Kelly Fitzsimmons – Why Voice Matters #ecomm

June 28, 2011

in Knowledge Innovation, Networks, Knowledge and Social Media, Storytelling

The keynote presentation to kick of the second day of eComm. Relevant Voice Platforms  –  Kelly Fitzsimmons, HarQen. Words generally paraphrased below. Presentation was much better than my notes! Clearly need her product!

“Text provides the IQ but misses the EQ”

Voice is really important. How many of you are on top of your communications? Are you in conference call hell? We have a situation with the network. The network is no longer trusted. A lot of send, and not a lot of acknowledgement. We insert more and more emoticons into our text.  And we are broadcasting more and more. Desperate for acknowledgement. Today, Unified Communications is really a euphemism for a DDOS attack. We are communicating more than we ever have and understanding less and less as the acknowledment isn’t there.

Today communications start out with a text… finally you end up on the phone. We talk when conversations get complex or confused. Yet today, our most efficient mode of communication fails us again and again. Voice is a connection device that has a richness to it that you can never replicated in text.

We expect our voice conversations to be memorized. By contrast we do lots with text…. but none of the richness. Voice as a modality has that emotional quotient embedded into it. What happens when we lose voice? Example… end of call we keep our notes and lose our memories of the call. Every day we ask people to memorize conversations and there is no way to go back to them. Had thirty thousand years to think about the iconography of text — the future demands that we get more efficient communications.

Example Call center. Today great job on collecting the data. Can even go into live calls and look at the analytics. Example Script X is failing. So we can see the percentage failing,  That tells you the what but not the why. So as soon as you can go in and check what people are saying you can soon find out that certain agents are off script. Should you through it out or not. What is the problem? Etc.

Why are their barriers to voice being adopted like text? The technology to make relevant voice platforms available exists. We can organize data in a way that you can easily find the data again. IT is not an AI problem rather a behavioral problem. What conversations could be if they were navigatable if they were prioritized and easily accessible?

Where are the economics and incentives in this? You need them both micro and macro.  Conference call hell references! Plenty of pain – we all want it different. We play angry birds and think bad thoughts. What is the incentive for change/ Macro. Telecom! It will emerge in a very different form. All the OTT players may well change the game. For the OTT’s it is just another data time. Voice is the Golden Goose for telecom. Minutes aren’t down although revenue ARPU is. Nothing is making up the difference. What will people pay for?

Voice is programmable media. (Definitely, not enough thought generally about this.) You can have programmable experiences even on a dumb phone. A voice platform can bring them as an audience back in. This also has to be multi-lingual. It is the future of commerce and the infrastructure is already there… (talking about wireline right now as it is stable, delivers voice and this can lead to a whole new way to communicate.

It’s not a new thought. The voice interface and gui dreams go way back to 1987 and examples like Apples Knowledge Navigator. See the video. You will see the use of voice related search and commands. It was a dream over twenty years ago.

It’s not simply Harqen we are one of many in this space that are going to be part of seeing it happen. I will leave you with the idea that VOICE REALLY MATTERS.

Lee is asking questions about how she will split the voice up. You can create and track and understand natural start and stop points. Example re job interview. Just the process of shifting the medium changes the reaction and how people react to it.

How do you reference the specific part of a call. Today what we are relying on is people We are getting used to SMS, texting and chat during meetings. That part that exists outside will no longer be siloed but notes become nested and then underneath…. you are editing the audio based on the behavior. See the Symposia launch later today.

Comment – Great presentation (best at eComm so far), nice introduction to thinking about voice and making voice more efficient and powerful as part of the communications vehicles we use. Will we continue to be more and more text dominated or can we harness voice to become a more powerful element in progressing and moving forward. Kelly says – Voice Matters! Yes it really does.

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