brand audio ivr presentation
DESCRIPTION
TRANSCRIPT
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Improving Experience &
Efficiency
through your IVR
May 17 2012
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What to expect from
this presentation?
Learn from our experience of working on a wide
range of IVR projects. Be first to hear what
consumers have told us about their likes and
dislikes
Why IVR Matters
Why efficiency AND experience can go together
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It is the emotional and
psychological
relationship you have with
your customers
(Jay Ehret, Marketing Blog Spot)
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This applies to us all regardless of what we do,
public, private or charity
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ADVOCACY
The Holy Grail?
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Attachment to the
brand is a means to
increase consumer
loyalty
(Chaudhuri &Holbrook, 2001)
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Attitudinal loyalty
and/or behavioural
loyalty then advocacy
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IVR
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What is an IVR?
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What does IVR stand for?
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IVR is the
FIRST THING a
customer hears
when they call
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IVR is
YOUR
customer experience
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What makes up an IVR?
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Mamma’s Best IVR muffins
100g The structure / call flow / design
100g Functionality (DTMF, voice rec, self serve)
20g Routing
60ml The scripts
125g Voice messages
1 ½ tsp Music
All combine to create the
sound of your IVR - therefore the sound of your brand
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The Power of Sound
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The Power of Sound
Sound affects Feelings & Emotions,
Feelings & Emotions drive behaviour. (Baumeister et al., 2007)
We are trying to influence behaviour
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http://www.ted.com/talks/lang/en/julian_treasure_the_4_ways_sound_affects_us.html
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Where does this fit with IVR?
IVR is your SOUND – what
callers hear and interact
with
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IVR OF
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Stretch your legs? Comfort Break
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White Paper
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Why did we decide to
commission a white
paper?
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Does the pre agent
experience
affect customer’s
overall satisfaction?
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We thought we have to investigate
this in more detail but make
the report :
Independent
Rigorous
Unbiaised
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Our study was conducted
online.
Over 1000 participants
responded (35% female- 65% male)
Independent question
design, data gathering and
analysis
University of Roehampton
Phd student
Methodology
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Emotion causes behaviour. Emotion affects behaviour
(action, perception, decision making, learning & memory)
FIGHT FLIGHT
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Stress triggers
fight or flight
(remember the cortisol?)
This leads to
Undesirable
behaviours
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Question 1
How do you usually
communicate with
organisations
when you have a
enquiry?
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Result
50% Phone
32.6% Email
13% Website
4.3% Store
50% of the participants
rated phone as their most
common means of
communication
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Question 2
How do you usually
communicate with
organisations when
your enquiry
becomes more
complex?
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Result
+41.3% switch to
phone meaning
91.3% in total would
use the phone when
the enquiry is more
complex
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What implications
does this have for your
contact strategy?
Discussion point
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Question 3
We then asked
responders to pick
which
customer service
issues frustrate
them from a
list
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93% Having to speak
with multiple agents
93% Being kept on hold
for a long period
88.4% Not getting what I
need on the first
attempt
70% Poor sound quality
70% Inappropriate
messages
Result
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How does this compare
with your figures?
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Question 4
What actions do you
take if you
experience those
issues?
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56% are extremely
likely to hang up and
abandon the call
72% of those who hang
up are extremely likely
not to call you back
90% will switch provider
Result
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What Implications
does this have for
your business?
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Customer Cost
Customers are happy to pay a 10% premium for
excellent customer service rather than experiencing
frustrations and negative emotions (American
Express, July 2011).
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It costs five times as much to
acquire a new customer as it
does to keep one (Peters, 1987)
Customer Cost
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Question 5
Who do you tell when
you have a bad
Experience?
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90% will share with friends and
family (9-10 people on average
and 13% will tell over 20)
Result
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65% are highly likely to post on
social networks (the average
facebook user has 130 friends so
word spreads fast
Result
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Question 6
What would you like to
hear when on hold
or in
queue?
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Expected wait time 86%
Position in queue 69%
Relevant messages 60%
Result
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Question 7
How do you react when
you have a positive
experience?
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84% Give immediate
feedback to the person
who resolved the enquiry
86% stay loyal
79.1% tell friends & family
32.6% post on social
networks
Result
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Happy Callers, Happy Staff Positive 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).
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Coffee break
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In groups
discuss what
we have
learned so far
and relate it
to your own
experience
Round Table
Discussion
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Advocacy
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Attachment to the brand is a
means to increase
consumer loyalty
(Chaudhuri &Holbrook, 2001)
Advocacy –
The Holy
Grail?
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attitudinal 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
Advocacy
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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 who
can be considered as fans of a brand or company, is
one of the most important goals a business may
have. A loyal customer does more than any advert can
for a business, they become promoters – someone
who would answer ‘yes to the ultimate question –
would you recommend us to a friend.
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Summary
The results suggest that there is a correlation
between a positive pre agent experience and the
successful or unsuccessful outcome of that call.
What happens to callers in the welcome, menu
options and in queue or on hold experience –
generates emotional reactions and subsequent
behavioural changes.
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We know what customers have told us
Is there a gap between them & industry
professionals?
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Abandoned calls
Right first time routing
First call resolution
Call transfers
Acceptance of self serve
Call deflection to other channels
Operational Impact
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Operational Impact – Case Study 1
Situation
A major financial services brand came to us for
help with reducing the number of call transfers
they were having to make.
Customer satisfaction was low and each transfer
was costing time and money.
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Operational Impact – Case Study 2
Situation
One of the largest consumer electronics retailers
in Europe with 5 brands under one roof
Shifted calls from stores to central contact
centre and started to experience high caller
abandonment, below target sales and poor
customer sat scores
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Auditing
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Dial in and have
a listen
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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 IVR
Use words that mean the same to your customers
If there is a wait time deliver personalised,
and relevant content
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exclusive and this study shows that they are in fact
Summary
Understanding underlying caller frustration, the
behaviours they cause and what we can do to
influence them will help us to design and produce
caller experiences that generates desirable
behaviours from both a customer experience and
operational perspective.
These two aspects are sometimes seen as mutually
complementary
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Experience AND
Efficiency?
Example
Every caller who reaches the right place
first time is positive for the customer (93% of
them)
and is a cheaper call
to handle.
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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)
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Abandoned calls
Right first time routing
First call resolution
Call transfers
Acceptance of self serve
Call deflection to other channels
ROI Factors
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Business Case For Change
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Understanding the
business case for
change is crucial in
this climate. Make
sure you know what
each elements
costs you
Build a
Business Case
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If you do make changes,
communicate them internally
and with customers.
Sign post the different choices
and explain why if necessary
Communicate changes
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IVR doesn't 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
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On the way home dial in to your
main numbers and listen to the
experience in relation to the
discussion today.
What will you do differently?
Listen to your
experience
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Any questions on what we have covered so far?
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My name is Rick Kirkham
Email me [email protected]
Or call me on 020 8931 9300
Thank you for listening