In today’s digital-first society where over 80% of the population are smartphone users, businesses and consumers alike are used to providing and having access to digital services at their fingertips. And in Singapore, an overwhelming majority of the population (92%) is now online, having embraced digital as a lifelong pursuit.
This means that the bar has been raised — Singaporeans have cultivated a preference for customer service that is mobile-first, personalised, and accessible at all times of the day. Brands and service providers have to cater to these increased expectations by embracing technology to keep up with this new kind of “always-connected” customers and deliver an unmatched customer experience (CX).
In fact, a new AI Rudder study called Creating the Customer Experience of Tomorrow with Voice AI found that enterprises in Asia Pacific (Apac) are under pressure to improve CX. Nearly 50% have identified improving CX as a top business priority. The study also found that one-third (33%) of organisations are obsessed with winning and retaining customers, which is highly dependent on them being able to provide and deliver a good CX to their consumers.
The digital tipping point
Digital transformation in CX has reached a tipping point and with Singaporeans having a propensity for digital consumption, therein lies the opportunity for companies to embrace new technologies to thrive in an increasingly digital-first landscape.
This is where voice AI can come in. In many countries around the world, interactive and human-like voice AI is already revolutionising the way customers engage with businesses by phone. There exists tremendous potential in the region for AI-powered call centres to become the new standard for high-quality customer service that spans across platforms and channels.
See also: AI agents will serve you now
Elevating customer experience for the better
Across Apac, the Covid-19 pandemic has led more customers to engage with digital services than ever before. In Singapore, 95% of government transactions can be completed digitally from end to end. Singaporeans have become accustomed to accessing a variety of digital government services, such as registering newborns, getting a business licence, or booking a Covid-19 vaccination appointment.
This is similar across countries in the world. The pandemic has created a large population of digital-savvy, self-sufficient individuals that are able to confidently engage with brands using QR codes, and are more willing to fix problems themselves using chatbots or apps. This shift in behaviour has laid a strong foundation for voice AI in the years to come.
See also: Safeguarding trust in the digital age: A blueprint for financial institutions
For businesses seeking to manage challenging global economic pressures and navigate workforce shortages, voice AI offers a compelling solution.
Today’s voice AI technology is now able to create conversations almost indistinguishable from humans. Like a call centre operator, AI voices can understand customer sentiment on the phone, and respond to unique enquiries in real-time. Unlike a call centre operator, however, voice AI can dial thousands of customers simultaneously and report live analytics back to these businesses. This gives voice AI cost-effectiveness and scalability benefits.
Creating more equitable access for minority communities
English might be the most dominant language in the world, but in actuality, only an estimated 20% of the world’s population speaks the language. And in regions like Asean, known as a melting pot of diverse cultures and communities, the number of languages and dialects spoken is plentiful. Just in Singapore alone, more than 18 dialects and languages are being spoken and often used interchangeably.
With that many spoken languages, it’s impractical for businesses to hire human agents to serve customers in their native language. And it’s extremely difficult for customers, who are then forced to engage with these businesses in a vernacular that is unfamiliar.
Voice AI can bridge this gap, providing a cost-effective and scalable means to engage with customers in their language and vernacular of choice. Not only does this create more equitable access for minority communities to businesses, but it also increases customer satisfaction and confidence in these businesses — killing two birds with one stone.
The opportunity to win consumer trust with authenticity
To stay ahead of the latest tech trends, click here for DigitalEdge Section
While it can be seen that voice AI offers a huge opportunity for businesses in the region, one significant hurdle remains. Voice AI must overcome the associations it has with scams and fraudulent calls.
With the majority of businesses and essential services operating online, digital fraud has become more commonplace, and voice scams have also increased in frequency. This is no secret. Almost every individual has received a phone call from an unknown number, only to hear a robotic voice and realise that it’s a scam, leaving customers wary of any form of inauthentic communication by phone.
To reach consumers, voice AI providers must invest considerably in delivering a customer service experience that is authentic and human-like. By delivering AI voices that are localised and providing natural and seamless conversations for customers who often aren’t aware they’re speaking with AI assistants, there exists an opportunity for businesses to utilise voice AI to regain customer trust.
Voice AI has the potential to revolutionise customer service, but above all, it must place authenticity at the heart of the customer experience.
Kun Wu is the co-founder and managing director of AI Rudder
