IVR Systems Integrate with Location Based Services to Improve Customer Experience
April 01, 2011
By Susan J. Campbell
, TMCnet Contributing Editor
Any automated system that a company uses is a reflection of their brand and the message they hope to communicate to the current and prospective customer base. This recent white paper focused on the virtues of a robust IVR system and what it can do for the company.
One of the biggest mistakes a company can make in driving effective IVR implementation is to assume that the IVR should only be used for basic call handling. When this approach is taken, the company easily overlooks the potential revenue that can be gained from the implementation of a more advanced IVR application that is integrated with other technologies.
The IVR system that is integrated with Location Based Services is gaining massive popularity as it can open up a significant variety of opportunities in revenue generation. With the addition of GPS capability on virtually every phone manufactured since 2005, opportunities for location enhanced services and smartphone applications are immense. In fact, according to ABI Research (News - Alert), location based services will generate more than $14 billion in 2014.
With so much opportunity looming, companies would be foolish to miss out on the potential that can be realized through integration between their IVR system and location based services. Location based apps for smartphones are already being heavily used by consumers and IVR technology can be used to get information from the caller and provide information back to the caller. The good news is that this integration can now also do so much more.
Wireless providers can now provide precise location information, which means that IVR systems can now use the location coordinates to integrate with mapping applications to deliver maps to call center attendants or even emergency dispatchers for first responders. Dispatchers can also deliver discounts to callers based on their “Home Zones” and time and attendance apps can be enhanced.
The marketing opportunities are virtually endless as now marketers can target a specific person in a particular place. One possibility is the consumer in the mall, walking by a particular store and when they near the store, a text or email is pushed to them offering a discount if they patronize the store on that day.
This type of campaign not only leverages the capabilities of the IVR system, but also increases the end user experience and allows for higher functionality of the overall IVR application as the company provided advanced services and lower costs. The end result can easily be a much happier customer and increased revenue for the company.
Location based services also allow the company to leverage the power of the IVR system to develop customized messages beyond coupons. In the same way, the company is creating the optimal experience for the customer to drive increased satisfaction. Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.
Edited by Juliana Kenny