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The 7 Essentials of IVR Replacement

The 7 Essentials of IVR Replacement. The 7 Essentials. Leverage experts in deploying open voice and speech standards; Integrate self-service with agent-assisted service; Apply the level of call automation that best serves customers; Reuse the business logic of existing Web applications;

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The 7 Essentials of IVR Replacement

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  1. The 7 Essentials of IVR Replacement

  2. The 7 Essentials • Leverage experts in deploying open voice and speech standards; • Integrate self-service with agent-assisted service; • Apply the level of call automation that best serves customers; • Reuse the business logic of existing Web applications; • Set up a clear migration path to VoIP systems; • Keep “multi-tenancy” self-service as an option; and • Track and measure every customer interaction through its entire lifecycle

  3. #1 Leverage Experts in deploying Open Voice and Speech Standards…

  4. Significance of Self-Service in Delivering Customer Satisfaction % of customer service executives

  5. Leverage the Experts – Why? Datamonitor Conclusions • The existing contact center model fails many businesses and customers. Many enterprises are beginning to realize this and are adopting a more distributed model. • In this model IVR plays 2 very important roles: identifying calls in order to intelligently route them, and as a self-service channel. • Despite the perceptions, well deployed self-service applications improve not reduce customer satisfaction and have a positive impact on the bottom line. • The telephone will remain the dominant customer contact channel for the foreseeable future, and the therefore IVR the most effective self service channel. Speech enabling IVR allows for a much richer use experience and for the deployment of a much wider range of applications.

  6. Leverage the Experts • Callers have a specific task in mind. Task-oriented. • Need to feel they’re making progress on desired task right away. • Multiple steps ok, as long as making progress towards desired task. • Keep It Simple. • Call flow needs to match callers’ expectations. • “Tell me what I want, when I want it.” • Customer complaints: “Too Complex & Confusing.” • Evaluate the end-to-end customer experience. • Web, IVR, and CSR experiences need to be consistent. • Callers don’t distinguish between automated vs. assisted service. • Callers don’t want to repeat themselves or get transferred around.

  7. Leverage the Experts • Don’t Block the • Reduce prompting before initial caller input (< 35~40 seconds). • Menu options must be clear, concise, and include all relevant choices. • Use “just-in-time” Identification or Authentication (as needed). • Avoid “empty messages” (from caller’s perspective). • Keep it simple. Avoid cognitive overload. Less is sometimes More. • Don’t Block the • Callers should be able to press 0 at any time. • Know what info callers are/aren’t willing to get from an IVR. • Focus on partial-call automation, not just call containment. • The right IVR solution + CTI/screen-pop & agent training are critical.

  8. Leverage the Experts • “Sound and feel” of the system (= Persona) can impact callers’ impressions of: • Quality & credibility of information they hear • Usage of automation • Purchasing intension • Company’s brand image • Persona is shaped by… • Intentional persona design. • Dialog design (call flow and prompt wording). • Voice talent selection and performance.

  9. #2 Integrate Self-Service with Agent Assisted Service…

  10. Integrate self-service with agent-assisted service • In a recent worldwide survey, respondents listed “having to repeat previously entered information” as the 3rd biggest source of frustration with Phone-based Customer Service. Only long hold times and confusing automated menus ranked ahead. • When asked why they had bypassed an automated system, having to repeat information ranked ahead of confusing menus by 37% to 16%. Why make callers repeat their information???? Source – Zoomerang/Voice Objects 2006

  11. Integrate self-service with agent-assisted service Who is the customer? (Platinum, Gold, Bronze) How may I help you? Self Service Assisted Service Routing Strategy • Screen-pop • Customer info • Available agent/site • Right skills End-to-end/Real-time Interaction Tracking • Increased self-service • First call resolution • Satisfied customer experience • Increased customer retention

  12. Customers Agent Expert Integrate Self-Service with Agent-Assisted Service – AlignBusiness Value Expert Contact Enterprise Routing Genesys Voice Platform Self-Service $ 10 – 15/transaction $ 2 – 5/transaction $ 0.3 - 0.5/transaction Align services delivered with customer value & needs 1 misrouted call could equal cost of 50+ self-service calls

  13. #3 Apply the level of Call Automation that best serves Customers…

  14. Apply the right level of Automation - Caller Profiles • Who are they? • Caller demographics / Types of callers (Caller Profile not necessarily = Customer Profile) • Speaking style (observe calls) • Calling environment (Background noise? Cell phone?) • State of mind (Is the caller distracted? In a rush? Upset?) • How are they getting their job done? • What tasks does the caller want to accomplish? • Create use-case scenarios • What do they know? • What numbers/information/terminology do they know/have memorized? • Do they need time to search for a number printed on a recent statement? • What do they want? What are their expectations? • Mental Model: What are the caller expectations of how the call flow should unfold? (observe calls) • Are callers motivated to use self-service? Will they likely ask for an agent at key points? • Continually revisit Caller Profiles throughout project lifecycle to ensure application is what callers will choose to use.

  15. Next Generation Self-Service PlatformIn Support of Corporate Branding • Persona • VUI Design • Adaptive • Flexible • Responsive • Resources

  16. 4.0 Exploit web investments and CTI to build Customer Front Door Solution Business RulesRouting Reporting Customer Database

  17. #4 Re-use the Business Logic of existing Web Applications…

  18. Re-Use Business Logic of Existing Web Applications – End-End Experience

  19. 1- 800-987-6543 VXML “Transfer Funds ” Voice Communication Server “ Feb 26th” Re-Use Business Logic of Existing Web Applications Converge Web and Phone www.yourcompany.com <transfer date> HTML <Due Feb 26th> Back office Applications Web Application Server

  20. #5 Set up a clear migration path to VOIP systems…

  21. Migration path to IP • “SIP enables the power of open systems to be brought to the world of telecommunications • “Particularly in the contact center, due to the rich multi-media requirements, open systems allow customers to select non-proprietary hardware and software for queuing, routing and applying treatments to interactions.” • “For these reasons, we expect SIP to emerge as the de facto standard for enterprise IP communications” Frost & Sullivan Katrina Howell, Strategic Analyst/Program Manager, Frost & Sullivan

  22. Migration path to IP – Be Prepared What does IP create?? • IP catalyzes the separation of infrastructure and applications • IP allows an environment built for the vision many companies seek: - Centralized management of a distributed environment - Common routing and reporting engine for all media • IP extends the contact center further into the enterprise - Look across the enterprise for business enhancements • IP allows business partners to interact very closely through business processes - Transferring contacts and relevant data about the caller from center to center, between different enterprises

  23. #6 Keep Multi-Tenancy Self-Service as an option…

  24. Consider Multi-Tenancy Option • Provide Division, LOB with “Virtual IVR” Ports • Secure customer login • Real-time and Historical Reporting • ASR Log Manager • Manage Centrally as a Virtual Pool of Ports • Policy Manager – real-time policy enforcement across customers/applications • Bandwidth Manager – ensures WAN/LAN availability • Event Collector – for analysis and CDR creation • Call Status Monitor – variable real-time view of calls

  25. #7 Track and Measure every Customer Interaction through its entire Lifecycle…

  26. Track & Measure all Interactions • Measure a blend of both Efficiency and Effectiveness… Effectiveness Efficiency • IVR Containment vs. Opt-Outs • Average Speed of Answer • Average Agent Talk Time per Call • Average Calls Handled per Agent • IVR Task Rates • Transfers with Attached Data • Total Agent Talk Time • First Call Resolution • Caller Satisfaction • Customer Lifetime Value

  27. Track & Measure - End-to-End Customer Experience • The IVR is not a silo. • Anticipate partial call automation. • Seamless blending of self- and assisted- service. • Automation + CTI = • Enable not just efficient, but effectivecall routing. • Increase first call resolution and enhance customer service. • Complete Call Management: IVR  Routing  Passing Data  Call Center  Reporting Remember, to callers, it’s all just one service… …Customer Service!

  28. Track & Measure – Real-Time Surveys • Data coming out of a survey is only as good as the design & execution going into the survey. • Don’t take data at face-value. Interpret the results, considering various factors that could influence responses. • Work with experts who are familiar with the design and analysis of surveys and with automated voice applications. • Customer surveys are a valuable component of your contact center and customer service strategy. You can’t manage what you can’t measure.

  29. The 7 Essentials • Leverage experts in deploying open voice and speech standards; • Integrate self-service with agent-assisted service; • Apply the level of call automation that best serves customers; • Reuse the business logic of existing Web applications; • Set up a clear migration path to VoIP systems; • Keep “multi-tenancy” self-service as an option; and • Track and measure every customer interaction through its entire lifecycle

  30. Software migration roadmap Customers can keep existing hardware Application development and applications for VoiceXML are portable Finally: Update vs. Moving Truck approach of legacy IVRs

  31. Thank You

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