Anyone familiar with IVR knows that despite all of the positive attributes, there can be frustrating aspects to the technology. Whether it's substandard speech recognition software or a menu option that creates an endless loop, there are many sources of frustration for users that are preventable with a good design. One very important and often overlooked source of frustration can be derived from the IVR system's "tone of voice." Despite the fact that the voices behind IVR systems are human beings, they are still disembodied recordings which cannot necessarily adjust to the mood or demeanor of the user.
In a typical conversation, the parties can usually pick-up on each others mood and adjust the volume, inflection and tone their voices to empathize and/or convey emotions. Common computer systems employed in IVR cannot efficiently detect and process such information. Oftentimes, users find IVR instructions and prompts sterile at best and condescending at worst. A recent story on CNN.com discussed what users perceive as condescending voices that give directions on most GPS devices. This problem is identical to what can happen in IVR prompts. In an ideal world, IVR systems would be capable of interacting with users in an appropriate tone at all times, but the systems are not equipped to detect the wide range of human emotion in voices let alone be prepared to respond appropriately.
Although it is unrealistic to record voice actors responding to every possible customer reaction, one way to avoid a condescending tone is to carefully review the script and attempt to predict user reactions. Another possibility is to run focus groups and studies that simulate the IVR environment and use the feedback to improve the script's verbiage. Avoiding concatenation of sentences is also recommended as such a practice only further de-humanizes the IVR prompts for the user. Finally, although it is impractical to record prompts across the gamut of human emotion, several takes of each prompt could be recorded and tested in beta versions of the IVR systems to improve before general release. Until computers are capable of seamless interactions with humans, script design and testing is key to avoid creating a "condescending" IVR system.
Sunday, August 8, 2010
Wednesday, June 30, 2010
Choose Your Own IVR Adventure
Truly interactive programming has long been a goal of movie and television producers. 13th Street productions have effectively achieved the first step in reaching such a goal with the help of IVR technology. In their first interactive feature film "Last Call," movie goers are asked to enter their cell phone numbers into a database which is used during the movie to direct the actions of characters. In the horror film, the character calls a random viewer seeking help to escape the killer. The IVR system registers the responses and the film proceeds according to those choices. This can result in unique moviegoing experiences for each viewer.
Of course, this is only one step in the process of fully interactive movie entertainment. The viewer does not have complete control over the action in the film but rather binary choices at several points in the action. The ultimate goal is complete control over a virtual world, but this is a positive step which appears to be a hit among test audiences and well suited for the horror genre. This application of IVR is another in a long line of uses of the technology above and beyond its initial concept.
Of course, this is only one step in the process of fully interactive movie entertainment. The viewer does not have complete control over the action in the film but rather binary choices at several points in the action. The ultimate goal is complete control over a virtual world, but this is a positive step which appears to be a hit among test audiences and well suited for the horror genre. This application of IVR is another in a long line of uses of the technology above and beyond its initial concept.
Sunday, June 27, 2010
In-Car IVR
IVR systems continue to be tested and utilized for applications outside the realm of telephone on-hold and customer service systems. One such development is the use of IVR to communicate important auto related information to drivers. In systems similar to OnStar, important information can be delivered to a driver through an IVR device located in the vehicle. This information could include routine or immediate maintenance issues, recall notices or real-time traffic updates. The driver would have the ability to activate and respond to such information using voice commands allowing for hands free operation and minimal distraction. Although these systems are only beginning early stages of development, recent research suggests that drivers would find them more convenient that currently available systems.
An ATX Group survey revealed that a large majority of drivers would be receptive to in-car messages about recall notices, gas station locations, fuel prices and regular maintenance notifications. Respondents also indicated a preference to in-vehicle messages as opposed to those delivered by direct mail, telephone, email or text message. Pilot tests sending in-vehicle maintenance messages from dealerships have shown a high level of comfort among drivers as well as a very low number of opt-out requests. An important factor in design and user acceptance is to ensure that the messages are delivered in a non-invasive manner but rather can be reviewed on-demand at the driver's leisure. The ATX survey suggests that most drivers would be receptive to important and useful audio messages being sent to their vehicles allowing for yet another novel use of IVR technology to help improve daily life.
An ATX Group survey revealed that a large majority of drivers would be receptive to in-car messages about recall notices, gas station locations, fuel prices and regular maintenance notifications. Respondents also indicated a preference to in-vehicle messages as opposed to those delivered by direct mail, telephone, email or text message. Pilot tests sending in-vehicle maintenance messages from dealerships have shown a high level of comfort among drivers as well as a very low number of opt-out requests. An important factor in design and user acceptance is to ensure that the messages are delivered in a non-invasive manner but rather can be reviewed on-demand at the driver's leisure. The ATX survey suggests that most drivers would be receptive to important and useful audio messages being sent to their vehicles allowing for yet another novel use of IVR technology to help improve daily life.
Wednesday, June 9, 2010
Disecting an IVR Failure
Recently, the Bangalore Water Supply and Sewerage Board (BWSSB) announced that they would be opening a live call center to handle and address water supply shortages plaguing it's customers around the south Indian city. The call center is set to replace an IVR system that was so woefully inadequate, approximately 80% of registered complaints were not being addressed. Officials at the BWSSB blamed the failures on incorrect account numbers and incomplete customer address information left as voice messages on the system. The call center will put customers in direct contact with human operators who will verify specific account and address information with customers so that their issues can be resolved in a timely fashion.
This situation seems to be a clear failure of the IVR system design and not of IVR technology. The main purpose for the implementation of an IVR system is to save money by employing fewer live operators. A secondary feature is to empower customers to access company services and complete simple transactions without the help of a human call center agent at any time of the day. The system that the BWSSB employed failed to adequately accomplish customer self-service thus forcing the utility company to spend more money on a staffed call center. By adopting a few simple design strategies, the BWSSB IVR system could have been a sufficient method for reporting water outages.
Many IVR systems employed by utility companies will request that customers enter an account number or telephone number associated with an account in order to access associated information such as a customer name and address. A good system will ask customers to verify that it has accessed the correct information by prompting the customer to enter a PIN or some other form of identification. Upon completion of the verification, the system can then proceed to record the customer complaint or issue. The BWSSB system simply recorded customers speaking their account numbers or address so that a technician could then follow-up on the complaint. The lack of real-time verification resulted in most complaints being left unaddressed. The troubles were avoidable if a properly designed IVR had been utilized saving the BWSSB time and money. Now they are forced to spend more of both at the added expense of customer satisfaction.
This situation seems to be a clear failure of the IVR system design and not of IVR technology. The main purpose for the implementation of an IVR system is to save money by employing fewer live operators. A secondary feature is to empower customers to access company services and complete simple transactions without the help of a human call center agent at any time of the day. The system that the BWSSB employed failed to adequately accomplish customer self-service thus forcing the utility company to spend more money on a staffed call center. By adopting a few simple design strategies, the BWSSB IVR system could have been a sufficient method for reporting water outages.
Many IVR systems employed by utility companies will request that customers enter an account number or telephone number associated with an account in order to access associated information such as a customer name and address. A good system will ask customers to verify that it has accessed the correct information by prompting the customer to enter a PIN or some other form of identification. Upon completion of the verification, the system can then proceed to record the customer complaint or issue. The BWSSB system simply recorded customers speaking their account numbers or address so that a technician could then follow-up on the complaint. The lack of real-time verification resulted in most complaints being left unaddressed. The troubles were avoidable if a properly designed IVR had been utilized saving the BWSSB time and money. Now they are forced to spend more of both at the added expense of customer satisfaction.
Friday, June 4, 2010
IVR Design Tips
Most negative customer experience issues related to IVR systems are due to poor system design. Despite multitudes of customer feedback data and industry best practices, many IVR systems lack basic design features that would make them more acceptable to customers. The principles behind a good design are rather simple however a designer can often make what seems like a straightforward navigation menu to other designers, but is overly complex or daunting for the average consumer. To this end, Acclaim Telecom Services recently released a list of common sense IVR design tips.
Like many lists of design tips that have come before, Acclaim recommends that first and foremost, the navigation menu should remain simple and concise. Many systems try to offer too many options potentially resulting in customers forgetting choices and having to re-listen to a particular menu. Another very important design tip is to only ask customers to enter information once. Any duplicate request for information is indicative of an inefficient system and can cause frustration among customers. Perhaps the most important tip is to make it easy for a user to exit the automated system and speak to a live operator. Too many systems either bury the live operator option deep within the menu choices or worse, don't even give the customer the opportunity to speak to a human being. On one hand, this is an excellent money saving strategy, but on the other, it is terribly alienating for a frustrated customer. These tips are very simple however they are so often missing from the most basic IVR system. Simply adjusting the design mindset can help drastically improve customer experience and satisfaction with an IVR system.
Like many lists of design tips that have come before, Acclaim recommends that first and foremost, the navigation menu should remain simple and concise. Many systems try to offer too many options potentially resulting in customers forgetting choices and having to re-listen to a particular menu. Another very important design tip is to only ask customers to enter information once. Any duplicate request for information is indicative of an inefficient system and can cause frustration among customers. Perhaps the most important tip is to make it easy for a user to exit the automated system and speak to a live operator. Too many systems either bury the live operator option deep within the menu choices or worse, don't even give the customer the opportunity to speak to a human being. On one hand, this is an excellent money saving strategy, but on the other, it is terribly alienating for a frustrated customer. These tips are very simple however they are so often missing from the most basic IVR system. Simply adjusting the design mindset can help drastically improve customer experience and satisfaction with an IVR system.
Sunday, May 30, 2010
Empathetic IVR
Although numerous studies have indicated that customers have become more accepting of IVR systems, there are still instances that can cause frustration, especially systems that employ sub-par voice recognition software. Frustrated and angry users will tend to emote their feelings in their speaking voice causing an already poor voice recognition system to have more trouble understanding the customer. This leads to a vicious cycle in which the user tends to become more frustrated while the IVR system becomes less likely to recognize menu choices and/or voice commands. Ultimately this can lead to a very negative customer experience which can effect a company's bottom line.
Yang Liu, a computer scientist at the University of Texas at Dallas, is conducting research that could change the face of voice recognition software as we know it. She and her graduate students have received a three-year grant from the Air Force Office of Scientific Research to investigate emotion recognition and modeling in speech processing. Liu's research will focus on voice pitch, intonation patterns and word choice and their associations with a variety of emotions such as anger, sadness, happiness, surprise and frustration. If successful, her research could be applied to many applications including IVR systems that could quickly recognize a frustrated user and immediately transfer him or her to a human operator. This would lead to a better overall customer experience and likely improve customer retention.
Yang Liu, a computer scientist at the University of Texas at Dallas, is conducting research that could change the face of voice recognition software as we know it. She and her graduate students have received a three-year grant from the Air Force Office of Scientific Research to investigate emotion recognition and modeling in speech processing. Liu's research will focus on voice pitch, intonation patterns and word choice and their associations with a variety of emotions such as anger, sadness, happiness, surprise and frustration. If successful, her research could be applied to many applications including IVR systems that could quickly recognize a frustrated user and immediately transfer him or her to a human operator. This would lead to a better overall customer experience and likely improve customer retention.
Tuesday, May 4, 2010
Nashville Flooding and Tennessee 511
As most of America knows by now, the South was pounded by strong storms over the weekend causing a swath of tornadoes and flooding across the state of Tennessee. A record amount of rainfall created flash floods that have claimed lives, washed out portions of roads and left Nashville under several feet of water in some areas. As Music City and it's people wait for the waters to recede so that rebuilding and recovery can begin, everyone at the Universal Digital family would like to remind residents, and anyone travelling to state, to consult the Department of Transportation's Tennessee 511 system. To access the Interactive Voice Response system recorded at the Universal Digital Production studios on Music Row, simply dial 511 on any cell or landline telephone. The system provides travellers with specific information about road conditions and closures throughout the state. In times of disaster, information is key to a quick and safe recovery and IVR is a powerful tool to disseminate such information.
To help with the relief efforts, visit http://www.redcross.org/ or text the word "Redcross" to 90999 on your cell phone to add a $10 donation to your next bill.
To help with the relief efforts, visit http://www.redcross.org/ or text the word "Redcross" to 90999 on your cell phone to add a $10 donation to your next bill.
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