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The 5 Key Brand Considerations for Amazon Alexa Apps

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With the recent introduction of six new members of the Amazon Alexa family, Apple's HomePod slated for release in December, and reports that Google is working on a high-end version of the Google Home, it's clear that the voice revolution has arrived.
So what does this mean for businesses that may be thinking about getting on board with a voice-enabled skill of their own?
Let's take a look at an early adopter. 
 
In 2016 Capital One became the first company to allow consumers to check their fiances via Amazon Alexa, the current leader in voice tech.  Capital One had the initial goal of designing a secure, low-risk and intuitive experience that worked via voice cue.  Customers who have enabled the skill on their Alexa device and have set up a personal passkey can inquire about and pay off balances or perform other basic  queries, such as "How much did I spend at Starbucks last month?"  
 
With a relatively high customer satisfaction rating for an Alexa skill, Capital One's foray into this market truly sets them apart as forward-thinking company and their customers are taking note. One Alexa skill review states:
 
 "Love capital one! They invest more in tech than any other cc company. Tells me stuff about my quick silver card. Thanks guys!  Keep adding more commands!"  
 
Another says: 
 
 "This is amazing! I'm sure the functionality will continue to expand, but blown away that I can check my balance and pay a bill without having to use an app."
 
Not all of Capital One's reviews are positive, however, and that's OK, because they've positioned themselves to fail fast by responding and adapting quickly.  Much like the smartphone revolution, early Alexa app developers will benefit from a grace period as consumers ease into the exploration of new voice-enabled experiences. 
As companies begin to think about how their products and services can translate into voice experiences there are five key brand considerations to keep in mind.  

5 Key Brand Considerations for Amazon Alexa Apps / Skills

 

  1. Think big, start small.  Create a specific scenario for your Alexa skill and evolve it over time. 
  2. Voice-enabled skills work when they are focused and offer a quick response.
  3. Utilize your existing data (website analytics, for example) and look for patterns.  Perhaps you've found that 75% of your website or mobile app visitors perform a certain function at every visit.  Are any of these high utility tasks that can be performed more simply through voice interaction?
  4. Your marketing playbook still applies.  What is the voice of your brand?  Will your responses be serious, witty or even a little silly?
  5. The proof is still in the reporting.  Review your Alexa skill analytics to track usage stats such as number of customers and peak usage time.  Check for pain points by reviewing the number of successful voice commands relative to the total number of commands expressed.  
Although voice technology is a new frontier, companies considering adopting this technology can benefit from the patterns that have emerged from those first to market and by ensuring they're positioned to actively monitor and respond to consumer feedback.  
Thinking about how your company could benefit from voice-enabled technology?  Enable the Cream City Digital "Contact Us" skill on your Alexa app (only kidding) or contact us here. 
Interested in the latest tips, news, and how-to's for Amazon's Alexa? Join our Facebook group.

About the author

Jill Schmidt is a lover of data-driven communications and a keen follower of digital marketing best practices and trends. Throughout her 18 year tenure in marketing and advertising, she has worked on digital account strategy and campaigns for companies such as Colgate, Kellogg, Kimberly-Clark, Briggs & Stratton, the Milwaukee Journal Sentinel and many others.   She is the creator and writer of a triple award-winning email newsletter. Founding member of the Milwaukee Interactive Marketing Association, former Vice President, and seven-term board member.  

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