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Your Organization Needs a Superhero The Voice Portal Specialist

Your Organization Needs a Superhero The Voice Portal Specialist. Overview. Case study follows Blue Shield of California’s journey in IVR design and development / creation of Voice Portal Specialist (champion for the caller) Balance between cost-saving automation and customer satisfaction.

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Your Organization Needs a Superhero The Voice Portal Specialist

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  1. Your Organization Needs a SuperheroThe Voice Portal Specialist

  2. Overview • Case study follows Blue Shield of California’s journey in IVR design and development / creation of Voice Portal Specialist (champion for the caller) • Balance between cost-saving automation and customer satisfaction

  3. Blue Shield of California (BSC) is a not-for-profit health plan • BSC serves • 3.3 million members • 171,000 providers & pharmacies • Individual & group brokers • New speech-enabled IVR applications for members, providers and brokers • ROI based on increased Call Avoidance Rate (CAR) • Bilingual English and Spanish for Members

  4. Challenge • Replace PBX-based legacy IVR • Increase self-service • Increasing call avoidance rate (CAR) • Customer satisfaction • Personalize experience Focus on User Experience

  5. Design Lifecycle • Requirements • Persona design / style guide • Call flows, sample calls, user interface design • Record prompts • Usability testing • Tuning

  6. Benefits • BSC gained the following: • CAR increased over 40% • Customer experience (satisfaction) increased • Cost per call decreased

  7. Post-Deployment Pitfalls • Prompt changes that affect grammars • Poorly-written or out-of-persona prompts • Band-aids (e.g., DTMF in speech) • Haphazard prompt recording • Addition of information up-front or in queue • Web deflection messages • Repetition of call monitoring disclaimer • Questions that only affect small number of callers • “Your call is very important to us“

  8. Voice Portal Specialist • Liaison between: • IT • Business • Marketing • Legal • Vendor support • Represented a move away from ticketing fulfillment (IT) environment to a user-centric environment (business)

  9. Job Description • Responsible for functional and interactive portions of the caller experience, including: • IVR • Call flow (before, during, after IVR) • Prompt content • Audio • Voice talent • Recording studio • Audio quality • CTI/Screen pop • Call routing • Post Call Survey • Hold Music & Messages • Workflow management

  10. Call Avoidance Rate • Legacy System: 2 to 5% • New System • At Launch: 10-15% • Now: 32%--very good for health care • And these numbers are increasing!

  11. Member CAR

  12. Thank You! helen.vanscoy@performtechnology.com (415) 632-8261 Jessica.kaufman@blueshieldca.com (209) 371-3033

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