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In a New IVR Strategy, Give Customers What They Want

By Tracey E. Schelmetic April 24, 2023

Sometimes it seems like no one wants to speak on the phone anymore. Thanks to the ubiquity of text messaging and email, fewer of us feel the need to speak on the phone. While this may be true in some instances (including personal relationships), it’s not necessarily true when it comes to customers trying to solve problems. Poorly designed self-help solutions such as IVRs can increase their frustration.

The key, according to a recent blueprint published by Info-Tech Research Group titled, “Implement a Transformative IVR Experience That Empowers Your Customers,” is in managing increased complexity in developing a top-tier IVR strategy to give customers what they want (and guide them to live help when they need it).

"An organization's IVR approach can make or break their customers' experience," says Austin Wagar, research analyst at Info-Tech Research Group. "The feelings customers are left with after interacting with contact centers and support lines have a major impact on their future purchase decisions."

Info-Tech noted that its research highlights the increasing demand for effective IVR in contact centers as customer satisfaction becomes a top priority. However, with an overwhelming number of IVR recommendations and advanced technologies in the market, organizations can find it challenging to identify and implement a strategy that resonates with their customers. Additionally, many companies do not have a clear understanding of what truly drives their customers' calls to their IVR. As IVR-related queries continue to increase, IT departments should take the time to get a comprehensive understanding of IVR requirements and capabilities.

To increase usability of IVR systems, companies should first build a database with the most common customer call types to guide the selection and implementation of technology solutions. This database will serve as the foundation for the call flow tree. To further enhance the IVR experience, Info-Tech explains in its blueprint, it is critical for IT leaders to understand and apply operational best practices such as organizing call menus appropriately and using self-service applications. These practices can help improve IVR metrics and positively impact the customer experience. Additionally, being aware of emerging trends and technologies such as personalized service, natural language processing, and conversational AI can help organizations stay ahead of the competition.

Edited by Greg Tavarez
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