Customer Bill of Rights

Customer Bill of RightseBook

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At Genesys, we believe every customer is entitled to a great customer experience through any communication channel. While self-service IVRs

often are implemented as a way to keep costs down through call containment, self-service applications have more recently become a critical

opportunity to create better customer experiences. Here are ten rights that every customer should expect from a self-service experience and

that every business should strive to fulfill as they design their IVR application.

In this ebook, Genesys leverages our years of experience helping companies around the world deliver superior customer experiences to

highlight 10 key Customer Bill of Rights for a successful cloud self-service (IVR).

DELIVERING AN OPTIMAL SELF-SERVICE EXPERIENCEIMPLEMENTING A CUSTOMER BILL OF RIGHTS TO ENSURE ENGAGEMENT

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42% 33%

32%INCREASECROSS-SELLINGAND UP-SELLING

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IMPROVE CUSTOMER RETENTION

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IMPROVECUSTOMERSATISFACTION

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Addressing each of these reasons can positively impact bottom line revenue.

WHY IMPROVE CX?The top three reasons why businesses proactively manage and invest in customer experience are to:

TOP DRIVERS FOR IMPLEMENTING A BILL OF RIGHTS TO DELIVER AN ULTIMATE CUSTOMER EXPERIENCE









CUSTOMER BILL OF RIGHTS10 Keys for a Successful Cloud Self-Service Interactive Voice Response (IVR)

Set Clear Expectations

1Speak Clearly

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Avoid Having Customers Repeat Themselves

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Transfer Callers Correctly

8

Respect Callers Time

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Listen!10

Announce if Help is Available

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Control The Interaction

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Provide Consistency Across All Channels

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Remember The Customer

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Make it clear to customers what your IVR system can

help them with. If the system has a single purpose,

introduce that purpose to callers up front. If the system

can do several different things, create a clear and concise

menu structure that quickly educates callers about their

automated and self-service choices.

Whether intentional or not, many IVR systems seem to

confine callers within layers of nested menus, without

making it easy to learn if the reason for calling is

addressable by the system. While this design practice

might temporarily increase containment rates, it will

eventually frustrate callers and affect their loyalty to your

company. We believe the practice of confining callers in

automation has led to an industry-wide distrust of many

IVR systems; but the distrust and customer frustration can

be alleviated by clearly communicating to customers what

the IVR can and cannot do for them when they call.

THE RIGHT TO CLEAR EXPECTATIONSBUILD TRUST WITH YOUR CUSTOMERS BY CLEARLY COMMUNICATING WHAT THE IVR CAN AND CAN’T DO FOR THEM

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A self-service solution should not keep secrets. So, if

a representative is available to help, let callers know that

they have a choice to either use automation or speak

with a representative for tasks that can’t be resolved via

self-service. Over time, callers will learn to use automation

when it serves their needs, rather than spending their time

trying to trick all levels of containment. Just like customers

know that an ATM is purely there for self-service, some

IVR applications can be built with the same mindset.

It’s important for the IVR to be clear with callers about

whether or not self-service automation exists for their

question or issue. If companies need to hide behind

the IVR because they are afraid to tell callers that

representatives are or are not available, then they

need to reconsider their business rules, the design

of their IVR, or both!

THE RIGHT TO KNOW WHETHER OR NOT LIVE HELP IS AVAILABLEBE CLEAR WITH CALLERS ABOUT WHETHER OR NOT SELF-SERVICE AUTOMATION OR LIVE AGENTS EXIST FOR THEIR QUESTION OR ISSUE


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THE RIGHT TO CONTROL THE INTERACTION PUT YOUR CUSTOMERS IN THE DRIVERS SEAT


A well-designed IVR system should always make callers

feel like they are in complete control of an interaction,

even when the system is carefully leading callers down

a path. For example, if there is important information that

callers need to remember, the IVR should offer to wait

while the caller gets a pen and paper. It should then let

callers decide when to move on by telling them to say,

“I’m ready,” when they have a pen. It should also allow

the caller to decide when to repeat information and

when to move on with a simple, “Should I repeat that?”

Too many IVR systems seem to take charge of the

interaction. This happens when the IVR reads out a

long message before presenting the first menu options,

or when it makes assumptions about what callers want

to do without asking them first.

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Make sure that your self-service has a consistent feel across all applications, be it customer service, billing and payments,

or technical issues. Do this by using consistent style and language as you craft new prompts, and by recording all prompts

using a consistent voice talent and coaching style. If a decision is made to deliberately use a different voice for a new piece

of functionality, make sure there is a clean handoff from one voice to the other, just like a human would hand the call off to

another human. Avoid stitched together functionality with prompts in multiple voices, and consider the caller experience when

transferring from one system to another.

THE RIGHT TO A CONSISTENT CUSTOMER EXPERIENCEBE CONSISTENT WITH ALL CONTACT CHANNELS, NOT JUST IVR

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Wherever possible, use all available data about your callers

to drive an intelligent interaction with them. Imagine an

IVR system that starts the call in the customers preferred

language, adds available data, and makes an intelligent

assumption that it verifies with the customer? Ninety

percent of the time, the system has made the right

assumption, and instantly gains the trust of the caller,

enabling automation to work.

Just as an online store may make recommendations

to you based on your previous purchase, an intelligent

self-service solution should be able to treat a caller

differently, based on what the system knows about that

caller. Today’s companies store large amounts of data

that can be used to make self-service more intelligent,

by tailoring the menu options and the order of those

options, or asking specific questions and presenting

information that is relevant to a specific caller. As long as

the IVR continues to follow Right #3, an added layer of

intelligence results in an improved customer experience.

THE RIGHT TO BE REMEMBEREDADDING INTELLIGENCE TO YOUR SELF-SERVICE SOLUTION IS SMART

Thanks for calling ACME. I see you placed an order yesterday. Is that what you’re calling about today?

“”


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Establish reciprocity by giving customers clear direction

about what is expected of them and what the IVR will

do for them in return. Make every single word in your

IVR count. If a sentence or word doesn’t need to be there

to drive the interaction forward, remove it. Tell callers

about their options using simple, clear language. Coach

your voice talent to talk to callers like a friend or trusted

advisor who is both friendly and efficient. Don’t talk to

callers using language from a law school text book or a

detailed technical manual. Try not to overfill your scripts

with, “please”, “thank you”, or “your call is important to

us” just to create the illusion of caring.

The general rules of interaction are the same, whether

between a customer and a live agent, or a customer and

an automated self-service solution. IVR systems often have

one chance to convey information to callers and help them

with the issue they called about. A system that talks down

to customers, confuses them or misleads them will cost

you customers.

THE RIGHT TO BE SPOKEN TO CLEARLYMAKE EVERY SINGLE WORD IN YOUR IVR COUNT

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THE RIGHT TO NOT HAVE TO REPEAT INFORMATIONRELY UPON COMPUTER TELEPHONY INTEGRATION INFORMATION TO STREAMLINE INTERACTIONS


If the IVR is going to collect information from a caller,

make sure that information is not asked for again – not by

the IVR itself somewhere else in the flow, and not by a

representative after the call is transferred. Utilize Computer

Telephony Integration (CTI) screen pop in your call centers

to provide details to agents about what was already

accomplished in the IVR before the call was transferred.

Train representatives to use the CTI information presented

on their desktop appropriately and not get into a routine of

simply following a script.

Similarly, when the IVR asks callers for information,

like their account number, callers expect that information

to be passed along to an agent if the call is transferred.

If callers have to provide that account number twice, they

will get frustrated. Customer experience is defined by the

interactions from the time the call is answered, to the time

the caller hangs up.

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Make sure the questions callers answer and the options

they choose in the IVR map correctly to the agent they are

transferred to within the contact center. Don’t waste your

customers’ time by asking them to hold excessively so you

can get them to the right agent, only to bounce them from

one person to the next in the call center. When designing

a call flow, make sure everyone understands and agrees

on the call center skills that are available as final routing

destinations, and the types of problems that each of

those skills can answer.

Done correctly, with an understanding of business rules

and the contact center breakdown, there should rarely be

a need to transfer a caller who started in the self-service

IVR from one agent to another. The IVR misroute is an

often overlooked metric that can be swept under the

rug in the quest for higher containment rates.

THE RIGHT TO BE TRANSFERRED CORRECTLY THE FIRST TIMEMAP YOUR IVR CALL FLOW APPROPRIATELY

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THE RIGHT TO HAVE TIME RESPECTEDACKNOWLEDGING WAIT TIMES AND OFFERING ALTERNATIVES CAN HELP SAVE A CUSTOMERS PATIENCE

After 20 minutes on hold, hearing periodic messages that say “Your callis important to us”, callers are bound to stop believing you.


Always consider the customer experience when making

decisions about acceptable:

• HOLD TIMES

• NUMBER OF STEPS IN A SELF-SERVICE INTERACTION

• LENGTH OF A MARKETING MESSAGE THAT PLAYS DURING CALLS

If hold times are long, let callers know how long they

might have to wait and consider giving them an option

to leave a message, request a callback, or submit their

question via another channel like email, text message,

or web chat.

Depending on the reason for their call, callers may get

frustrated with long wait times. Similarly, even callers who

are happy to play along with the IVR at the start of a call

will eventually reach their limit if the IVR asks too many

questions, or talks too much. When designing a new call

flow or adding to an existing one, take the time to walk

through it as if you are an end user, and be honest about

whether or not the IVR is wasting your time.

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Listen to your customers – they ultimately decide

whether your self-service IVR is successful or not, and

they will provide the most useful data you have about

how to improve it.

While caller surveys can provide one important view

of caller satisfaction, most callers do not want to stay on

the line any longer than they have to. If you are going

to implement a post-call survey, keep it brief. Sending a

survey via your customers’ preferred channel, be it email,

SMS message or SMS with a link to a mobile optimized

website are great ways to increase survey response rates.

And in the interest of listening to your callers, make sure

to include an open-ended question that asks callers to

indicate if they are dissatisfied.

THE RIGHT TO BE LISTENED TOCUSTOMERS WANT TO BE HEARD – MAKE SURE YOU HAVE THE VARIOUS MEANS TO HEAR WHAT THEY ARE SAYING

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Take Your Customer Experience to the Next LevelThese 10 Caller Bill of Rights are customer focused best practices to ensure that your self-service IVR solutions are interacting with your customers in a meaningful and rewarding manner. Reporting data about how callers are using self-service, and qualitative data gained from listening to recorded calls, can uncover which specific improvements are needed. By employing the quantitative and qualitative analysis you will learn even more about how effectively customers are engaging with your company and allow you to design a self-service IVR that will optimize the overall customer journey to deliver a world-class customer experience.

Let Genesys help you stand apart and have your customers actually rave about their IVR experience!

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Genesys is the market leader in multi-channel customer experience (CX) and contact center solutions in the cloud and on-premises. We help brands of all sizes make great CX great business. The Genesys Customer Experience Platform powers optimal customer journeys consistently across all touchpoints, channels and interactions to turn customers into brand advocates. Genesys is trusted by over 4,500 customers in 80 countries to orchestrate more than 100 million digital and voice interactions each day.

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Customer Bill of Rights