People Get Ready
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Given at SpeechTEK 2009, NYC.
- 1. Hey People! get ready!! get ready!! get ready!! PHILLIP HUNTER [email_address]
2. The Experience Economy
- How do you measure its impact?
3. Good Experienceis not is not
- A particular or more or better technology
- Constrained by channels, modalities, time, place, person, etc.
- Able to be fully, and maybe not mostly, controlled
4. Warning Signs
- Do you or does someone you know...
- Feel like you might not have a real strategy for your IVR service?
- Not recall the last time your company did a quality of service comparison of all customer channels side-by-side?
- Suspect your IVR policies might be anti-social?
- Believe that mobile, web, Twitter, and Facebook customer interactions have little or nothing to do with IVR?
5. Warning Signs
- Do you or does someone you know...
- Think that Intelligent IVR is like Sasquatch, rumored but never seen?
- Get frustrated by the lack of cooperation when callers zero out of the IVR?
- Think that the word design mean flowcharts and functional specifications?
6. Time to Move on
- Speech is the same as DTMF
- Personas must be used, but appropriately
- Both male and female voice talent is best
- Natural language wont get everything
- Containment rates arent the right metric
7. How did things get so bad?
- Our customers beat paths to our doors...
- Cost-focus made us decide wed better put in moats, mazes, and potholes to keep them away
- Somehow they keep coming back...
- But they figured out how to tunnel under and parachute in.
9. They can think?
- Direct email addresses accessed
- Attention-seeking behaviors
- This is not going to stop.
10. But this is an opportunity
11. Experience is a Gas
- Expands to fill the space its given
- Pervasive across channels
12. Experience is Electricity
- Jumps to wherever it can move and live
- Powered by outside forces
13. Tools are tools
- Technology connects things
- When connections are made, then things happen
- When the right things happen, we are all happy
14. Its not you, its you
- Demand strategies and assistance that make sense and are nimble
- But this is not a problem in search of technology
15. Remember why we are here
- Companies and vendors still treat phone calls as something to deflect
- Faddish techno-think still rules
- Designers have let marketers and cranks dominate the conversation
- We fail to learn from history and others mistakes
- We ignored, and still do, the rapid growth of alternate channels
- We blindly adhere to cost control
- We ignore the vast opportunities that the phone channel allows (billions of touches and chances to impress a customer)
16. Signs of Trouble
- The dominant companies give lip-service to truly capable enterprise IVR
- Rampant consolidation among poorly performing companies, and no one cares
- The use of CTI and other data sources are still not standard
- Stubborn and foolish independence abounds
- Silos remain firmly in place despite customer movements and new corollary channels
- Media coverage focused on bad experience, but no one does anything
- Many apps still sound and behave like its 1989
- Industry financial hardships before the economic crises
- Industry has not been turned to for additional savings in the economic crisis
17. What are you gonna do?
- No, really, what are YOU going to do?
- Are we going to let good experience become another buzz phrase?
18. Broken Record time
- We have to get serious about cross-channel analysis and cooperation
- Silo-ed companies are falling by the wayside
- Companies that care about experience are seeing success
19. Getting to the point
- Experience is the now and future
- It is harder and slippier than you think
- But you have to address what your customers are saying they are experiencing