enterprise voice portals: ears are more valuable than eyeballs. john hibel vice president of...
Post on 16-Jan-2016
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Web portals are key point of entry
Web portals are key point of entry
•Marketing Investment
•Introduction to the Enterprise
•Convey Brand Messaging
•Enable Transactions
•Capture Leads
Hold the phone…
• Each month, hundreds of prospects click through our web portal and decide to contact us.
• They’re just one click away from a web contact form…
• …But almost exactly half still pick up a phone!
Are we missing an opportunity?
• If ~50% prefer the phone, could an alternate entry point be additive?
• Are Ears more valuable?
– Less inclined to browse
– Closer to point of sale, transaction, or urgent customer service
• Most of today’s Voice Portals aren’t designed for this possibility
Web PortalWeb Portal
Voice PortalVoice Portal~50%
Alternate Entry Point?(If promoted as such)
Alternate Entry Point?(If promoted as such)
Today’s portal experience
Web Portal Voice “Portal”
•Marketing-centric •Finance/Operations-centric
•Key entry point
•Introduction to company
•Call processing vehicle
•Offloads live agents
•Brand Identity
•Brand Message
•Want good VUI to lower opt-out;
•Maybe do some voice branding
•Keep visitors engaged as long as possible
•Get callers off the phone ASAP
A new voice portal approach
Voice Portal Focus:The Transaction
Voice Portal Focus:The Transaction
Web Portal Focus:Engaging the customer
with the brand
Web Portal Focus:Engaging the customer
with the brand
Voice portal 2.0: Web objectives + voice presentationVoice portal 2.0: Web objectives + voice presentation
•Branding is message and experience–Perfectly compatible with VUI
•Branding does not require browsing–Browsing works best with GUI
Seizing the opportunity
• Make it a PORTAL– Key point of entry for your enterprise– For new prospects
• easy access to information• appropriate for phone• easy access to live agents upon demand
– For existing customers
• ENGAGE customers with your brand– Ears are valuable. Invest in them. – How much is a customer touch point like this worth?
• Use message and customer experience to REINFORCE the brand
Thank you
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