A recent market study by Cognizant reveals that the COVID-19 pandemic has shifted voice strategies into high gear and that this could be the ‘technology moment’ for voice.
To learn more about how organisations are preparing for a brand landscape dominated by voice, Cognizant’s Center for the Future of Work surveyed 1,400 top marketing and IT executives at leading companies across 10 countries in Asia Pacific and the Middle East, including India. The objective of the study was to gain insights into the changes companies are making to take advantage of voice technologies, investments they are making, and the challenges to overcome. With headcounts ranging from 2,500 to 15,000 employees, the respondents represented 10 industry sectors: financial services, healthcare, insurance, travel & hospitality, telecom, media & entertainment, transportation & logistics, energy & utilities, manufacturing and retail.
Key findings among Indian enterprises:
Interesting trends from APAC and the Middle East:
“Future generations, without a doubt, will look back on the virus as an important phase in human history, when voice technology witnessed a staggering rise, thereby triggering a lifetime change. Voice interfaces will expand beyond smart speakers and be embedded in chatbots, applications, products and services. Whether digital or brick-and-mortar, businesses will have to pivot to voice to be heard by their customers in the present and future. Just like companies needed an internet strategy in the ’90s, a search strategy in 2000 and a mobile strategy in 2010, they now need a Voice strategy,” said Manish Bahl, Associate Vice President, Center for the Future of Work, Asia Pacific and the Middle East, Cognizant.