IVR systems are an increasingly popular option for maximizing customer service. They can reduce staffing costs while improve customer satisfaction speed and abandonment rates and are available now in hosted iterations that virtually eliminate startup fees. However IVRS are not without flaws.
With that in mind the Mobile Marketing Association has formed the MMA Interactive Voice Response Committee which will set out to address best practices and standards for the IVR industry. The committee will be focusing on IVR solutions with a focus on mobile marketing.
The MMA is a non-profit organization that represents all the major companies involved in the mobile marketing value chain. The MMA has over 700 member companies and focuses on keeping global focus on their development and
"With the increasing use of interactive voice and the audio channel in mobile marketing, the time has come for mobile marketers to share our experiences, develop best practices and create guidelines to best use this medium to successfully deliver marketing communication and create broad acceptance by consumers," said Michael Becker, North America Managing Director of the MMA. "The goal of the IVR Committee is to oversee the development of these standards, communicate them to the industry and support their use in the marketplace."
The committee will have its first meeting mid February and will focus on the assimilation of IVR solution into mobile marketing strategies. The committee will be open to MMA members who are interested in developing guidelines, best practices, educational workshops, open forums and other relevant information to further the use of IVR within the mobile marketing field.
Considering that the adoption of mobile marketing campaigns has exploded with the rise of smartphones, establishing best practices for this quickly growing market seems like the right play.
Chris DiMarco is a Web Editor for TMCnet. He holds a master's degree in journalism from Quinnipiac University. Prior to joining TMC (News - Alert) Chris worked with e-commerce provider Suresource as a contact center representative and development analyst. To read more of his articles, please visit his columnist page.
Edited by Chris DiMarco