Conversational assistants are here to stay, making everything from boiling an egg to making a payment that much easier. And consumers expect more of them day by day. If they meet these growing expectations, conversational assistants are in a position to transform the customer experience landscape. We talked to over 12,000 consumers who’ve used and continue to use voice and/or chat assistants and to 1,000 executives from consumer products and retail, financial services, and automotive, including pure-play digital players. Consumers seem to be sold on conversational interfaces. Organizations that want to leverage this growth must strike abalance between human and robotic interactions,they must equip their conversational assistants with additional features, and they have to focus on gaining consumer trust by solving consumer pain points and being contextually relevant. Conversational assistants hold the key to building deeper and more valuable relationships with customers. But there’s more to it than simply employing a new technology.

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