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G. Marcus Graham Turn the Prerecorded Voices at Your Company Into a Is Founder and CEO of Powerful Voice Brand That Will Help You Sell More

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G. Marcus Graham Turn the Prerecorded Voices at Your Company Into a Is Founder and CEO of Powerful Voice Brand That Will Help You Sell More “Marcus Graham understands how to implement world-class voice branding strategies. His wealth of experience is unmatched and he provides you with his thoughts with this book.” – John Kelly, Publisher Speech Technology Magazine 6/I#% “An often-overlooked aspect of branding is the human voice, one of the most powerful communications tools in your toolbox. Marcus Graham’s book, Voice Branding in America, How to Make Your Automated will startle and amaze you with the many different ways to put that tool to productive use.” – Al Ries, Co-author, The Origin of Brands "2!.$I.' Voices Consistent with Your Brand “If those who don’t learn history are condemned to repeat it, then you’ve got to read this book if you’ve got a machine answering a phone in your company. Graham provides the best historical perspective on voice branding, drawing on his extensive experience working on touch-tone systems, speech-recognition systems and everything else in the modern call center, for the biggest brands in the world.” IN – Blade Kotelly, Creative Director ScanSoft !-%2)#! “With more automated voice applications on the way, it’s critical that the caller experience is consistent with the overall brand. With his Voice Branding Audits, Marcus knows how to assess the current state of prerecorded greetings, menus and messages throughout your enterprise. And, just as importantly, he knows how to create a consistent voice talent solution that spans any mix of communications gear and technology providers. Interestingly, most notable brands and companies in America are just recognizing the importance of extending their brand to communication applications.” – Mark A. Daley, Technology Consultant, Siemens Your Voice Brand speaks to every prospect and Graham G.Marcus every customer through automated technology in FDOO FHQWHUV ORFDO RI¿FHV DQG GHSDUWPHQWV DFURVV the country. From simple automated attendant greetings and on-hold messages to sophisticated interactive voice response (IVR) and speech recognition systems, you’ve got a Voice Brand even if you haven’t given it any thought. In your organization, is the voice pleasant? Is the message consistent? Is your brand being supported the way you think it should be? Today, your link with the customer through automated voice systems is too vital to be left to chance. This book provides the step-by-step process on how to G. Marcus Graham turn the prerecorded voices at your company into a is founder and CEO of powerful Voice Brand that will help you sell more. GM Voices, Inc., a leading provider of Voice Branding Solutions. eqIQb?Q:Q?IqIi www.gmvoices.com V i V i D VOiCES Jacket illustration and design by Steven Parke / what-design.com iNC. 19.95 US ViViD VOiCES iNC. G. Marcus Graham “This delightful book tells everything you ever wanted to know but are afraid to ask about branding slogans and logos for your ears rather than your eyes. Fun reading about how to create a memorable impression of your product or company using words and sounds. It's a recipe for creating your company’s virtual spokesperson who is heard but not seen.” James A. Larson, Chair W3C Voice Browser Working Group Manager, Advanced Human I/O Intel Corporation “Marcus has hit a home run. Not only is Voice Branding in America a detailed and well-researched exposition on the evolution of voice as a channel for corporate narrative, it is also a fun read! Marcus applies his considerable experience to telling the voice branding story firsthand, in a personal—and personable—style. Read it!” Bruce Ballentine, EVP and Chief Scientist EIG Labs “Call your company’s automated phone system right now. Listen to the recorded voice, and ask yourself: “If this were a real person, would I hire them to work as a customer service representative in my call center? Would this person give customers a good impression of our company’s brand?” If the answer is ‘no,’ then quick—pick up the phone and call Marcus Graham at GM Voices!” Lizanne Kaiser, Ph.D. Senior Principal Consultant Genesys Telecommunications Laboratories, Inc. “Call centers are increasingly using interactive speech systems to make the most of every customer contact while controlling costs. Voice branding is a key part of this trend, and Graham’s book is a pioneering work in helping companies understand the opportunity.” Bill Meisel, Publisher Telephone Strategy News and Speech Recognition Update V OICE B RANDING IN A MERICA by G. Marcus Graham V OICE B RANDING IN A MERICA Editor: Kay duPont Copyright ©2004 All rights reserved. No portion of this book may be reproduced in any form without written permission from the publisher. For more information, contact: Vivid Voices, Inc. 2905 Jordan Court, Suite B-101 Alpharetta, GA 30004 www.vividvoices.com Library of Congress Catalog Number 2004110382 ISBN: 0-9759895-0-2 10 9 8 7 6 5 4 3 2 1 D EDICATION To the writer Ora Lindsay Graham, who convinced me long ago that I can truly do and accomplish anything my heart desires if I set my mind to it. Thanks, Mom T ABLE OF C ONTENTS Foreword . .i Preface . iii Acknowledgments . vii Introduction . ix Millions of Prerecorded Messages . ix Defining Voice and Brand . x Top 100 Voice Brands . xi Part I: Brands and Branding . 1 What is a Brand? . 1 What is Branding? . 2 One TouchPoint at a Time . 2 Definitions . 3 The Old West . 5 Trail Dust . 6 Personal Branding . 8 Sailing Through a Sea of Brands . 10 Sallie’s Brands of Choice . 11 Scott’s Brands of Choice . 18 Trademarks . 21 Voice Branding . 24 Voice User Interface Designers . 25 The Voice Brand . 26 Broader than Speech Recognition . 27 Technology Rat’s Nest . 28 Creating and Managing Your Voice Brand . 28 Voice Brand Audit . .28 Voice Branding Project Methodology . 29 After-Hours Info Center . 31 Request for Proposal . 33 Part II: Prerecorded Voices . 35 Early Applications . 37 Intercept Messages . 37 Voice Branding in America Time and Temperature . 37 Answering Machines . 37 Digital Announcers . 45 On-Hold Programs . 46 Music Licensing Fees . 46 Music-On-Hold . 47 Message-On-Hold Companies . 48 Message-On-Hold Formats . 49 Sample On-Hold Script . 49 Markets . 51 Playback Equipment . 51 Call Sequencers and Automatic Call Distributors . 52 Voice Mail . 52 Automated Attendant . 53 Get Rid of the Receptionist . 54 Interactive Voice Response . 55 Speech Recognition . 55 Who’s Answering the Phone? . 55 Typical Phone System Install . 56 In-House Voices . 57 Outsourced Voices . 60 Production Chain of Quality . 61 Path of Least Resistance . 61 Persona . 64 What is a Persona? . 65 Computers with Personality . 66 The Brand-Persona Connection . 68 Persona Brainstorming Session Questions . 68 Sample Personas . ..
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