The Interactive Voice Response (IVR) system of any organization is an important self-service tool that allows customers to find what they need on their own and the customer service agent to focus on high priority calls. Without proper design, however, IVR can lead to more problems than benefits. This is where the dialogue designer can help, according to contact center transformation solution provider, West Interactive (News - Alert).
The dialogue designer can contribute significant knowledge and expertise to the IVR to ensure a quality customer experience. According to a West Interactive blog post, this individual provides a consultative approach to the design of the IVR.
The level of IVR quality depends heavily on the length of time the designer has been at his or her craft. The ability to talk with a few key people to understand the challenges in that particular business is an important step, but does not bring the same weight as a designer with several years of experience in the field. Understanding just how important the right interaction with the customer is to the final outcome is critical, and an experienced designer brings this deeper level of understanding.
For those decision makers trying to select the right solution and designer, however, it’s important to have a clearly defined needs list going into the search. Borrowing from a recent Anana (News - Alert) blog, let’s take a look at critical points to include in the ideal design of the IVR.
Easy to use – the customer calling a company with a complex IVR is likely to hang up and call the competitor.
Integration – the IVR must be designed to integrate with the current system or it won’t deliver the intended value.
Speed and efficiency – customers don’t want to be on the phone any longer than the busy agent does. The IVR must get them to their destination quickly and accurately.
Brand – the design of the IVR and the dialogue must reflect the brand at each step, protecting its value and communicating it to the caller.
Avoid the trap – if the IVR traps the user in a maze, they are likely to take their business elsewhere. Always give the caller a way to connect with a live agent.
Ask the right questions – customers should be asked the right questions in the right order if the IVR is to get them to the right place at the right time.
Speech recognition – if the questions aren’t simple and easy to understand by both parties, speech recognition may not be the right fit.
While this list isn’t comprehensive, it does provide a good starting point for developing an IVR that can deliver on the anticipated benefits and create a positive experience for the customer.
Edited by Blaise McNamee