IVR Dos and Don'ts

After years of growing pains and mixed reviews by users, IVR systems are ubiquitous in large and small companies, yet many are still poorly designed or ineffective. Despite volumes of customer feedback and frequently publicized best practices, there is still often a disconnect between design and functionality/effectiveness of some IVR systems. DestinationCRM.com has put together a concise list of Dos and Don'ts for IVR systems that should serve as a starting point for companies that are new to IVR implementation as well as those who are considering changes and upgrades. These key ideas will not only improve customer satisfaction but it should also decrease overall call volumes to live operators in call centers.

One of the keys to good IVR systems is a clear road map specifying the call center processes that are most troublesome and time consuming. Identifying those key areas are an excellent starting point for planning an IVR system. However, many companies fall into the trap of expecting the IVR to be a replacement for human operators while it should instead be used to free call centers of easy tasks so that they can focus on more complex problems requiring one-on-one customer support. It is also very important to implement IVR systems around existing processes. Attempts to update processes and implement IVRs concurrently typically overwhelms an already overtaxed system. Simply learning from what others have done both correctly and incorrectly can lead to a smooth implementation and a benefit to all parties including the end user.

Customer Service Call Back

Although recent surveys indicate that customers have grown to accept performing common self-service tasks through automated IVR systems, when the need arises to speak to a live agent, long on-hold times still lead to frustration. Now some companies like Scottish Power give customers the option of being called back when an agent is available. The Virtual Hold system is triggered when call volumes are high and wait times are expected to be long. The customer can choose to stay on-hold or enter a call back number where they can be reached when their virtual placeholder in the queue reaches the front of the line.

Ideally, of course, customers would choose to experience no wait time, either on or off the phone, and prefer to be immediately connected with a live customer service agent. However, due to the downsizing of call center staffs to save money, waiting on-hold is simply unavoidable at times of high call volumes. The Virtual Hold solution is the next best thing to being immediately connected to a live customer service agent. The customer is free to do other things while waiting rather than listen to on-hold music and/or advertisements for other services. Although not a perfect system, Virtual Hold could result in improved customer satisfaction and retention.

Visual Self-Service

Video capability has long been a goal for telecommunications providers. From seamless video teleconferencing for business to more personal video chats between geographically distant family members, bandwidth has been the limiting factor. Those factors have since been overcome through the proliferation of T1 and fiber lines and with the introduction of low-cost and/or free applications such as Skype and Google Video. Now, we are seeing similar increases in transmission speeds and bandwidth associated with cellular data networks. An obvious application for this functionality is to offer visual customer-service in place of more traditional IVR self-service options.

This is not an entirely new concept as 2009 saw examples of the adoption of this technology for cellular video chats with customer service agents and for visual IVR menus designed for the hearing impaired. Australian cellular service provider Ovum recently announced a major increase in development in visual self-service solutions on their mobile devices. The reason for the development goes beyond the concept of simply improving customer service. According to estimates, the average cost for a customer self-service transaction through a mobile self-service application is 15 cents versus 50 cents spent on the same transaction conducted through a more traditional IVR system. As is usually the case, the development of this new technology will be a win for both the customer and service provider in the form of improved service for the customer and lower operational cost for the business.

Nashville Is Music City

Nashville has a unique brand that draws visitors and conventions alike year after year. With that in mind the construction of a new convention center got underway this month. The website describes the new facility as having approximately 1.2 million square feet which will feature a 350,000 square foot exhibit hall which will double as a concert hall, more than 50 meetings rooms, two ballrooms and approximately 36 loading docks.

The construction is not without it's controversy, many buildings including the Musician's Hall of Fame had to be demolished to make way for the new center. Since the beginning, UniDig has met with various clients in Nashville as they attending company conventions here. We look forward to continuing that tradition with the new Music City Center.

For more information on the Music City Center please click here.

Tami Ross
Executive Producer
Universal Digital Productions Inc.