People Get Ready

Hey People! get ready!! get ready!! get ready!! PHILLIP HUNTER [email_address]

The Experience Economy
What is good experience?
How do you create it?
How do you measure its impact?

Good Experience is not is not
A particular or more or better technology
Constrained by channels, modalities, time, place, person, etc.
Static or permanent
Able to be fully, and maybe not mostly, controlled

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?

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?

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” won’t get everything
Containment rates aren’t the right metric

How did things get so bad?
Our customers beat paths to our doors...
Cost-focus made us decide we’d better put in moats, mazes, and potholes to keep them away

But...
Somehow they keep coming back...
Even on the phone
But they figured out how to tunnel under and parachute in.

They can think?
IVR tip sheets
Direct numbers accessed
Direct email addresses accessed
Channel-switching
Attention-seeking behaviors
This is not going to stop.

But this is an opportunity
It’s not going to stop
Embrace or be erased

Experience is a Gas
Expands to fill the space its given
Pervasive across channels
Transitory and fragile

Experience is Electricity
Jumps to wherever it can move and live
Mobile transactions
Open/new channels
Powered by outside forces
cloud data access
increased savviness

Tools are tools
Technology connects things
When connections are made, then things happen
When the right things happen, we are all happy

It’s not you, it’s you
Demand strategies and assistance that make sense and are nimble
But this is not a problem in search of technology

Remember why we are here
Companies and vendors still treat phone calls as something to deflect
Faddish techno-think still rules
Little evolution of IVR
Designers have let marketers and cranks dominate the conversation
Lots of negative press
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)

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

What are you gonna do?
No, really, what are YOU going to do?
Are we going to let “good experience” become another buzz phrase?
Other areas are not
Customers are not

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

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

People Get Ready

by Phillip Hunter on Aug 26, 2009

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People Get Ready — Presentation Transcript