Nuance: Voice Recognition Revolutionizing Customer Contact

Share this content:
Nuance Communications, Menlo Park, CA, wants to dominate one of the hottest marketing technologies since the browser: telephone-based, natural-language voice-recognition systems with personalized user-authentication security.


To help get the word out, Nuance last month launched a marketing effort comprised of direct mail, e-mail, print advertising and event promotion.


Nuance's first major deployment of voice-recognition technology was in June 1996 with Charles Schwab & Co. Inc., New York. "From there we've gone on to provide systems for hundreds of customers," said John Shea, director of product marketing at Nuance.


British Telecom, London, uses Nuance's solutions to maintain customer service standards. "The human voice is the most natural way of communicating with an organization," said Dave Prince, solution development manager for British Telecom's Syncordia Voice Solutions. "We are using Nuance's natural language speech recognition software to provide automated services around a high level of customer service and cost effectiveness."


In an age focused on value and service, some analysts believe customers will welcome sophisticated messaging and order-taking services using voice-recognition solutions. One significant advance on the horizon, Shea said, is the adoption of systems that allow customers to browse the Web as well as traditional networks via their phone lines through voice commands.


But not all industry watchers are as enthusiastic.


David Cooperstein, a technology analyst with Forrester Research, Cambridge, MA, doubts that browsing the Web through spoken commands will be easy to sell consumers. "I don't think it adds to the convenience to have both," he said. "And it makes people feel strange talking to a computer."


He added that while more companies are adopting voice-recognition technology, they are being cautious with implementation protocols, particularly when passwords are involved.


"Authentication presents a challenge; it leaves consumers feeling like the companies [with the technology] know too much about you," he said.


A better approach, according to Cooperstein, is to use passwords in conjunction with voice-authentication technology. Major airlines, brokerage houses and online merchandisers use variations of this method.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above