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WHAT IS VISUAL IVR The Internet and mobile devices have had a huge impact on customer expectations. These days, customers can call your company from anywhere, day or night. As a result, many of them prefer to skip the traditional IVR experience and are looking for new ways to communicate with organizations, while leveraging the mobility capabilities they love to use. This presents new growth opportunities for organizations. The traditional IVR investment can now be transformed into a win- win use case for both for the organization and the customer. If scanning a screen is quicker than listening to lengthy menus, why not make your current IVR system visual and easily accessible from your company’s website or your customer’s mobile phone? Now you can expand the IVR experience by providing visually guided menus on your website or on your customer’s Smartphone. Visual IVR provides your customers with a convenient menu driven interface to your IVR. This allows your users to quickly select the options they need, saving them time, and you money. Navigating an IVR is cumbersome, waiting to hear all the right options to make sure you select the right one. Oh, and don’t get us started on voice recognition…who doesn’t love hearing “Sorry, I didn’t understand”. And IVR on a mobile device is even trickier. The caller needs to constantly pull the phone away from their ear to press the right button. Let’s face it, IVR and Mobile just are not made for each other. So what does Visual IVR look like? Visual IVR presents your users with a menu driven interface to your IVR system, which you can make available on your website or your mobile app. Now your customers can simply click or touch their way through the IVR system without listening to each option. The best part? It works seamlessly with your existing IVR system. There is no costly rip and replace or rewrite. Visual IVR uses your existing IVR scripts, allowing your customers the choice of using a conventional IVR or the new Visual IVR. Visual IVR is sometimes known as Graphical Content Routing (GCR). Both terms refer to the ability to extend the IVR out to a visual medium across new touchpoints. To learn more, visit our website - http://www.jacada.com/?pk_campaign=Content_Gen&pk_kwd=slideshare
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Touchscreen Self-Service: How to Transform the Self-Service Customer Experience
By Dr. Natalie Petouhoff www.DrNatalieNews.com @DrNatalie on Twitter
Customer Service & Customer
Experience / CRM
PWC Management Consultant
Top Forrester
Customer Service,
Social Media, CRM
Analyst
Chief Strategist for Social Media &
Digital Communications
PR & Marketing Agency
Dr. Natalie’s Background
Analyst Rankings:
Instructor at Center for Entertainment, Media
and Sports Summer Institutes at UCLA Anderson
I’ve Written Books or Chapters In Other People’s Books
Quoted in the News
The Agenda
• Origins of Self-Service Technology
• The Evolution of Self-Service Technology
• How Touchscreen Self-Service is Transforming the Customer Experience
Setting the Stage for Evolution: 1939 New York’s World Fair
Speech was on: • Radio • Television
Attendance: 206,000
http://blog.modernmechanix.com/science-secrets-revealed-at-new-york-worlds-fail/
The 1939 World’s Fair’s Theme…
Building The World of Tomorrow
http://www.earlytelevision.org/pdf/preview_of_tv.pdf
• Can you imagine needing a brochure to explain TV? • The brochure answered FAQs • TV was one of the hot, new technologies
http://www.earlytelevision.org/pdf/preview_of_tv.pdf
The questions back then were -- so basic…. “Will a TV receiver purchased in one city receive programs in another city?” “How many people can comfortably see a TV broadcast?”
Along with the brochure, people at the Fair who saw themselves on TV… were given a certificate to prove what they saw— was so…
Even back then, companies were
counting on word-of-mouth…
Average TV audience was 8,000 people Dramatic shows most popular
Program production costs are $10K-$15K/ week
Another important technology that contributed to the IVR technology
we have today was at the 1939 Fair: the Voder
It synthesized human speech by breaking it down into sounds & reproducing them electronically
And at the Fair, the Voder Machine was used for the voice of a robot Elektro (by Westinghouse)
This was the beginnings of speech technology later deveioped into speech recognition & IVRs
Technology continued to evolve…
Another key component of IVRs was • DTMF (Dual Tone Multi-Frequency) • Allowed customers to be routed without a human operator • Before that answering, connecting & transferring customer to the right
person required a switchboard operator
Each key has certain tones or Frequencies assigned to it…
Other technologies continued to evolve… The first interactive touchscreens
This is the University of Illinois Plato IV, used in a classroom Allowing students to touch the screen to answer questions.
Nearly 30 years after the Voder, the first touchscreens started to appear
TV Shows like Star Trek paralleled the advancement of
touch screen technology
Star Trek Bridge Touch Screens
IBM & Bell South: Simon Personal Communicator
Apple’s Touch-capable Newton PDA
Touchscreens are now everywhere
Homes…
Retail Cashier Machines…
Food Menus In Restaurants…
Automated Attendant to… Voice Response Units to…
Interactive Voice Response…
Technology continued to evolve from…
Along with that came Very long IVR scripts
And prompts
Why not Customer Service? Customer Get Frustrated
With Push-Button Phone IVRs
Requires customers listen & remember the phone tree menu
Not much has changed…
IBM Self-Service Study 2007 • 69% experienced technical difficulties with self-service
2011 • 83% of customers still feel IVR systems provide either:
• No benefit at all or • Only a cost savings to the company
• 67% still prefer live-agent service
The problem: Agent-assisted service is the most costly option of service
THE PROMISE OF SELF-SERVICE
Self-service proposed benefits • Offer a user-friendly, practical, self-service channel • Lower agent-assisted call volume • Improve call center efficiency and capacity • Free-up Customer Service agents to handle more complicated cases • Lower average handling time (AHT) • Minimize holding time • Drive more accurate routing:
• Direct customer to the right agent, the first time • Reduce costs:
• Downsize telephony • training costs • Agent frustration, stress and hence attrition.
Gen X, Y Z are the largest group of customers
aka Silent Generation or
Golden Generation
aka Millennials
40M
80M
140M
20M
While most people do still use the phone, people are migrating to other channels, web, social text…
0%
10%
20%
30%
40%
50%
60%
70%
80%
Phone Web Social SMS
Older Boomers & Golden Gen (56+)
Gen X & Younger Boomers (36-55)
Gen Y & Younger (18-35)
• Part of that is because they know the phone works • Part of it’s because the other channels are new • Or need improvements
Generational Differences are Driving New Preferences in The Device they receive service on…
Self-Service Couldn’t Deliver on the Promise Customers: • Hated trying to remember lengthy call menus to know which button
corresponded to the service they needed • Didn’t bother listening and “zero-out” • System randomly disconnected them • Frustrated, customers hang-up
Testing IVR for Great Customer Experience
Often only best-in-class companies tested their IVRs: • Validate the scripting • The prompts • Confirm menu options were helpful to customers • So the IVR didn’t result in customers opting to speak to an agent
The result? IVRs were designed to reduce agent-assisted call length • But when the customer experience was
poor, IVRs didn’t lower agent-assisted calls • Agent salaries: one of the biggest costs • Self-service failed to deliver on the promise
of greatly reducing costs
The B.I.G. Question is…
What’s the best IVR strategy & technology? • Simple • Easy to use • User-friendly • Become customer’s preference over calling • Contact center doesn’t need to do a rip &
replace of the current IVR
Evolution: Push-Button IVR ?????
Before Press 1 for…
Press 1 for…
Press 2 for…
Press 3 for…
Press 0 for Operator
What if Customers… • Could see the prompts on their phone • Didn’t have to try to remember what each prompt said • Didn’t have to move the phone from their ear to look at
the key pad & recall which number to push
Might make customer satisfaction
go up…. Among other things…..
The Contact
Center is
Like a
Canary in
Coal Mine
It’s always been true…
• What’s working • What’s not working • What would be better if…
Can be seen by evaluating
customer conversations…
Most everything the business needs to know…
But it’s been difficult to “get”
senior management to understand that…
Today Customer’s Post Comments online… • On review sites like – Yelp, Amazon… • On Facebook • On Twitter • In Forums & Communities…
Just because a company is not listening online, doesn’t mean that customer’s are not posting…
What is wrong in a company often is posted in social networks
Most everything the business needs to know… • What’s working • What’s not working • What would be better if…
Can be seen in social networks…
Word-of-mouth in social media tends to be very direct & authentic
Technology Evolution: Offer a Better Customer Experience
with Touchscreen IVR
Customers can: • See the prompts on their phone • Don’t need to remember what
each prompt said • Don’t have to move the phone
from their ear • Look at the key pad & recall
which number to push
How a Visual IVR works: Customer Chooses:
All Reservations
Then Chooses: Change
Reservation
Customer Enters the Confirmation Number
Or the Customer has the choice to Talk to an Agent who has all their information
All the customer interaction data is preserved so customer doesn’t have to repeat to agent what they did…
The same visual IVR on the phone…
…works on the Website, too!
The customer reads the
menu choices
…picks the item they need
Easily follow the options…
…and the choices
They can identify
themselves
…Its all so easy….
Using Touchscreen IVRs Take Less Time
No Need to Retire the Current IVR Technology, i. e., Rip and Replace…
Just Evolve The IVR’s Interface
• Takes Your Current IVR • The Technology Interprets the IVR
• Renders a Visual IVR with enhanced features for Your Website & Mobile Devices
Changes Within One Channel are Immediately Duplicated to All Presences
IVR Script Editor
Deployment Schedule Is Short
Let’s look at a website: Old Way to Reach Out To a Company:
Contact Us Form
•1-800 number •E-Mail, fill out form •Static FAQs •Static Links •Static Helpful Links
New Way to Reach Out To a Company: Contact Us Form… but…
Click on Visual IVR
Website button
Customer Experience: Customer Touches the option to get help
Customer Experience: Customer Answers the question
Contact Us Becomes An Interactive, Visual Touchscreen With Easy to Read Options
Visual IVR Menu Opens Up
Customers can: • See the choices • Touch the screen to
get what they need
Answer is presented
If the customers wants to talk to someone, they can • Call • Chat…
Chat box opens
All customer interactions can be seen by agent • So agent is not starting from scratch • Customer experience across all channels is perserved • Customer can get specific questions answered quickly
• Not sure how to integrate chat to your website?
• Now you can save yourself the cost of figuring that out!
Customer can navigate backwards
Traditional IVRs force customers to listen to a whole menu • Often going backwards is difficult or impossible or • The IVR hangs up on the customer
What’s on the website is exactly the same mobile devices
• Don’t have a mobile app? • Now you can save yourself
the cost of creating one!
You can get your customers started by sending them a Text Message
One Click and the Visual IVR Menu Opens Up on the Mobile Device
If customers don’t have smart phone…
• While web, mobile web and native iOS and Android are very popular, there are large sections of customers who do not have smart phones
• The Visual IVR can support non-feature rich phones through the USSD (Unstructured Supplementary Service Data) protocol
• USSD is supported across most GSM carriers and • Provides an alternative mechanism for rendering a visual IVR
interface to these types of customers
The Business Case For Visual IVR*** • Decreasing the number of “zero-outs” or agent-assisted calls • Knowing more about the customer and why they are calling if
they opt to talk to an agent so you can: • Decrease Average Handle Time • Increase First Contact Resolution and • Eliminate asking a customer to repeat their interaction
history and details of their story / issue when they connect to an agent
• Providing a consistent experience regardless of which channel the customer uses
***Upcoming white paper… on all of this…
The ROI of Visual IVRs
www.visual-ivr.com/calculator.
23% Reduced Call Volume
73% Minutes Deflected
4% Reduction in Call Transfers
IVR “zero-out” rate is greater than 7%
Percentage of call transfer within contact center is high
Your company’s website is listed on sites that show customers how to “zero-out” to reach an agent
Grumpy customers Often customers who use an IVR still reach out to an agent,
and are even more frustrated than when they first tried to reach the company
Signs Your IVR is Not Meeting Customer Expectations
Ask your customers if they feel: Forced to listen to long, introductory prompts? Are the menu options so long that they have a difficult time deciphering or remembering
which option to choose? Is the navigation path clear, i.e., is it easy for them choose the right option to get their
answer as well as to go back to the main or previous menu? Does the IVR system hang-up on them when they don’t respond fast enough or go down a
IVR path that is a dead-end? When picking an IVR menu option, does the agent receive the information about the
customer or does the customer have to repeat it all once connected with an agent? (I.e., is the agent desktop computer telephony integration (CTI) delivering all customer interaction data to the agent?)
When using your IVR, especially on mobile devices, do customers become frustrated, and
just zero-out vs. navigate the IVR menu tree?
Sample Questions To Ask Customer’s About Your IVR
