a solid customer experience strategy starts with your ivr
Post on 13-Apr-2017
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3 Confidential and Proprietary.
Agenda
Phone Self-‐Service in a Digital World
Reasons to Update Your IVR
5 Best Practices for a Modern IVR
Case Studies
Q&A
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Customers are switching to digital tools
64% of customers use at least three different channels for support.
Over 60% of customers review information on digital channels before contacting an agent.
If customers knew they could get a resolution to their issues on the first attempt, over 70% would choose a channel other than phone.70%
60%
64%
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But they are overwhelmed with channel choice
Automated IVR
Website or FAQ pages
Live-agent serviceSelf-service
Web
Mobile
Social media
Phone
Web chat
Search Mobile application
Communities
Query notanswered
Mobile application
Phone
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When reaching out to customer service, through which channels have you had the most success resolving your issues on the first attempt?
Customers still rely on the phone for resolving issues
1%
2%
3%
5%
5%
7%
7%
11%
19%
36%
75%
0% 20% 40% 60% 80% 100%
Automated speech IVR
Automated touchtone IVR
Communities
SMS
Social media
Mobile application
Website / FAQ pages
Live chat (mobile or web)
Phone call
Percentage of respondents
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2%
3%
4%
8%
8%
10%
15%
18%
22%
31%
38%
43%
0% 20% 40% 60%
Other
Inconsistent information in different channels
Disjointed experience when I switch channnel
Technical issues with support channels
Agent knowledge and courtesy
Difficult to find information on web or mobile app
Having to repeat information
It takes a long time to find the answer
Transfers
Wait times to interact with a live agent
Difficult to reach a representative
Automated telephony is annoying
Percentage of respondents
But automated telephony remains the biggest frustration
Total respondents = 400
What are the top issues that you experience with customer service?
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What makes a good customer support experience?
ü Resolutions on first contact
ü Simple connections between self-service and live support
ü Fast agent response rates
ü Minimal hold times / transfers
ü Access to knowledgeable agents
ü Simplified digital information
ü Personalized support
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3. Use & support
4. Recommend
5. Repurchase
1. Research
2. Select & purchase
Customers need connected experiences
website
social media
store
website
mobile app
store
word of mouth
social mediamobile app
phone
social media
IVR
phone call
web chat
FAQ pages
website
mobile app
store
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Phone self-service should map to digital experiences
Context awareSystem knows what device customer is using and data persists across channels
and devices
Personalized Interaction is supported by backend decisioningsystems and relevant
customer data
BrandCustomer can feel
‘satisfied’ in one touch, regardless of channels
Blended serviceSelf-service and agented service are integrated
and consistent
Value metricsSuccess criteria
measured in customer and transaction value
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Customers gain more personalized menu options
§ Hear simple, personalized menus
§ Can arrange a call back instead of waiting on hold
§ Are routed to the most knowledgeable agent
§ Don’t need to repeat their information
§ View supplementary visual information
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Agents are empowered to assist customers
§ Receive updated customer information including historical context
§ Are empowered to assist customers in their field of expertize
§ Can proactively push data during a call
§ Gain a more balanced call schedule
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Contact centers can improve processes and efficiency
§ Can balance call volumes using call back options
§ Gain insight into IVR menu success and task resolutions
§ Improve processes for customers and agents
§ See increased customer and agent satisfaction
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Questions to address
§ Which support questions can be addressed entirely in self-service?
§ How can menu choices be personalized to improve the experience?
§ When should customers be encouraged to authenticate themselves?
§ How can existing customer data be used to preempt customer needs?
§ Can mobile applications and websites be personalized to customer preferences and devices?
19 Confidential and Proprietary.
1. Integrate IVR with an Omnichannel Experience
Website
IVR
Contact Center
Seeking Information Purchase
Need Support
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1. Integrate IVR with an Omnichannel Experience
Website search
Click to Call Hotline
Make purchase in
Store
Download App
Receive Mobile Coupon
Click To Call Help
Make Purchase
Deliver the Optimal Low-‐Effort Experience and Shape Customer Behavior
Website
Mobile App
IVR
Store
Contact Center
21 Confidential and Proprietary.
2. Capitalize on Mobile Capabilities
Example Use CasesCallbacks � Scheduling Appointment � Surveys
22 Confidential and Proprietary.
3. Simplify Self-‐Service Options
Thank you for calling. Please listen closely as our menu options have changed.
If you are a current customer, press or say 1. If you are calling with a question about a …
As a current customer, are you calling about a recent order, a delivered shipment
Hi Mary. Thanks for calling back. Are you calling about the order that was delivered last week?
23 Confidential and Proprietary.
4. Utilize Data…lots of it
+
CRMü Personalization
ü Predictive
ü Proactive
IVR
=
26 Confidential and Proprietary.
“We were saving a minimal amount a couple of years ago. Now we’re well into a million dollars of annual savings per brand.“
John DibrangoChannel Management and Governance DirectorAstraZeneca
Customer Success Story: AstraZeneca
Finding a Remedy for IVR Growing Pains
Challenges• Streamline numerous, disparate IVRs from multiple vendors.
• Improve self-‐service capabilities as majority of calls went to agents
• Reduce cost and time to make frequent changes required by industry regulation.
SolutionGenesys business intelligence analytics capabilities drove IVR streamlining, flexibility and cost reductions.
Results• Self-‐service rates increased by more than 100%• Live agent calls reduced by 80%• Saved millions of dollars per brand, per year.• Gained holistic view across programs, brands, and voice applications.
Industry Pharmaceutical Region North America
27 Confidential and Proprietary.
Over 20 IVR Apps – Now Controlled by the Business
Challenges• IVR platform was end-‐of-‐life• Needed ability to easily & quickly make updates to the IVR
• Required scalability
SolutionDesigner allows business-‐users make updates to the IVR.
Results• 20+ distinct applications being deployed• Fast & easy migration to the cloud• Provides foundation for additional Genesysproducts
Industry Hi-‐techRegion Global
“We felt like the tools were better, more responsive, and less complicated than the other vendors. It's more configuration and less coding. We thought the reporting looked good. Those capabilities looked strong.“
Sr. Business Program Manager, IVR
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Summary
§ Phone self-service should be used to deliver positive customer experiences
§ Create seamless transitions from self-service to live service
§ Connect context across channels
§ Ensure customers are educated around the best way to find resolutions
§ Evaluate customer satisfaction and adapt menus
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