How Your IVR Can Help Deliver a Differentiated Experience in 2016

January 1, 2016
Kevin Payne, Vice President, Global Demand Generation & Field Marketing

To connect with the increasingly tech-savvy customer, businesses are quickly implementing a variety of self-service solutions to help customers help themselves. And why shouldn’t they? Customers prefer to self-serve for answers and information when they can, with 67% beginning their journeys on the web. However, businesses seem to be underutilizing a communication channel that could be a very valuable asset: their Interactive Voice Response (IVR) systems.

Originally created to decrease the amount of time an agent had to be on the phone and increase conversions, IVRs didn't provide the most ideal experience for customers. Long wait times and elaborate menu selections lead to increasingly dissatisfied customers. And in today's fast-paced, digitally connected world, one might think that the IVR would be put on the backburner. Yet customers continue to utilize the phone channel, they're just using it in a different way.

While a majority of customers begin their journeys online, 50% are in the IVR queue at the same time. However, those customers entering the IVR are typically well along in their journeys by the time they call, which means their patience may be shorter and they're interested in achieving a speedy resolution. And maintaining two fragmented interactions is a great deal of effort for customers.

Businesses can use their IVR to help bridge the gap between voice interactions and digital content, providing customers with a smoother experience. Transforming a traditional IVR system into one that is web-aware can be very beneficial to both businesses and customers, but it's important to understand where and how to make the IVR web-aware.

In our recently published report, Stayin' Alive: Meet the Web-Aware IVR, we identify four key success factors that are common to successful deployments. They are:

  1. Have an audacious goal but a pragmatic approach
  2. Anticipate and understand customer intent
  3. Be "journey-aware"
  4. Orchestrate experiences

To get the details on each of the four success factors and begin planning your own successful IVR transformation, Click here to download the report.

Kevin Payne, Vice President, Global Demand Generation & Field Marketing
Kevin Payne, Vice President, Global Demand Generation & Field Marketing

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