internet in order to work.  

Several well-known organizations have embraced Amazon’s app-like approach to the world of voice assistants, creating their own ‘Skill’ in Amazon’s Alexa Skill store that users can download on their Echo devices to better connect with their audience:

  • Call a ride in seconds via the Uber or Lyft Alexa Skills.

  • No need to pick up the phone or drag out your laptop to order Dominos, just tell Alexa your order.

  • Get the latest news with NPR’s Hourly News Summary Skill.


Voice assistants are changing how we search for information.

By 2020 it’s predicted that 50 percent of all searches will be voice activated, and that means marketers need to optimize their websites and make sure their digital content is voice-search friendly to take advantage of longer phrase, spoken queries.

By its very nature, the way we ask Alexa or Siri for something is different from how we might type the same question into the Google search bar. 

For a more detailed look at voice search, read our latest post on optimizing your SEO strategy for voice technology.   

Voice technology is rapidly evolving. The opportunities can seem endless, exciting and even a little daunting. Machine learning and artificial intelligence (AI) will continue to expand the ways voice technology can be used to improve the customer experience.

Fortunately, there’s no need to create your own AI: Amazon, Google and Apple already offer AI technology and natural language processing to power your own voice tech.

There is no better time to start the conversation about incorporating voice technology in your organization.  Read more about why you should invest in voice tech here.

Voice Technology
Jump back to top