IVR interactive voice recognition customer experience

Why Interactive Voice Response or IVR is Still Needed for a Great CX

When it comes to customer experience or CX, almost every business out there is looking forDigital Enablement or Digital Execution. Service channels such as mobile, web and apps can provide a ton of benefits for businesses and customers alike. For instance, service has the potential to be much faster, service costs lower and wait times non-existent if these digital channels are executed propoerly and part of a bigger omni-channel. However, many of these channels are often unable to offer the abilities needed to finish service transactions or address complex queries.

So, what happens when these options reach the end of their tether? Customers switch to phones.

This is why IVR optimization is the need of the hour.IVR-voice-recognition-sml.jpgcustomer retention podcast webinar

Customer Experience or CX experts are currently focused on channel optimization rather than expansion.

In order to meet demands, most businesses invest in non-IVR channels such as digital or social. However, the increase in channel availability isn’t doing much. In fact, only 25% of customers use more than one channel. The main reason is that these services fail very often.

With these shifts occurring, the IVR has been pushed to the backseat. It has often been considered either a dead option or an ignored one; however this appears to be a clear oversight. IVRs may not be as impressive as mobile apps or video chats, but, IVRs are still responsible for over a million calls across most businesses. More importantly, the IVR is what most customers still opt for.

A New Perspective

Channel preference is determined by the speed and convenience of problem resolution. Complicated issues tempt customers into picking up the phone rather than using any other channel. However, numbers indicate that businesses hardly use IVRs for dealing with resolutions. Navigation isn’t easy for many customers and as a result of platform complexity, they usually end up reaching out to the costliest point of contact – the customer service agent.

An IVR has two objectives: eliminate the role of an agent and guide the caller to the appropriate spot. High-end IVRs rely on touchtone and speech and fine tuning touchtone applications can save money. Irrespective of the type of IVR system used, businesses must learn to make the most of it. 

Like this? Liste nto our podcast with Flamingo CEO Catriona Wallace as she shares insights into AI, and the future of the digital assistant

A well planned use of existing IVR systems can help create an improved customer experience and actually resolve problems, no matter how complicated. In case, the option of self service does not exist, businesses must use their IVR systems to guide customers quickly and efficiently. A complication free system can prove to be very beneficial for customers and businesses alike.

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Brad Arsenault

Written by Brad Arsenault

Brad is the Head of Marketing at Fifth Quadrant. For over 16 years he's worked across digital marketing and content production. He actively publishes content on LinkedIn and Medium.

Topics: Customer experience CX

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