Attribution and Conversion of Voice Assistant Customer Engagement
With voice assistants, brand managers attempt to measure attribution ratios for conversion rates. But it’s not always a one-to-one relationship between the owner of a smart device (or the registered user on the app) and the user at any given moment. And, there's work involved for the consumer. What if they don't do the setup work?
Up-front work to use a brand’s voice-first experience
Most voice apps today require some level of setup by the consumer. They may, or may not, choose to:
train the voice assistant(s) to recognize their voice
give the brand permission to their data
link their existing account with the brand’s service to their voice assistant(s)
Note: not all voice-first user experiences require consumers to enable access to user data. Skip the end of this post. Or, keep reading for details.
The need to give permissions or link accounts varies with the level of personalization required for a satisfying voice-first user experience.
Yes, this is the trade-off between privacy and convenience. Recent computing history shows that convenience wins if the consumer values the product or service. Anyone with a smart phone (over 3 billion people in 2019) or anyone who has used the internet (over 4 billion people in 2019) has given up some level of privacy for convenience.
1. Train voice assistants to recognize your voice
Training your voice assistants enables them to distinguish people, most of the time. Even humans confuse people’s voices. Remember when a family shared one telephone line? It was easy to mix up siblings or adult children with their parents.
If a household's members all decide to set up their voice profiles on shared devices, such as smart speakers, then attribution to a brand’s voice-first experience is easier.
With voice purchasing, users may set up a code to verify their identity to prevent unauthorized purchases on their account.
2. Setting up voice assistants to give permissions
Voice assistants vary in how much personal and location data they share with brands. From an attribution perspective, it’s important to remember that the personal information can be limited to the person who registered (or set up) the device. While this may be okay for a mobile phone because it is rarely shared, a smart speaker may have multiple users in a household – some of whom may not have trained the device to recognize their voice.
If you are trying access data not only on users, but their location at time of interaction with your voice-first experience, consider that the smart speaker may not be in the same physical location as the registered owner. Currently, with smart speakers, only the registered physical address is known. With mobile phones, current physical locations are possible to learn. But, users may turn off location permission.
3. Setting up voice assistants to link accounts
The ultimate in attribution measurement for voice-first technology is linking your brand’s accounts – mobile apps, subscriptions, order history/CRM – to voice assistants. For users to access to some brands’ voice user experience (VUX), they must link their account. This task is either a small inconvenience with which users will gladly comply, or a hassle that turns them away. It’s all in the design and the perceived value.
But what if consumers don’t do all this set up work?
Let’s assume brands do a great job of opti-channel promotion of their voice user experiences (VUX). Now they have consumers invoking their brand name on various voice assistants – and expecting a quick and easy way to interact successfully.
The SoniBridge platform makes it easy for consumers to interact with a brand’s VUX. They reach customers while their product or service is top-of-mind. No keyboard required. And, depending upon the design of the interactive experience, no voice training, permissions or account linking are required.
With a SoniBridge voice app, consumers invoke the brand, product or service. Near the end of the multi-modal, voice-first experience, consumers have the option to continue the conversation by providing their mobile phone number to receive an incentive offer, link to a web site to complete a purchase or to get additional information.
Companies who integrate the SoniBridge platform with their customer relationship management (CRM) system, have higher attribution rates when mapping the mobile number to their exisitng data. Also, CRM integration enables a more personalized experience as companies can send customer-specific incentive offers within the voice-first experience. Instant fulfillment. Instant gratification.
Brands on the SoniBridge platform from Whetstone Technologies can attribute voice interactions to conversion rates across multiple voice assistants. This enables companies to be where their customers are and be with them in their moment. Most importantly, it justifies the investment in voice assistant technology.