Voice has moved to the forefront in the technology world, with Voice capabilities added to existing digital properties like web and mobile apps and IVR systems. More and more brands are building their own custom Voice systems, too, in an effort to reach customers in new and more convenient ways. Speakers from U.S. Bank, Voicebot.ai and Applause lead a discussion on the latest trends in Voice, how to effectively test Voice systems and apps, and explore how U.S. Bank utilized a voice-first design in its new Smart Assistant.

1. The State of Voice
with U.S. Bank and
Voicebot.ai
Steve Taylor
VP, Journey Owner, Voice & Conversational AI, U.S. Bank
Richard Weeks
Head of Conversational Experiences, U.S. Bank
Bret Kinsella
Founder & CEO, Voicebot.ai
Ben Anderson
AI & Voice Lead, Applause

2. 2
Before We Get Started
• The webinar will last approximately one hour (including Q&A).
• You can send your questions using the “Questions” function on
GoToWebinar; we will ask them on your behalf during the Q&A session.
• We will send you a link to the recording as well as this slide deck as a
follow up.
• If you tweet during the webinar, feel free to mention @applause,
@voicebotai and @usbank.

3. Today’s Speakers
3
Steve Taylor
VP, Journey Owner
Voice & ConversationalAI
U.S. Bank
Bret Kinsella
Founder & CEO
Voicebot.ai
Ben Anderson
Voice & AI Lead
Applause
Richard Weeks
Head of Conversational Experiences
U.S. Bank

4. 4
Today’s Agenda
• The State ofVoice
• Where we started
• Where we are now
• Where we are going
• U.S. Bank’sVoice Journey
• Looking back / Launching its first Skill
• What has changed
• Challenges and approach
• Discussion:What’s included inVoice now?
• IVR, Chatbots, Mobile
• Q&A

5. HOW WE ARRIVED HERE

6. 1999 – A Car Adds a Voice Interface

7. 2011 – A Smartphone Adds a Voice Assistant

8. 2014 – A Product is Made to Showcase an Assistant

9. Assistant Access Points Proliferate Across Surfaces

10. Assistants Invade New Spaces

11. Smart Speaker Adoption Rises to 34% U.S. Adults
11

12. Smartphone Voice Assistants Lead Adoption Cycle
12

13. Mobile and Auto Higher User Base, Smart Speakers Strong for MAU
13

14. First Party is the Nuclear Family
First PartyUsers

15. Second Party is the Cousins
First Party Second PartyUsers

16. Third Party are Invited Guests
First Party Second Party Third PartyUsers

17. First Party Controls Experience, Data, Policies
First Party Second Party Third Party
Channel
Users

18. Custom Voice Assistants = First Party
First Party Second Party First Party
Capability
Users

19. Voice Milestones
Added voice assistant to enhance product experience.2011
Created device to deliver voice assistant experience.2014
Added voice interface to enhance product experience.1999

20. What’s Old is New Again
2011
2014
1999
Capability Channel / Platform

21. What’s Old is New Again
2011
2014
1999
Capability Channel / Platform
Now

22. A lot has changed
2011
2014
1999
Capability Channel / Platform
Now

23. Custom Voice Assistants Are the New Apps
1998 2012 2020 - 21
Launch a
Website
Launch an App Launch an Assistant

24. “Things won’t change as much as they will
accelerate. While other crises reshaped the
future, COVID-19 is just making the future happen
faster.”
– Scott Galloway
Clinical Marketing Professor at NewYork University

25. 25
Voice is Evolving
WhereVoice Was Before
• Consumer-first platform oriented around Alexa Skills and GoogleActions
• Primarily used for media & entertainment, quick information/facts, and
small retail purchases
WhereVoice Is Now
• Voice capabilities added to existing digital properties such as mobile/web
apps and IVR systems
• Voice navigation that used to be used to progress users through a control
tree is turning into assisted functionality
• Brands like BBC and U.S. Bank are launching their own customVoice
systems

26. Helping U.S. Bank Customers Across Voice Properties
26
OK Google,
schedule my
payment for June
30th.
Alexa, alert me
when my next
payment is due.

27. U.S. Bank Smart Assistant
27

28. The challenges of Voice differ on each platform
Voice Testing Challenges & Organizational Structure
28

29. How Applause Can Help
Each Customer Engagement Platform Introduces Unique Challenges
29
Curbside
How do you ensure a seamless
experience from digital purchase
to in-person pickup?
Mobile/Web
Are your releases accessible, easy
to use and bug free the first time,
every time?
Voice
How do you account for all
relevant dialects, accents,
languages and utterances in your
target audience?

30. Q&A

31. Speakers
31
Steve Taylor
VP, Journey Owner
Voice & ConversationalAI
U.S. Bank
Bret Kinsella
Founder & CEO
Voicebot.ai
Ben Anderson
Voice & AI Lead
Applause
Richard Weeks
Head of Conversational Experiences
U.S. Bank