Posted June 21, 2017 by Mike Cogburn
Our everyday digital experience now includes getting scores and summaries of sporting events from virtual personal assistants, ordering pizza through chat bots, and making purchases with our voice.
Marketers: enabling your customers to have conversations with robots is a significant piece of the user experience that you can provide.
“Siri, what was the score of the Celtics game last night?”
Asking this question earlier this year changed how I think about content and user experience. And I’m not alone.
More than 5% of advisors say that they won’t use a website if they can’t use voice search to find what they need; this number is higher for DST’s “Technophile” advisor segment. Although this statistic doesn’t differentiate between customers “voice searching” while already on a website and searching for general content (through Siri or Alexa), the signal is notable. Over the past year, we have seen search engines become the most popular source of traffic for asset manager websites. We are confident that the rise in popularity of voice search is a likely contributor to this change.
In speaking to asset manager execs about this, most (if not all) haven’t given much thought to the virtual content customers receive when asking Alexa, for instance, common questions around product performance or market commentary – the most popular questions that traditional content formats set out to answer.
But it’s important for firms to think about advisors' expectations and experiences today. Three quarters of advisors we surveyed say that the digital experiences provided by asset managers affect influence their perceptions of the firm’s overall capabilities. Moreover, 1 in 4 say that a personalized digital experience that makes it easier to do business with the firm is not just important - it is a deciding factor when comparing products from similar providers. Does it get any more personalized than answering a specific question in real-time?
Websites started out as content repositories in the form of lists of links (and the occasional banner carousel). As traffic increased, more attention was paid to design, IA, and user experience. Then the importance of content marketing and dissemination grew, as companies focused on being where their customers are when they are researching and surfing elsewhere.
Now we’re back to thinking about the website as a content repository of a different kind: one where voice has to be in the conversation (pun intended) and where site design and navigation could wind up being less important – and not even seen by the naked eye.
What tactical steps can you start taking to bring this experience to your customers today? We recently published our thoughts and recommendations to help Digital Strategy Insights subscribers approach it – with article such as Preparing for Voice-Based Search and Exploring Voice-Activated Devices as a New Channel for Doing Business.
categories: digital advice, advisor engagement/client engagement, digital marketing, robo advisors/robo-advisors
The views expressed in this publication are solely those of the author and do not necessarily reflect the position or policy of DST Systems, Inc. or its affiliates, subsidiaries, joint ventures, officers, directors, or management.
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