Q: What are some of the ways that you would recommend companies approach getting started with voice?
A lot of times when we’re talking to a team, they’re saying, “We haven’t gotten social right. Are you kidding me, I have another channel to cover off on?” And I have total empathy for that. Or “We’re still trying to get our web content updated. Now you’re telling me it has to be audio and I need to rethink instead of keywords long tail search for Voice Search?”
What I would say is, it’s sort of a three-prong approach of a maturity model of going from an idea of optimizing the content. You have to be searchable, findable, discoverable, optimizing that content, using it in different ways. Then moving into the idea of creating. do I create a voice skill? Do I create a custom assistant? Do I create something that then is the embodiment of that Assistant and how that lives?
And then you go into integration. Where do I put it all? Does it all work together? But it should, I mean, voice is not a silo. Neither is our content. So, it’s understanding what your customers problems are? And if you don’t, that’s where to start. Taking that and then basically progressively crawl, walk, run and looking at that way. So admittedly, a lot of the work that we have been doing as of late, especially as a voice strategist, is looking at that discovery perspective. And how does that strategy unfold in a way that’s basically leading with user needs meeting those needs, but also then in the background, also supporting business objectives, because you have to have both for winning combination.
Now across this to ensure that you’re moving in the right direction you need to install a measurement framework. This will allow you to track the successful the success of the initiatives, and of the overall program.
Now to round out this framework you have standards, methodology skills, measurement. And finally, you need to overlay this with a governance model that’s going to work effectively in your culture.
Q: What are the three top lessons or risks that you’ve seen companies that have embarked on the voice journey?
There’s a couple that I’ve seen. The most important one is launch doesn’t mean done, especially in this world. Part of it is because we’re building our language models. We’re learning how people ask for things, but we’re also learning what they want to do. And so just as our users kind of go from why would I ever want to do that to how did I live without that, we have to be there for them and help guide that along. So, with that launch, it’s the iteration and the optimization. And there are a number of case studies out there where what was launched was what was a great first, you know, 1.0. And then from those learnings, the 2.0, and then seeing the conversions change, because we were able to iterate and see how people actually use it.