Should You Use Interactive Voice Recognition?

Responsive customer service is a challenge for any expanding company. An Interactive Voice Recognition (IVR) system is one way of using business resources more efficiently by cutting down the time customer service representatives need to spend on straight forward enquiries. Basically, IVR can act as the telephone version of a website’s FAQ section by providing computerised responses and information routes on a myriad of subjects.

Understandably, some businesses are nervous of using IVR software. After all, don’t companies make a virtue of being able to talk to real people? However, this needs to be balanced against the length of time that it can take for people to get through to customer services. They may well prefer to receive an automated response immediately than wait 15 minutes on hold.

Any company deciding on whether IVR is right for them needs to consider two key factors: the efficiencies gained and the impact upon customer service quality.

Resources saved by IVR

There’s no doubt that the right kind of automation will free up time and money. It can offer the following financial advantages:

• Valuable staff time dedicated to more complex customer issues or other important tasks
• Reduced overtime costs as IVR can provide a customer enquiry service during out of office hours
• Menu options will give the impression that the business is larger (and possible more professional?) than it is and route calls to the correct departments more quickly
• Hosting plans bring IVR into companies without the huge investment in hardware and software that was required in the past.

However, to optimise these advantages, it’s essential to explain thoroughly to customer service staff why the system is being introduced and what it can do for them. For example, it will be a big sell to employees if IVR reduces the number of times they are asked the same basic questions; however, it will be a shock if the system is intended to replace jobs using integrated voicemail. Staff will be expected to use the IVR system appropriately so its introduction needs to be handled carefully.

Customer service quality

IVR has the potential to enhance or ruin a company’s reputation for good customer service. Some people like to avoid talking to customer services staff but many prefer to speak to someone, particularly older people. It’s important that aspects such as customer demographics are considered carefully in implementing an IVR system.

Some common issues with IVR include:

• Too many menu options that confuse or frustrate customers
• Problems with the system understanding what customers are saying and their regional accents
• Using the system as an ‘information dump’ – too much data imparted by a computerised voice will cause customers to lose interest.

On the other hand, a well-implemented IVR system can improve the customer experience by routing people to the information they need more quickly. The issues mentioned above can be minimised by devising an efficient menu system, avoiding cheap voice quality technology and choosing carefully the types of information that is best communicated by an automated response. The ability to pay a credit card bill using a phone’s keypad on an IVR system is a good example of offering convenience to customers.

IVR has advantages and disadvantages but it’s becoming an accepted way of life for consumers who are equally comfortable with apps and websites to access products and services. Optimising the benefits and minimising the bad points is in the hands of business owners, who can provide an efficient and effective workflow and customer service that adds to their bottom line.