One Voice Strategy

One Voice Strategy is a marketing and strategic management concept that refers to a firm's capability to deliver seamless, harmonious, and reliable interactions throughout the customer journey for effective customer engagement.[1][2]

Background

Modern communication technologies, communication devices, and automated robotic, artificial intelligence driven communication are expanding the variety of interfaces and therefore the possible ways that customers and firms can interact. This in turn poses a threat to customer engagement, because mismatched preferences on what is called service interaction space – the universe of possible points of customer-firm interaction – can create pain points for customers leading to interrupted interactions, delays, and even interaction termination.[1] One Voice Strategy can help enhance customer engagement by integrating these various interfaces.[1][3]

Definition and dimensions

One Voice Strategy is defined as an on-going "organizing approach for a firm’s actions, communications, and exchanges to deliver a seamless, harmonious, and reliable stream of interactions for effective customer engagement."[1] Central to a successful One Voice Strategy execution are a firm's learning capabilities that enable intelligence generation from customer interactions and integration with available intelligence stocks, as well as coordination capabilities that enable intelligent action by reconfiguring resources/assets of the firm in anticipation of yet-to-occur customer interactions. By distinguishing between human and non-human actors – such as chatbots or LLMs – One Voice Strategy execution takes place on a 2x2 configuration of human/automated learning-coordination capabilities for intelligence generation and use. The four configurations, Q1 to Q4 are:

Configuration
Tacit knowledge Explicit knowledge
Agent control Purely employee mediated customer interactions such as personalized service performances in restaurants or hotels Technology augmented employee customer interactions that require human judgment to guide customer interactions, a form of One Voice Strategy execution most evident in the digitization of health care service delivery.
Algorithmic control Technology augmented employee customer interactions such as personalized services that automatically draw on centrally stored customer knowledge. Autonomous and automated customer interactions without human interventions such as over-the-air service updates.

Impact

Since its publication 5 years ago years ago, One Voice Strategy was cited over 100 times in academic research (Google Scholar); in conceptual papers[3][4][5], empirical papers[6][7][8], and state-of-the-art literature reviews[4][9][10]. As of March 7, 2026, One Voice Strategy achieved 9,461 views and downloads.[11]

Bibliography

  • Singh, Jagdip, Satish Nambisan, R. Gary Bridge, and Juergen Kai-Uwe Brock (2021), "One-Voice Strategy for Customer Engagement," Journal of Service Research, 24 (1), 42-65.
  • Singh, Jagdip, and R. Gary Bridge (2023), "Interfaces, interactions, time, and the frontline nexus: foundational constructs and focus for the field of organizational frontlines," Journal of Service Research, 26(3), 310-329.

See also

References

  1. ^ a b c d Singh, Jagdip; Nambisan, Satish; Bridge, R. Gary; Brock, Jürgen Kai-Uwe (2021). "One-Voice Strategy for Customer Engagement". Journal of Service Research. 24 (1). SAGE Publications: 42–65. doi:10.1177/1094670520910267. Retrieved 2025-10-05.
  2. ^ Hollebeek, Linda D.; Sprott, David E.; Brady, Michael K. (2021). "Rise of the Machines? Customer Engagement in Automated Service Interactions". Journal of Service Research. 24 (1). Sage Journals: 3–8. doi:10.1177/1094670520975110. Retrieved 2026-02-21.
  3. ^ a b Huang, Ming-Hui; Rust, Roland T. (2021). "A Strategic Framework for Artificial Intelligence in Marketing". Journal of the Academy of Marketing Science. 49. Springer Nature: 30–50. doi:10.1007/s11747-020-00749-9. Retrieved 2025-10-05.
  4. ^ a b Hollebeek, Linda D.; Menidjel, Choukri; Sarstedt, Marko; Jansson, Johan; Urbonavicius, Sigitas (2024). "Engaging consumers through artificially intelligent technologies: Systematic review, conceptual model, and further research". Psychology & Marketing. 41 (4). Wiley Periodicals: 880–898. doi:10.1002/mar.21957. Retrieved 2026-03-07.
  5. ^ Barrett, Jenna Adriana Maeve; Jaakkola, Elina; Heller, Jonas; Brüggen, Elisabeth Christine (2024). "Customer Engagement in Utilitarian vs. Hedonic Service Contexts". Journal of Service Research. 28 (4). Sage Publications: 614–633. doi:10.1177/10946705241242901. Retrieved 2026-03-07.
  6. ^ Lundin, Lisa; Kindström, Daniel (2023). "Digitalizing Customer Journeys in B2B market". Journal of Business Research. 157 (113639). Elsevier. doi:10.1016/j.jbusres.2022.113639. Retrieved 2026-03-07.
  7. ^ Poorrezaei, Mojtaba; Pich, Christopher; Armannsdottir, Guja; Branco-Illodo, Ines; Harvey, John (2023). "Exploring Young Voter Engagement and Journey Mapping Across Political Events". International Journal of Market Research. 65 (5). Sage: 532–565. doi:10.1177/14707853231151890. Retrieved 2026-03-07.
  8. ^ Tatavarthy, Aruna Divya; Martuza, Jareef (2026). "Human Is Gold: Why Premium Customers Hate Chatbots and What to Do About It". Journal of Interactive Marketing. 61 (1). Sage: 41–59. doi:10.1177/10949968251322513. Retrieved 2026-03-07.
  9. ^ Mariani, Marcello M.; Machado, Isa; Nambisan, Satish (2023). "Types of Innovation and Artificial Intelligence: A Systematic Quantitative Literature Review and Research Agenda". Journal of Business Research. 155 Part B (113364). Elsevier. doi:10.1016/j.jbusres.2022.113364. Retrieved 2026-03-07.
  10. ^ Ledro, Cristina; Nosella, Anna; Vinelli, Andrea (2022). "Artificial Intelligence in Customer Relationship Management: Literature Review and Future Research Directions". Journal of Business & Industrial Marketing. 37 (13). emerald publishing: 48–63. doi:10.1108/JBIM-07-2021-0332. Retrieved 2026-03-07.
  11. ^ "One-Voice Strategy for Customer Engagement, Metrics and citations". Journal of Service Research. Retrieved 2026-03-07.
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