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Improving Experience & Efficiency through your IVR May 17 2012
What to expect fromthis presentation?Learn from our experience of working on a widerange of IVR projects. Be first to hear whatconsumers have told us about their likes anddislikesWhy IVR MattersWhy efficiency AND experience can go together
It is the emotional andpsychologicalrelationship you have withyour customers (Jay Ehret, Marketing Blog Spot)
This applies to us all regardless of what we do,public, private or charity
Mamma’s Best IVR muffins100g The structure / call flow / design100g Functionality (DTMF, voice rec, self serve)20g Routing60ml The scripts125g Voice messages1 ½ tsp Music All combine to create the sound of your IVR - therefore the sound of your brand
Question 4What actions do you take if you experience those issues?
Result56% are extremelylikely to hang up andabandon the call72% of those who hangup are extremely likelynot to call you back90% will switch provider
What Implicationsdoes this have for your business?
Customer CostCustomers are happy to pay a 10% premium forexcellent customer service rather than experiencingfrustrations and negative emotions (AmericanExpress, July 2011).
Customer CostIt costs five times as much to acquire a new customer as it does to keep one (Peters, 1987)
Question 5Who do you tell when you have a bad Experience?
Result90% will share with friends andfamily (9-10 people on averageand 13% will tell over 20)
Result 65% are highly likely to post on social networks (the averagefacebook user has 130 friends so word spreads fast
Question 6What would you like to hear when on hold or in queue?
ResultExpected wait time 86%Position in queue 69%Relevant messages 60%
Question 7How do you react when you have a positive experience?
Result 84% Give immediate feedback to the personwho resolved the enquiry 86% stay loyal 79.1% tell friends & family 32.6% post on social networks
Happy Callers, Happy StaffPositive feedback from callers helps the agents to overcome the emotional exhaustion they may go through which consequently will increase their job satisfaction and commitment to the organisation as well as reducing the percentage of absenteeism & intention to resign (Grebnel et al., 2003).
Advocacy – The Holy Grail? Attachment to the brand is a means to increase consumer loyalty(Chaudhuri &Holbrook, 2001)
Advocacyattitudinal loyalty and/or behavioural loyalty then advocacy this also has a positive effect on willingness to pay more, and encourages others to use the products; it is also negatively related to an increase in returning the product
Why is advocacy so valuable?• Positive effect on willingness to pay more, and• encourages others to use the products; it is also• related to a decrease in returning the product.This is the reason why having loyal customers whocan be considered as fans of a brand or company, isone of the most important goals a business mayhave. A loyal customer does more than any advert canfor a business, they become promoters – someonewho would answer ‘yes to the ultimate question –would you recommend us to a friend.
SummaryThe results suggest that there is a correlationbetween a positive pre agent experience and thesuccessful or unsuccessful outcome of that call.What happens to callers in the welcome, menuoptions and in queue or on hold experience –generates emotional reactions and subsequentbehavioural changes.
We know what customers have told usIs there a gap between them & industry professionals?
Operational ImpactAbandoned callsRight first time routingFirst call resolutionCall transfersAcceptance of self serveCall deflection to other channels
Operational Impact – Case Study 1SituationA major financial services brand came to us forhelp with reducing the number of call transfersthey were having to make.Customer satisfaction was low and each transferwas costing time and money.
Operational Impact – Case Study 2SituationOne of the largest consumer electronics retailersin Europe with 5 brands under one roofShifted calls from stores to central contactcentre and started to experience high callerabandonment, below target sales and poorcustomer sat scores
Create a human experience not a robotic one Create a tone of voice that reflects your brand and service values Strip away unnecessary layers of IVRUse words that mean the same to your customers If there is a wait time deliver personalised, and relevant content
SummaryUnderstanding underlying caller frustration, thebehaviours they cause and what we can do toinfluence them will help us to design and producecaller experiences that generates desirablebehaviours from both a customer experience andoperational perspective.These two aspects are sometimes seen as mutuallyexclusive and this study shows that they are in factcomplementary
Experience AND Efficiency? ExampleEvery caller who reaches the right place first time is positive for the customer (93% of them) and is a cheaper call to handle.
We can positively influence the behaviour of our customers when they get in touch if we do the right things.(However, if we do the wrong things we will create negative behaviours)
ROI FactorsAbandoned callsRight first time routingFirst call resolutionCall transfersAcceptance of self serveCall deflection to other channels
Build a Business Case Understanding the business case forchange is crucial in this climate. Makesure you know what each elements costs you
Communicate changes If you do make changes, communicate them internally and with customers.Sign post the different choices and explain why if necessary
IVR doesnt just impact telephony We saw earlier how positive customer feedback increases agent job satisfaction, and commitment to the organisation as well as reducing the percentage of absenteeism and intention to resign This means the IVR has wider consequences and can add even more value to the organisation as a whole
Listen to your experienceOn the way home dial in to your main numbersand listen to the experience in relation to the discussion today. What will you do differently?