凱捷（Capgemini）：2020語音出行報告-汽車制造商如何為汽車提供出色的語音體驗（英文版）（32頁）.pdf

1、on the How can auto manufacturers provide a superior in-car voice experience Voice go 2Voice on the go Introduction Our research, “Smart Talk: How organizations and consumers are embracing voice and chat assistants,” has shown that consumers and organizations alike consider these assistants to be cr

2、ucial for customer engagement.1 The automotive industry has history when it comes to voice-controlled systems. They were in cars a decade before Amazon launched Alexa while Amazon launched Alexa in 2014, Honda already offered a voice-driven navigation system in 2004.2 Over the years, these in-car as

3、sistants have started performing a variety of tasks from playing music to making phone calls, from providing navigation directions to placing orders. Today, consumers can use voice commands to warm up their cars before leaving the house, to open their garage doors, or even to turn off their car engi

4、nes. In-car assistants are becoming smarter and automotive companies are making enormous efforts to deliver a platform that provides an experience akin to natural speech. The use of in-car assistants has been accelerated by the advent of systems such as Alexa and Siri. Automakers today can choose fr

5、om a host of platforms from big tech providers such as Echo Auto, Apple Carplay, Android Auto, to voice-service providers such as Cerences “Dragon Drive,”3 and SoundHounds “Houndify,” among others. But while there are many platforms, are consumers satisfied with their experience? What are their pref

6、erences and what are the common in-car assistant use cases? Would delivering smooth and seamless integration across voice assistants benefit automotive organizations? How should these organizations go about delivering a superior consumer experience? To better understand consumer preferences and the

7、benefits to be gained by the industry from delivering a best in-class voice experience, we undertook thorough and broad-based research. We surveyed more than 7,000 consumers who have used a voice assistant inside the car as well as 300 auto executives. We also conducted a number of one-to-one interv

8、iews with senior auto-industry executives and voice- service providers. Drawing on that research, this report looks at: 1. How consumer appetite for voice assistants in car is growing 2. How this uptake translates to a huge opportunity for automotive organizations 3. What steps those organizations s

9、hould take to provide consumers with a great experience. 3 4 4 Consumers already use in-car voice assistants extensively and this is only going to surge: Consumers use in-car voice assistants mainly for playing music, navigation, and making phone calls. 24/7 availability and reduction in effort whil

10、e interacting with the brand are the top reasons for preferring voice assistants. Three years from now, nearly 95% of consumers are expected to use conversational assistants, including voice assistants, to access information in their cars. In three years, voice will likely become the preferred mediu

11、m of interaction over direct visits to dealerships or ordering products online. Despite the convenience and increasing use of voice assistants, three out of five consumers say that automotive organizations need to improve the overall experience. Voice assistants provide automotive organizations with

12、 a great opportunity to enhance the customer experience Three in four consumers would use the voice assistant more frequently provided they have a good experience. 62% of consumers prefer using a single integrated voice service across their vehicle, home, and mobile device. 37% of consumers are will

13、ing to pay a premium or a monthly fee for a voice subscription in their cars and another 48% would consider doing so in the future. While automotive organizations realize the importance of voice assistants for customer engagement, they overestimate their voice capabilities. For instance, 81% of indu

14、stry executives believe that their assistants understand peoples needs and preferences, but only 59% of consumers agree. Automotive organizations should focus on three major areas to deliver a superior experience Anchor Educate users on skill discovery, skill search, and layer in visuals to improve

15、recommendations. Assuage consumer concerns about privacy by being transparent with regard to the data collected and how it is used. Earn trust by improving the experience of commonly used functionalities before providing a gamut of complex features. Customize Ensure that the features are tested at a

16、 granular level and for each micro-segment. Provide consumers the option to customize their voice assistants. Develop contextual relevance over time through analytics. Expand Integrate the functionalities of in-car and at-home assistants. Build an ecosystem with other players to offer more services.

17、 Executive summary 4Voice on the go The use of voice assistants will soar in the next three years On average, approximately half of the consumers we surveyed use in-car voice assistants for various functionalities today. They make significant use of basic infotainment functions, such as navigation a

18、nd music, but increasingly want to control at-home functions, such as home heating. In the future, however, as Figure 1 shows, the use of these assistants is expected to soar, with 73% using assistants compared to todays 49%. The most growth will occur in areas such as integrating with at-home voice

19、 services (78%), or booking an appointment for a car service (74%). A senior executive at a German OEM elaborates, “Voice is getting more and more important in the car and if you Consumers make extensive use of voice assistants inside cars Figure 1. Inside the car, consumers currently use voice to a

20、 great extent 77% 85% 50% 78% 46% 74% 45% 72% 44% 69% 42% 68% 42% 66% 49% 73% Play music, check directions and other in-car functions Integrating with at-home voice systems, e.g. setting a comfortable temperature at home before arriving and vice versa control of car from home Booking an appoint- men

21、t for a service (e.g. tire change) Using the in-car assistant to order specifi c services (e.g. shop- ping/ordering food, groceries etc) Booking a cab (e.g., Uber) for individu- al/shared rides Providing feedback or make a complaint for the car Using the in-car assistant to order specifi c mobility

22、services Average Consumers: Current usageConsumers: Future preference, three years from now Source: Capgemini Research Institute, Conversational Interfaces Research, Consumer Survey, April 2019May 2019, N=7,078 consumers. compare to other environments, its, lets say, an ideal environment for voice a

23、s a medium because you want the driver to focus on driving the vehicle and not to stretch it too much, so you would need your voice assistants to do many things, much more than, for example, in the home where you can still look at screens and touchscreens; in the driving situation, voice has a very

24、special role.” The convenience of around-the-clock-availability is the main reason consumers are increasingly motivated to use these systems. When we asked which benefits they prize most, the order of importance was: First: 24/7 availability Second: Reduction in effort in their interaction with car

25、manufacturers Third: More personalized experience Fourth: Faster and accurate resolution of support queries. Voice assistants allow consumers to interact with the car (for example, to increase cabin temperature) and also to purchase and pay for their morning coffee or even highway tolls without havi

26、ng to take their eyes off the road in order to pull out their mobile phones. “There is no doubt that voice assistants will take over with unparalleled speed because, for humans, speech is the most natural form of communication,” says Axel Neuhaus, head of digital marketing at Volkswagen Germany. “Th

27、is technology is far more convenient than all other operating aids. Convenience, speed, and being addressed personally are reasons for the rapid growth of voice assistants.”4 In addition, more than 50% of consumers indicated that they expect to use some form of conversational assistant all the time

28、to access information on the go inside the car, either through the embedded in-car assistant or through assistants on their phones, while nearly 40% expect to use it on limited occasions (see Figure 2). Figure 2. Three years from now, 95% of consumers expect to use a conversational assistant, includ

29、ing voice, in the car to access information 5% 41%54% I expect to use these assistants all the time I expect to use these assistants on very limited occasions I expect I will not use these voice assistants Source: Capgemini Research Institute, Conversational Interfaces Research, Consumer Survey, Apr

30、il 2019May 2019, N=7,078 consumers. Three years from now, more than 50% of consumers expect to use conversational assistants, including voice, all the time to access information inside the car 6Voice on the go Voice assistants are progressively replacing direct visits and calls to dealers/showrooms

31、Three years from now, 71% of consumers, on average, say they will increasingly use their voice assistants over other mediums of interaction. There will be increased comfort in using voice over making calls for service appointments, ordering products and services online/by phone, or even visiting a d

32、ealer for complaint or feedback (see Figure 3). Figure 3. Consumers will be extremely comfortable using voice three years from now 74% 11% 72% 7% 68% 12% Preference for using voice assistant, three years from now Preference for direct visits/calls/ordering online, three years from now Booking an app

33、ointment for a service (e.g. tire change) Using the in-car assistant to order specifi c services (e.g. ordering food, groceries etc.) Providing feedback or make a complaint for the car Source: Capgemini Research Institute, Conversational Interfaces Research, Consumer Survey, April 2019May 2019, N=7,

34、078 consumers. 71% consumers on average will increasingly use their voice assistants over other mediums of interaction, three years from now 7 Consumers aged between 32 and 44 years are the greatest users of in-car conversational assistants, including voice assistants Nearly 40% of users of in-car c

35、onversational assistants, including voice, earn more than $60,000 Nearly 60% of users of in-car conversational assistants, including voice, reside in urban areas More than 50% of the users want to personalize their voice assistants 56% Consumers like to personalize their voice assistants Understand

36、consumers own personality over time and adapt accordingly Defi ne its personality Give it a name 58% 60% 63% Source: Capgemini Research Institute, Conversational Interfaces Research, Consumer Survey, April 2019 May 2019, N=7,078 consumers. Share of consumers using conversational assistants in car: b

37、y residence SuburbanUrbanRural 14% 28%58% Share of consumers using conversational assistants in car: by household income Less than $20,000 $40,000$59,999 $60,000$79,999 $80,000$99,999 $120,000$139,999 $140,000 or more 5% 11% 4% 7% 11% 16% 23% 24% $20,000$39,999 $100,000$119,999 Figure 4. 30% of cons

38、umers that use in-car conversational assistants are in the 32 to 44 age bracket Source: Capgemini Research Institute, Conversational Interfaces Research, Consumer Survey, April 2019 May 2019, N=7,078 consumers. Source: Capgemini Research Institute, Conversational Interfaces Research, Consumer Survey

39、, April 2019May 2019, N=6,387 consumers. 60+years 4559 years 3244 years 2231 years 1821 years 9% 20% 17% 25% 30% Figure 5. Figure 6. Figure 7. 8Voice on the go Figure 8. Consumers feel that the in-car voice experience needs improvement Despite the convenience, nearly 60% of consumers feel that the i

40、n-car voice experience must be improved On average, only 28% of consumers say that their experience with in-car voice assistants was “great” and that they would happily use them again (see Figure 8). While 59% said the experience was satisfactory, they were clear that it needs improvement. Common bu

41、gbears for consumers were the complexity of the assistants and their inability to interpret speech. For example, nearly 50% of consumers say that their current in-car voice assistant is confusing, and they prefer manual dials for controls. A similar number feel that their in-car voice assistant ofte

42、n fails to understand them. Privacy and data security continue to remain major concerns for consumers with in-car assistants. We found that 50% of consumers said they do not trust voice assistants with the safety and security of their personal data and 48% say voice assistants are too intrusive and

43、seek too much personal information. While driving, consumers not only use assistants to access car features and functions, but also control smart devices at home, order food and groceries and manage personal appointments. As a result, the voice assistant digests a lot of consumer data, leading to in

44、creasing concern about privacy and security. It was great, will use it again It wasnt satisfactory, wont use it again It was satisfactory, but the experience needs to be improved Play music, check directions and other in-car functions 43%49%8% Booking a cab (e.g., Uber) for individual/shared rides 2

45、6%58%15% Using the in-car assistant to order specifi c services (eg: add to cart,order groceries, etc.) 26%59%14% Booking an appointment for a service (e.g. tire change) 25%60%15% Using the in-car assistant to order specifi c mobility services 25%60%15% Integrating with at-home voice systems, e.g. s

46、etting a comfortable temperature at home before arriving and vice versa control of car from home 24%63%13% Providing feedback or make a complaint for the car 23%61%16% Average experience across these use cases 28%59%14% Source: Capgemini Research Institute, Conversational Interfaces Research, Consum

47、er Survey, April 2019May 2019, N=7,078 consumers. 9 Less than 30% consumers say that their experience with in-car voice assistants was great 10Voice on the go While in-car voice assistants have been around since 2004, consumer traction has only really picked up in recent years, supported in part by

48、the proliferation of at-home voice assistants. As we saw in Figure 2, by 2022, 95% of consumers will likely use a conversational assistant to access information inside the car. This vast user base presents automotive organizations with a great opportunity to enhance the customer experience, but only

49、 if certain significant challenges are overcome. Voice assistants provide a great opportunity to enhance the customer experience Source: Capgemini Research Institute, Conversational Interfaces Research, Consumer Survey, April 2019May 2019, N=7,078 consumers. A positive experience will drive higher customer engagement A good experience with a voice assistant encourages further engagement and migration to this channel. As Figure 9 shows, for example, 76% of consumers said that they would use the voice as