Voice in customer loyalty research

Across industries, companies are increasing their focus on the customer experience to build customer loyalty and gain a competitive advantage. Customer journeys involving multiple media-rich touch points are opportunities to shape the customer experience, especially with recent and revolutionary advances in voice technologies among others. The authors argue for leveraging voice, as the next frontier, to significantly advance customer experiences and promote loyalty-building. The authors go on to identify features of voice important in indicating and predicting customer loyalty, offer a roadmap for working with voice data as a new metric in loyalty research, and define future directions for both research and practice.