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Innovating IVR: The Role of Persona and Voice Actor in Enhanced User Experience

This insightful discussion by Samrat Baul delves into the transformative impact of persona development and voice actor selection in IVR applications. The presentation outlines a structured approach, including key steps for defining personas, identifying linguistic attributes, and objectively comparing voice actors. Learn how to avoid common pitfalls and effectively evaluate multiple participant response groups to empower informed decision-making. Discover actionable insights and best practices to improve customer interactions through a well-conceived voice experience strategy.

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Innovating IVR: The Role of Persona and Voice Actor in Enhanced User Experience

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Presentation Transcript

  1. Creating ‘The Voice’ Samrat Baul Sr. Manager Application Design & Speech Analytics Voxify August 8, 2011

  2. The Discussion • Motivation • Persona and Voice Actor - a game-changer in IVR Applications • The art and science of persona development • Where do we go wrong? • How do we objectively compare voice actors? • How to evaluate multiple participant response groups? • How you can use the model? • An example

  3. The Discussion • Motivation • Persona and Voice Actor - a game-changer in IVR Applications • The art and science of persona development • Where do we go wrong? • How do we objectively compare voice actors? • How to evaluate multiple participant response groups? • How you can use the model? • An example

  4. The Art & Science • Linguistic Attributes • Persona Characteristics • Choosing The Voice Actor

  5. The Discussion • Motivation • Persona and Voice Actor - a game-changer in IVR Applications • The art and science of persona development • Where do we go wrong? • How do we objectively compare voice actors? • How to evaluate multiple participant response groups? • How you can use the model? • An example

  6. Where do we go wrong? • Where we don’t create a process • Don’t forget the Company’s Customer Service mission statement • Identify the largest demographic group of that application • ‘Start with attributes not actors • Avoid asking subjective questions • Recruit stakeholders

  7. The Discussion • Motivation • Persona and Voice Actor - a game-changer in IVR Applications • The art and science of persona development • Where do we go wrong? • How do we objectively arrive at a decision? • How to evaluate multiple participant response groups? • How you can use the model? • An example

  8. How do we objectively arrive at a decision? • Using a process The Voice of the IVR

  9. How do we objectively arrive at a decision? (cont.) Step 1: Defining Persona • 3 Types of Attribute): • Brand Attributes • Voice Quality • Personality • Select 5-7 Attributes based on these • These define the persona • Used as criteria for evaluating each voice actor • Examples

  10. How do we objectively arrive at a decision? (cont.) Step 2: Identify Linguistic Attributes • Collaborate to define language style, including • Degree of Formality • Verbosity • Choice of words & phrases – contractions, jargon • Create recording script for evaluating prospective voice actors • Discuss and approve scripts as baseline for future app prompts

  11. How do we objectively arrive at a decision? (cont.) Step 3: Identifying Actors • Recruit 4-6 (typically) voice actors • They should embody the attributes identified in Step 1 • Versatile enough to accommodate variations • In sync with the choice of linguistic attributes

  12. How do we objectively arrive at a decision? (cont.) Step 4: Coaching voice actors and recording of the script • Record with each voice actor in the same manner • Emphasis on bringing out the identified attributes

  13. How do we objectively arrive at a decision? (cont.) Step 5: The Survey • Provide a web-based survey to quantifiably evaluate each voice actor based on: • voice quality • persona, and • brand attributes • Provide with guidelines to define the set of stakeholders who should be involved as participants in the evaluation survey • Participants will • place a single call • listen to different voice actors, and • score each voice actor according to the pre-defined attributes

  14. How do we objectively arrive at a decision? (cont.) Step 6: Selecting The Voice Actor • Provide a report of all survey responses • Survey responses will empower the client to make an informed decision • Sample Analysis

  15. The Discussion • Motivation • Persona and Voice Actor - a game-changer in IVR Applications • The art and science of persona development • Where do we go wrong? • How do we objectively arrive at a decision? • How to evaluate multiple participant response groups? • How you can use the model? • An example

  16. How to evaluate multiple participant response groups? • One of the most precarious steps • Assign weights to each group based on importance to decision-making • Marketing • Call Center Managers • Executives • Customer Service Representatives • Callers • Outsiders

  17. The Discussion • Motivation • Persona and Voice Actor - a game-changer in IVR Applications • The art and science of persona development • Where do we go wrong? • How do we objectively compare voice actors? • How to evaluate multiple participant response groups? • How you can use the model? • An example

  18. How you can use the model • Make this a process milestone when engaging • Get into this process early • It takes time • It’s complicated • Number of parties • Traditional subjective approach • Opinion • Can make a drastic impact on success or failure of the deployment • Don’t miss steps

  19. The Discussion • Motivation • Persona and Voice Actor - a game-changer in IVR Applications • The art and science of persona development • Where do we go wrong? • How do we objectively compare voice actors? • How to evaluate multiple participant response groups? • How you can use the model? • An example

  20. Thanks! Samrat Baul Sr. Manager, Application Design & Speech Analytics sbaul@voxify.com

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