Implement a Transformative IVR Experience That Empowers Your Customers

Learn the strategies that will allow you to develop an effective interactive voice response (IVR) framework that supports self-service and improves customer experience.

Stop! Are you ready for this project?

This Research Is Designed For:

• Business analysts, application directors/managers, and customer service leaders tasked with developing and executing a technology enablement strategy for optimizing their contact center approach.
• Any organization aiming to improve its customer experience by implementing a customer-centric approach to over-the-phone service via an IVR system.

This Research Will Help You:

• Adopt the best strategies for outlining an effective IVR approach and for transforming an existing IVR system.
• Improve customer experience and ultimately customer satisfaction by enabling you to create a more efficient IVR call flow tree.
• Select the proper IVR strategies to focus on based on the maturity level of your organization's call center.
• Review the "art of the possible" and learn of the latest developments in successful IVR execution.
• Learn IT's role in developing a successful IVR system and in developing a technology strategy that optimizes your IVR approach.

Executive Summary

Your Challenge

• Today's customers expect a top-tier experience when interacting with businesses.
• The advancements in IVR technology mean that IT departments are managing added complexity in drafting a strategy for a top-tier IVR approach.
• Implementing best practices and the right enabling technology stack is critical to supporting world-class customer experience through IVR.

Common Obstacles

• Many organizations do not have a clear understanding of customers' drivers for contacting their IVR.
• As many contact centers look to improve the customer experience, the need for an impactful IVR system has markedly increased. The proliferation of recommendations for IVR best practices and related technologies has made it difficult to identify and implement the right approach.
• With a growing number of IVR-related requests, IT must be prepared to speak intelligently about requirements and the "art of the possible."

Info-Tech's Approach

• Before selecting and deploying technology solutions, create a database of common customer call drivers to act as an outline for the call flow tree.
• Understand and apply operational best practices, such as ensuring proper call menu organization and using self-service applications, to improve IVR metrics and, ultimately, the customer experience.
• Understand evolving trends and emerging technologies in the IVR space, including offering personalized service and using natural language processing/conversational AI.

Info-Tech Insight

Tailor your IVR system specifically for your customers. There is no one-size-fits-all approach. Understand your key customers and support their experience by implementing the most effective strategies for them.

Voice is still the dominant way in which customers choose to receive support

Despite the contrary beliefs that the preference for phone support and IVR systems is declining, studies have consistently shown that consumers still prefer receiving customer service over the phone.

Your IVR approach can make or break your customers' experience

The feelings that customers are left with after interacting with contact centers and support lines has a major impact on their future purchase decisions

Effective IVR systems provide customers with positive experiences, keeping them happy and satisfied. Poorly executed IVR systems leave customers feeling frustrated and contribute to an overall negative experience. Negative experiences with your IVR system could lead to your customers taking their business elsewhere.

In fact, research by Haptik shows that an average of $262 per customer is lost each year due to poor IVR experiences ("7 Conversational IVR Trends for 2021 and Beyond," Haptik, 2021).

IVR systems only improve your customers' experience when done properly

There are many common mistakes that organizations make when implementing their own IVR strategies:

1. Offering too many menu options. IVR systems are supposed to allow customers to resolve their inquiries quickly, so it is integral that you organize your menu effectively. Less is more when it comes to your IVR call flow tree.
2. A lack of self-service capabilities. IVR systems are meant to maximize customer service and improve the customer experience by offering self-service functionality. If resolutions for common issues can't be found through IVR, your return on investment (ROI) is limited.
   
3. Having callers get stuck in an "IVR loop." Customers caught hearing the same information repeatedly will often abandon their call. Don't allow customers to get "tangled" in your call flow tree; always make human contact an option.
   
4. Not offering personalized service. The inability to identify customers by their number or other identifying features leads to poor personalization and time wasted repeating information, contributing to an overall negative experience.
   
5. Not updating the IVR system. By not taking advantage of new developments in IVR technology and by not using customer and employee feedback to upgrade your offering, you are missing out on the potential to improve your customers' experience. Complacency kills, and your organization will be at a competitive disadvantage because of it.

Implement a transformative IVR approach that empowers your customers

Call flow trees don't grow overnight; they require commitment, nurturing, and care

1. Focus on the Roots of Your Call Flow Tree
   • Your call flow tree will only grow as strong as the roots allow it; begin beneath the surface by understanding the needs of your customers and the goals of your organization first, before building your initial IVR menu.
2. Allow Customers the Opportunity to Branch Out
   • Empower your customers by directing your call flow tree to self-service applications where possible and to live agents when necessary.
3. Let Your Call Flow Tree Flourish
   • Integrate your IVR with other relevant business applications and apply technological developments that align with the needs of your customers and the goals of your organization.
4. Keep Watering Your Call Flow Tree
   • Don't let your call flow tree die! Elicit feedback from relevant stakeholders and develop an iterative review cycle to identify and implement necessary changes to your call flow tree, ensuring continued growth.

IT plays an integral role in supporting the IVR approach

IT is responsible for providing technology enablement of the IVR strategy

While IT may not be involved in organizing the call flow tree itself, their impact on an organization's IVR approach is undeniable. Not only will IT assist with the implementation and integration of your IVR system, they will also be responsible for maintaining the technology on an ongoing basis. As such, IT should be a part of your organization's software selection team, following Info-Tech's methodology for optimizing your software selection process.

• With an understanding of the organization's customer experience management strategy and business goals, IT should be looked toward to:
• Provide insight into the "art of the possible" with IVR systems.
• Recommend enabling technologies relative to your call center's maturity (e.g. agent assist and natural language processing).
• Outline integration capabilities with your existing application portfolio.
• Highlight any security concerns.
• Assist with vendor engagement.
• Take part in stakeholder feedback groups, consulting with agents about their pain points and attempting to solve their problems.

Guided Implementation

What does a typical GI on this topic look like?

A Guided Implementation (GI) is a series

of calls with an Info-Tech analyst to help implement our best practices in your organization.

A typical GI is 5 to 7 calls over the course of 4 to 6 months.

Phase 1

Focus on the Roots of Your Call Flow Tree

This phase will walk you through the following activities:

• Building a database of your customers' call drivers
• Developing IVR-related goals and connecting them with your key performance indicators (KPIs)
• Developing the first tier of your IVR menu

This phase involves the following participants:

• Business stakeholders (business analysts, application director/manager, customer service leaders)
• IT project team

Implement a Transformative IVR Approach That Empowers Your Customers