{"id":2630,"date":"2018-02-05T16:14:00","date_gmt":"2023-10-18T16:14:58","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=2630"},"modified":"2023-10-18T17:35:45","modified_gmt":"2023-10-18T17:35:45","slug":"voice-commands-teach-smb-customer-expectations","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/voice-commands-teach-smb-customer-expectations\/","title":{"rendered":"What Voice Commands Can Teach SMBs About Customer Expectations"},"content":{"rendered":"\n

<\/img><\/p>\n

Anyone who has gotten a new smartphone over the past few years may have experimented with one of the virtual assistants that allows you to simply ask for information out loud and get a response. Not having to type saves time and avoids wearing out your thumbs.<\/p>\n

More recently, many households have started investing in \u201csmart speakers\u201d that allow consumers to do everything from turning on the lights or adjusting the thermostat to looking up recipes and buying products and services online. At work, there are similar technologies to look up records or even book boardrooms. What\u2019s not to love about the convenience such tools offer?<\/p>\n

Small and medium-sized businesses (SMBs) may not be using these tools directly, but as voice becomes an interface for a variety of applications, it offers some object lessons in what makes for a great customer experience. Making it easier to get what they want is an obvious one, but it\u2019s just the tip of the iceberg.<\/p>\n

Take a moment and think of yourself as an ethnographer, studying the habits and behaviours of people using voice commands in the way you might try to learn what works and what doesn\u2019t in the more traditional channels that an SMB leans on to serve customers every day. Even if they\u2019re new to voice-activated technologies, what can we take as a given so far?<\/p>\n

They Don\u2019t Want To Shout<\/h3>\n

\u201cI\u2019m sorry, I didn\u2019t catch that,\u201d is the response some virtual assistants give users, even when they\u2019re holding their smartphones a few inches from their face. It can be a source of frustration when you have to ask or make a command more than once, or slow down and enunciate in a way that feels artificial.<\/p>\n

The same applies to customer service operations in an SMB. When they have questions or problems, customers want to be able to connect right away — and to the best source of expertise. Service Cloud<\/a> accomplishes this through intelligent routing, along with the ability to connect via email, social media and other channels in addition to phone calls.<\/p>\n

They Want The Right Answers . . .<\/h3>\n

Because smart speakers and virtual assistants are connected to the Internet, consumers naturally believe that they should be able to find what they\u2019re looking for by scouring the web. When computers get the details wrong, they\u2019re likely to give up and start going back to hunting and pecking on their phones or laptops on a search engine themselves.<\/p>\n

Whether it\u2019s a customer support agent or a sales rep, SMBs need to make sure their team is providing accurate, up to date information no matter what customers and prospects are looking for. That\u2019s the beauty of tools like Service Cloud and CRM such as Sales Cloud<\/a>, which allow everyone in the organization to continually contribute to the knowledge base. That way, team members can easily access order histories, past interactions and key purchasing processes, among other things.<\/p>\n

. . . And They Want Them Quick<\/h3>\n

How long is anyone willing to wait for a virtual assistant, smart speaker or other voice-activated technology to respond? A minute? Less than 10 seconds? Even though this is a relatively new user interface, it\u2019s surprising how fast we expect the tools to perform.<\/p>\n

Now think of your customers. What happens when you tell them you\u2019ll have to go back and look through a set of spreadsheets that have been buried in a desktop folder somewhere? Do you even want to admit you recorded sales or service information on a sticky note that got placed on someone\u2019s monitor? CRM and similar applications are the best way for SMBs to respond to their customers at the pace they demand.<\/p>\n

They Want To Steer The Conversation<\/h3>\n

Can you imagine if a virtual assistant on your smartphone or a smart speaker in your home started nagging you to look up things or buy things? \u201cHey, want a pizza? How about now?\u201d Just think of how quickly many people would shut their devices off rather than be hounded.<\/p>\n

SMBs need to be equally considerate in how they make offers and pursue other forms of communication with their customers. Marketing automation like Marketing Cloud<\/a> can helps by tracking what kind of content customers and prospects like. They also nurture them with follow up materials that are based on real interest rather than a shot in the dark, and use a wide range of channels to communicate. When customers are ready to talk more directly with the sales team, a strong marketing team is then ready to facilitate an introduction by passing on the leads.<\/p>\n

They Want To Be Recognized<\/h3>\n

Voice technologies may be gaining traction because they come closer to the more natural dialogue human beings have with one another. It may also be because the technology tends to remember and even anticipate what users will want.<\/p>\n

SMBs may not be able to read minds, but using artificial intelligence tools such as Einstein<\/a>, they\u2019ll be able to look at patterns and trends among their customers to stay one step ahead of what they are likely to want or ask for in the future.<\/p>\n

If you really think about it, voice is the oldest \u201ctechnology\u201d there is from a communications perspective. It\u2019s how great relationships are formed, are nurtured and sustained over time. Voice-activated assistants and smart speakers may soon become almost as successful in managing those relationships, but it\u2019s always a good idea for SMBs to remember how customers want to be treated.<\/p>\n

It doesn\u2019t matter if they\u2019re standing in front of you, talking on the phone or through some other channel. With a combination of respect, expertise and quick action, SMBs have the ability to establish and evolve some of the best customer relationships imaginable.<\/p>\n<\/p>\n

<\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"

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