Maximizing Your Business Potential with the Right Voice Assistant

Maximizing Your Business Potential with the Right Voice Assistant

VOICE LISTINGS          September 2020              SHARE

There is an unrecognized war in the digital technology industry. Experts and regular users constantly debate over which voice search assistant is the best. Is it Google Assistant? Amazon’s Alexa? Apple’s Siri? Or even Samsung’s Bixby? Most importantly, what’s the difference between them? 

The short answer to that question is yes, but there are nuances that business owners must consider first. When choosing which voice assistant to use, from Alexa to Google to Siri to Bixby, you must first have a basic understanding of how the voice search interface works, its inherent challenges, and the potential growth it presents.  

The Challenge of Context  

The goal of voice search is convenience. The AI-driven search interface is built on the concept that users can have a conversational interaction with a machine. However, this is not as easy as it sounds. Machines typically operate in a linear fashion; that is, they follow specific rules. Think of a one lane highway: cars can only go in one direction to reach their destination. They cannot switch lanes, take a U-Turn, or go in any other direction than their targeted path. In the same way, machines follow precise instructions.  

This becomes a challenge when holding a conversation because voice assistants have difficulties understanding context. Questions such as “Where is closest Italian restaurant in my area?” would generate relevant search results but follow up questions of “Do they have calzones on their menu?” may trigger an error function.  

Google is the most advanced in understanding context. By far, Google can provide the best user experience in terms of having a natural conversation. In contrast, Alexa or Bixby may have difficulties understanding questions that require context.  

Impressive Potential 

The limitations of voice search technology are only bound by human innovation. The technology has improved over time leading to more accurate results in several voice search platforms. Voice search can help your business maintain its relevance, attract new customers, and generate more traffic for your website.  

Remember that voice search especially shines when given direct questions. Questions such as “What are the highest-rated restaurants in Boca Raton?” or “What are the best malls in my area?” will pull up a substantial list of businesses—and this is where you as a business owner can maximize your growth strategy.  

A PwC study shows that more and more people use voice assistants for their searches, regardless of whether it’s Google, Bixby, Alexa, or Siri. These numbers are only expected to grow as technology improves and more people perform their searches through voice assistants.  

However, this brings back the original question: is there a better voice assistant to use? Not necessarily, some are used more than others but for business owners it’s best to be on all of them. Also, voice assistants slightly differ in user experience but the search interface as a whole is extremely useful for businesses who want to remain relevant.  

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