How to Uncover Great Use Cases for Voice, by Erin Abler
There’s an overwhelm that comes with all the possible technologies. That can feel safe, but it can fragment your ecosystem. When new technologies come out, we’re all susceptible to Gartner’s Hype Cycle.
Start by considering what metrics you care about. If someone purchases something, great! But does it connect to what you did? Not sure.
Metrics Gaining Traction
You may get asked to do something with Voice that is actually better measured through chat.
|Lead gen||Brand engagement|
|Increased conversion||Cross-channel drivers|
|Lower operational cost||Customer loyalty|
|Data optimization||Data optimization|
Chat gets a lot of data in terms of clicks, views, and links. For Voice you can identify what people are asking for.
There’s more than this, but it’s a starting point. Circle back to this later to make sure you’re still aligned with your end goals (what you’re measuring).
Four Steps to Voice Use Cases
- Start with what you know: what initiatives are going on? You’re not operating in a vacuum. There ARE constraints, and you must embrace them. Use logistical considerations to gauge how high the priority is.
- Evaluate the priority
- Define the scope
- Consider the cost
- Find a meaningful opportunity: what is the goal? You may be trying to do multiple things. This is a strategic decision (not a tactical one). There are ways to frame information that benefits people. You need to locate, and pursue the value for consumers.`e.g. are you trying to:
- Generate awareness
- Create engagement
- Facilitate transactions
- Enable distribution
- Share information – this may be answering questions that other brands could but you want associated with you
- Service customers
- Integrate into product
- Improve operations
- Define scope: How far across this user journey will you go to accomplish the goal? What is the context? Where do you send them from here?
- When new ideas come up, keep the user as the focus: if we build it, will it seem broken? If we remove it, will they miss it?
- Plan for the future: check back in with the metrics. Continue looking for methods of future engagement, and what you can do once you achieve the current metrics. What can you do to build on your initial success? In short, improve and adapt.
Let your business goals and user needs guide your use cases.