How Visual Self-Service Drives Great Customer Experience

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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 -
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How Visual Self-Service Drives Great Customer Experience

  1. 1. Touchscreen Self-Service: How to Transform the Self-Service Customer Experience By Dr. Natalie Petouhoff www.DrNatalieNews.com @DrNatalie on Twitter
  2. 2. Dr. Natalie’s Background Analyst Rankings: Customer Service & Customer Experience / CRM PWC Management Consultant Chief Strategist for Social Media & Digital Communications PR & Marketing Agency Top Forrester Customer Service, Social Media, CRM Analyst Instructor at Center for Entertainment, Media and Sports Summer Institutes at UCLA Anderson
  3. 3. I’ve Written Books or Chapters In Other People’s Books
  4. 4. Quoted in the News
  5. 5. The Agenda • Origins of Self-Service Technology • The Evolution of Self-Service Technology • How Touchscreen Self-Service is Transforming the Customer Experience
  6. 6. Setting the Stage for Evolution: 1939 New York’s World Fair Attendance: 206,000 http://blog.modernmechanix.com/science-secrets-revealed-at-new-york-worlds-fail/ Speech was on: • Radio • Television
  7. 7. The 1939 World’s Fair’s Theme… Building The World of Tomorrow
  8. 8. • 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
  9. 9. 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?” http://www.earlytelevision.org/pdf/preview_of_tv.pdf
  10. 10. 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…
  11. 11. Average TV audience was 8,000 people Dramatic shows most popular Program production costs are $10K-$15K/ week
  12. 12. 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
  13. 13. 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
  14. 14. 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…
  15. 15. Other technologies continued to evolve… The first interactive touchscreens Nearly 30 years after the Voder, the first touchscreens started to appear This is the University of Illinois Plato IV, used in a classroom Allowing students to touch the screen to answer questions.
  16. 16. 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
  17. 17. Touchscreens are now everywhere Homes… Retail Cashier Machines… Food Menus In Restaurants…
  18. 18. Technology continued to evolve from… Automated Attendant to… Voice Response Units to… Interactive Voice Response… Along with that came Very long IVR scripts And prompts
  19. 19. Why not Customer Service? Customer Get Frustrated With Push-Button Phone IVRs Requires customers listen & remember the phone tree menu
  20. 20. 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
  21. 21. 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.
  22. 22. Gen X, Y Z are the largest group of customers 40M aka Silent Generation or Golden Generation 80M 140M aka Millennials 20M
  23. 23. While most people do still use the phone, people are migrating to other channels, web, social text… • Part of that is because they know the phone works • Part of it’s because the other channels are new • Or need improvements 80% 70% Older Boomers & Golden Gen (56+) 60% 50% Gen X & Younger Boomers (36-55) 40% 30% Gen Y & Younger (18-35) 20% 10% 0% Phone Web Social SMS
  24. 24. Generational Differences are Driving New Preferences in The Device they receive service on…
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. Evolution: Push-Button IVR  ????? Before Press 1 for… Press 1 for… Press 2 for… Press 3 for… Press 0 for Operator
  29. 29. 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…..
  30. 30. It’s always been true… The Contact Center is Like a Canary in Coal Mine
  31. 31. Most everything the business needs to know… • What’s working • What’s not working • What would be better if… Can be seen by evaluating customer conversations… But it’s been difficult to “get” senior management to understand that…
  32. 32. 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
  33. 33. Word-of-mouth in social media tends to be very direct & authentic 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…
  34. 34. 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
  35. 35. How a Visual IVR works: Customer Chooses: All Reservations Then Chooses: Change Reservation
  36. 36. Customer Enters the Confirmation Number
  37. 37. 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…
  38. 38. The same visual IVR on the phone… …works on the Website, too!
  39. 39. The customer reads the menu choices …picks the item they need
  40. 40. Easily follow the options… …and the choices
  41. 41. They can identify themselves …Its all so easy….
  42. 42. Using Touchscreen IVRs Take Less Time
  43. 43. No Need to Retire the Current IVR Technology, i. e., Rip and Replace… Just Evolve The IVR’s Interface
  44. 44. • Takes Your Current IVR • The Technology Interprets the IVR • Renders a Visual IVR with enhanced features for Your Website & Mobile Devices
  45. 45. Changes Within One Channel are Immediately Duplicated to All Presences IVR Script Editor
  46. 46. Deployment Schedule Is Short
  47. 47. 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
  48. 48. New Way to Reach Out To a Company: Contact Us Form… but… Click on Visual IVR Website button
  49. 49. Customer Experience: Customer Touches the option to get help
  50. 50. Customer Experience: Customer Answers the question
  51. 51. 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
  52. 52. Answer is presented If the customers wants to talk to someone, they can • Call • Chat…
  53. 53. Chat box opens • Not sure how to integrate chat to your website? • Now you can save yourself the cost of figuring that out! 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
  54. 54. 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
  55. 55. 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!
  56. 56. You can get your customers started by sending them a Text Message
  57. 57. One Click and the Visual IVR Menu Opens Up on the Mobile Device
  58. 58. 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
  59. 59. 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…
  60. 60. The ROI of Visual IVRs 23% Reduced Call Volume 4% Reduction in Call Transfers 73% Minutes Deflected www.visual-ivr.com/calculator.
  61. 61. Signs Your IVR is Not Meeting Customer Expectations  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
  62. 62. Sample Questions To Ask Customer’s About Your IVR 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?
  63. 63. THANK YOU! DoctorNatalie@gmail.com @DrNatalie www.DrNatalieNews.com Q&A

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