The Power of Voice vs. New Media

Posted on December 23, 2010 in Customized Conversations

Web 2.0 has introduced many new ways to service and connect with customers, especially for businesses who have never marketed directly.  Click to Chat, Twitter, Facebook, and email, among others, have emerged as channels that provide cost effective two-way dialoging that is efficient and responsive to a customer’s questions.  They also provide faces and names to customers who were initially spoken to broadly only as segments.  As these channels start to become more mainstream service options, we have to ask how the role of phone/ voice-to-voice servicing has evolved?  Where do we think telephone servicing will progress?  And are these new media channels as powerful as voice in building loyalty and delivering memorable customer experiences?

This blog posting isn’t going to offer an answer to all those questions, although this blog will certainly address aspects of them on an ongoing basis.  What we will say is that it’s a well debated topic that social networking is just that…. Networking.  Not relating.  Keypads reduce communications to words on a page.  And as much as emoticons and clever punctuation tricks attempt to build rapport and connection, nothing can replicate the ability of a voice to communicate so much more than words.  Voice brings humanity to an experience.  Voices have tone, pace, volume, pitch, inflection, and rhythm…. Voices communicate happiness, anger, empathy, confidence, warmth, sarcasm, and affection.  And voices make sounds that communicate understanding, confusion, support, and humor. All of these characteristics dramatically influence your ability to instill trust and loyalty, and to build a lasting, authentic relationship with your customers.  The human voice can make a profound impact on advocacy and evangelism.

Channel mixing in itself has become more complex, so because of the unique quality of phone servicing, voice to voice certainly must maintain its proper position in framing a customer experience.  Processes that are well systemitized or easy service experiences that require an immediate, one to one service response can do well on keyboard driven channels.  But risk adverse, confused, high touch customers with more complex service needs or problems want a voice.  ANd it is in the voice that many customers experience their moments of truth with your brands.

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Alexia on 04/19/12 at 01:41am

This blog addressed aspects of ongoing basis seems to me awesome and instructive as well. I enjoyed reading this directory and learned a lot about "The power of voice vs. new media". Thanks

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