Student Guide #6:
Will AI-Generated Speech Kill Your Sales and Retention Numbers?
Oral communication is the bedrock of business. It builds relationships, strengthens bonds, and gets deals done. In a world where we are constantly bombarded by information about the coming digitalisation of everything, we must not lose sight of the human aspects of business that have kept and will keep things on an even keel.
Business flourishes when we discover ways we can help each other to make our lives easier and better. When it comes to making business agreements, written contracts are essential, but it’s speaking that encourages participants to sign on the dotted line. That’s why restaurants and hotel function rooms from Alabama to Zhengzhou are abuzz with face-to-face business communication that is building trust and strengthening
connections.
With recent technological developments gaining more traction in the workplace, it can
feel as though business-related speaking is going the way of the dodo in favour of AI-assisted written communication and AI-generated speech. Although we can see that AI-generated podcasts and presentations are beginning to seep into the mainstream, it’s not easy to forget that they are, well, AI-generated. At this moment, proponents of AI will immediately jump to what I call the ‘D:Ream defence’ (Things will only get better), but that’s really not what I’m getting at. It’s not about the quality of the output, it’s about the source of the output, especially when it comes to the things we pay attention to. Before jumping to the conclusion that I’m a luddite who is standing in the way of progress, consider this:
what was the face you pulled the last time you made a phone call to a business and an AI-generated voice greeted you with its authentic charm and its ‘someone will be with you in two ticks’ after 400 irrelevant questions?
Exactly.
I wholly embrace technological advances when they add something to our day-to-day lives. However, I just can’t see a situation where computer-generated voices replace human delivery of language, particularly when it comes to the art of business (or the deal, if you will).
AI does many things very well. However, top tech companies have a tendency to claim that AI will manage to do everything humans do. It may be time for business leaders to ask themselves (and their customers) exactly what it is that they would like AI to do. I highly doubt
meeting and greeting customers, negotiating, and generally being the face of a brand will be near the top of that list.
We may also need to reevaluate the role of employees in the workplace too. One advantage of having technology handle a range
of duties is that employees should have more time to create memorable customer service
experiences that make your brand stand out.
The challenge for today’s leaders is to discover how to create these lovely human moments, which are the basis of customer sales and retention, in a customer service setting that relies on technology for almost everything humans once did.
You may have a sales team to close sales, but sales and retention begin when a customer first interacts with a person representing your brand. Getting communication right across all
levels of a company's organogram in essential customer-facing moments is rarely overlooked by business leaders at the top of their game.
It must be noted that only humans excel at delivering small but meaningful interactions, because when these precious moments are attempted by a machine, they feel hugely insincere and do nothing for anyone involved; there’s just no heart in it.
So how can leaders prompt their teams to create these moments of magic?
The answer is, of course, training. Not just because my business is an English communication training provider. As with anything you want to get better at, you need to roll up your sleeves and put in some elbow grease.
What comes naturally when speaking with family and friends can be incredibly challenging in fleeting interactions at work. And if this is a conundrum for native speakers, just imagine how stressful this can be for those who speak English as a second language.
Unfortunately, the old ‘have a nice day’ probably won’t cut it in today’s customer service environment, where curated experiences are all the rage.
With more data about our customers than ever before, we can provide a more personalised and intentional experience. If it’s a customer’s 5th visit to a hotel, why shouldn’t they be welcomed in the way a five-time visitor should be welcomed? After all, we want them to return and become a 6-time visitor, don’t we? It’s clear that a more personal touch is needed to stand out in the market, which makes training staff to communicate with confidence a sound investment!
Genuine English provides tailored English communication classes designed to help your employees learn how to communicate effectively. We provide role-play activities, language exercises, and quality learning materials that help employees build their confidence using English in the workplace. If you agree that spoken communication is the best way to make sales and retain business, please contact us to discuss how we can help your employees refine their skills, reduce communication mistakes, and improve their confidence.
