When callers interact with your IVR, they want to be greeted by a system that works effectively and efficiently. Some of the main pain-points callers tell us about that relate to bad IVR experiences are where the IVR doesn’t support the basics of good IVR design. The biggest frustrations come from poor navigation, options that aren’t relevant to their reason for call, long-winded menu structures and a feeling of going around in circles and being lost in a hopeless loop when all they want is to get their task completed or speak to someone. Designing great IVR experiences starts with first understanding the basic needs of users.
In a bid to integrate silos of customer communications into a single multichannel customer experience, many organisations have changed who is corporately accountable. Increasingly we are seeing that individual having responsibilities for bringing brand/marketing in line with the customer experience as a whole. Rapidly gaining a full appreciation for the vagaries of contact centre operations, costs and metrics is essential in managing that organisational change successfully, and arriving at positive outcomes.
At a time when new channels are emerging, the differentiators for retailers are going to have an awful lot to do with how we segment, personalise, and serve through the IVR, conversational AI, web, smartphone and social media.