Users increasingly expect their customer experiences to have a voice component, whether on a smartphone, on websites, or on a full-fledged voice assistant. The relative ease of use of voice assistants like Google Home and Amazon Alexa is engendering a significant paradigm shift away from page- and screen-bound brand experiences toward those increasingly mediated by audio, sound and voice.
When Gerda Swinkels-Legierse took up her position at Dutch company Grodan in 2018, the company only measured customer complaints and did an NPS survey on an annual basis. Grodan,…