Is Your IVR Costing You Customers?

November 2, 2015
Kevin Payne, Vice President, Global Demand Generation & Field Marketing

IVRs have been workhorses in customer service seemingly since the dark ages. But too many of them have been ignored by companies in favor of newer, shinier channels. Unfortunately that has created a growing frustration factor that hammers the bottom line: 37 percent of people who ended a business relationship with a company due to poor customer service were particularly upset about their experience with IVRs.

A big part of that is due to customers' expectations. When they call an IVR, they expect the types of experiences their smart devices and apps deliver, but many companies aren't providing them. They haven't made the transition to Visual IVR.

What's the difference? Here's an example that almost everyone has faced.

With legacy IVR:

Your card is deactivated temporarily because there's activity your bank has questions about. You call the IVR, where your experience is linear and entirely auditory: The IVR (or possibly ultimately an agent) reads out a set of charges, which you have to track mentally. This can take several minutes and be quite tedious and often it's challenging to remember what you heard.

Here’s how it should go:

With Visual IVR:

You're asked if you want to see the charges in question. If you answer "yes" you receive a text with a link that opens a mobile web session. There, you use your smart phone to quickly navigate through the charges. You can double-click them to see more detail. Using voice or touch you confirm the charges are okay, or that there's one or more you want to approve or dispute. It's a rich, interactive experience that takes full advantage of your smart device.

But it can be even better:

If you're logged in to the website when you call – and more than half of your customers are - , an IVR that employs "presence technology" can invite you to review the charges on your PC or tablet instead of your smartphone. Presence determines if you're using more than one channel—like a smartphone and a PC—and adapts what it delivers to your screens to make things as easy as possible for you.

Some companies have avoided moving to Visual IVR because it seemed like the benefit wouldn't be worth the perceived effort. But the benefit to greatly reduce customer effort is tremendous.

You can learn more in our new white paper, "Visual IVR: Make Self-Service Simple and Reduce Your Costs." It presents six key things we've learned about doing Visual IVR right, so that both customers and companies gain.

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

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