A stream of research in conversation shows that people are notoriously poor at correctly remembering their everyday communication. Backing up the conversation literature, service delivery research also indicates that people remember interactions with service providers only if they do something unusual, like provide them with unbelievably bad (or good) service. If you consider that most VUIs typically perform mundane service interactions, research suggests that remembering them is something to be avoided, not achieved. The author's research has shown that the best way to predict customer satisfaction with a VUI is to do what he wants, as quickly as possible, and in a way that is in line with his expectations. This means the voice needs to be professional, the service helpful, and the language polite and efficient.