Speech provides many advantages over other interaction methods, including touchtone, e-mail and the Web.Q What methodology did you employ to conduct this research?
A In March 2003, Harris Interactive completed a total of 326 interviews with a sample that reflects the general population of the U.S. Participants were screened to include individuals who have completed a transaction via a speech recognition program within the past three months. This screening also allowed calculation of the incidence of exposure to speech systems. Figures for age, sex, race, income, education and region were weighted where necessary to bring them into line with their actual proportions in the population.
Q Compare speech solutions vs. other forms of customer service automation such as Web based, touch-tone and live agent support.
A Respondents agreed overwhelmingly that speech systems deliver advantages over other forms of customer interaction. Those advantages were most striking when comparing speech to keypad entry systems or touchtone. Users described speech systems as easier to access and use, faster, and more efficient than keypad entry systems. Furthermore, nine out of every 10 consumers said they derive greater value from using a speech system, versus a traditional keypad system, and 70 percent said their overall experience would be improved if speech technology were used instead of touch-tone menus. Speech systems also compared favorably with other customer contact methods, including "live" support and online access. Again, consumers recognized that speech systems are faster, easier and more accessible than a live agent. In fact, 2/3 of those surveyed said that speech provided accurate information and eliminated time spent waiting for live agents. They also reported that speech provides greater speed and accessibility over Web/online access.
Q Compare speech solutions vs. other forms of automated customer service such as ATMs, ticket kiosks and other forms of commonly accepted forms of increased customer service automation.
A The Harris Interactive-Nuance survey focused primarily on consumers' phone-based interactions with speech systems rather than less common automated channels (ATMs, ticket kiosks). What implications does this research have for companies who are implementing speech solutions? Harris' Speech Satisfaction Study provides strong affirmation of consumers' attitudes toward speech technology - that speech is not only accepted, but is recognized for being an easy-to-use, efficient channel for accessing needed information, 24/7. Presently, a sizeable portion of the U.S. population, representing a broad demographic, encounters speech systems on a regular basis. Familiarity with the technology will ease the customer acceptance of new systems. Creating a positive user experience is critical to achieving the potential benefits for speech solutions. When speech users are comfortable, confident and highly satisfied with their speech experiences, they report a willingness to use speech systems again in the future. Accordingly, companies deploying speech are reaping substantial benefits. A consistent and friendly speech interface results in more satisfied customers and a more stable customer base. Moreover, the success and acceptance of speech systems increases automation rates, effectively reducing call volumes and the associated costs of handling customer calls.
Q What do customers think of organizations that employ speech solutions to improve customer care?
A Positive consumer experiences with speech systems translate into positive consumer perceptions toward the companies that employ them. Respondents consistently chose decidedly upbeat words to describe companies using speech. "Progressive," "contemporary," and "innovative" were just a few of those chosen by consumers surveyed by Harris Interactive.
Q Should organizations provide an easy way for customers to speak to live agents if they wish to do so and not have to interact with the automated solution? What do customers think of organizations who do not provide this option?
A The Harris Interactive-Nuance survey did not specifically ask about consumer views toward companies that do not provide easy access to a live agent. However, Nuance works closely with customers implementing speech during the dialog design, grammar development and persona creation processes. One crucial part of the development of an outstanding user experience is incorporating a means for recognizing when a user is either not accessing what he/she needs quickly or when he/she may need help, and then making it easy for the caller to reach a live agent. The objective is to make the caller feel in control - and that help is never more than a voice command away.
Q Were there any surprise findings to this research? What were those surprises?
A The results clearly demonstrated the extent to which speech has already become integrated into consumers' day-to-day interactions. The incidence level measured - 41 percent of the U.S. population indicated they have used a speech recognition system within the past three months - was higher than anticipated. The study also revealed the extent to which consumers value the benefits of speech, which indicated a rapid adoption and acceptance curve.
Q Why did you employ Harris Interactive to conduct this research? How is it different from the other research that has been recently completed such as Gartner's research conducted earlier this year and Speech Technology Magazine's research conducted last year?
A Harris Interactive has more than 40 years experience conducting consumer and business-to-business research. They are the industry leader in Internet-based research and the multi-million members HarrisPollOnline (HPOL) is the world's largest online panel devoted exclusively to market research. They conduct a full range of public opinion, business-to-consumer and business-to-business studies as well as conducting continual "research on research" to ensure that their online surveys are attractive, user-friendly, and easy for respondents to complete fully and accurately. Since this survey drew responses from among the total population, and not merely from among users of specific speech systems, it presents a broad and more objective picture of consumers' experiences with voice-driven systems. It is the first comprehensive view of consumer exposure to and opinion of speech recognition solutions.