Editor's Note: This is the last in a series of short articles from
Rich Tehrani based on recent visits with a number of VoIP vendors. The
previous article is available
here.
Customers hate IVR. At least if they need anything
but the most basic bit of information. Most people can�t wait to speak to
a live operator as most IVR menus usually aren�t designed to be easy to
use. Costs skyrocket, however, when a person decides to �zero out� to a
live operator. Some estimates put the cost of an automated contact at 50
cents for IVR and $1 for speech, while a live agent costs about $4. So
keeping a customer in the IVR system (referred to as containment) can save
up to $3.50 per call. As an example, large insurance companies can receive
75+ million calls a year. A 10 percent increase in containment results in
a savings of over $26 million per year (7.5 million x $3.50). If
there is something more important than saving money, it�s pleasing your
customers and subsequently keeping them.
A company called
Sterling Audits is making a name for themselves in the area of helping
companies improve their customer touch points (READ containment).
The three areas they focus on consist of:
- Contact Center
- IVR/Speech
- Web
The company will publish a number of research reports
in various industries that will basically score each of these segments in
terms of how well they service their customers. Some sample markets are
high tech, healthcare, finance and manufacturing. We can also expect
publications that encompass much of this information titled, "Web Site
Usability Almanac 2004" and "Voice Response Usability Almanac
2004."
In order to rank these sites they have come up with a
usability index which is composed of the following areas:
- Navigation
- Content
- Usability
- Interactivity
- Credibility
Companies are scored through questionnaires that
consist of questions in each of the above categories. Some of the areas
queried are related to site persona, persistent navigation icons and
typography. The top company in each industry will be published.
What differentiates Sterling Audits from many other
companies in similar spaces is their willingness to help you figure out
how to rate your own self service applications such as your Web site and
IVR systems through books titled "How to Benchmark and Audit Your Web
Site" and similarly, "How to Benchmark and Audit Your IVR." They feel that
teaching you how to do it yourself will get more people interested in
their methodology and the likelihood of you asking Sterling Audits for
assistance will increase.
You may be asking just what types of services the
company provides. Here are the highlights:
Expert audit. They benchmark you against your
peers. You receive:
- A score and benchmark
- Best practice advice
- Specific recommendations on areas of concentration
Report Card. You receive:
- A quality audit/survey
- Customers can click on an icon on your site which
links to a questionnaire
- They further recruit customers and pay them to
complete the questionnaire
- They further aggregate and present the answers
Video based usability testing. (Can be
performed for IVR, call center or Web.) I am told the cost for this
testing is very reasonable. How it works:
- They pay volunteers and bring them together
- They give the volunteers a task sheet
- They record people as they ask them to go to
various sites and check on things (i.e. bank balance)
- They determine how easy the tasks are for the
focus group to perform
- They focus on the areas of site or IVR weakness
- They monitor behavior of the group
- They map facial expressions, grunts, guffaw,
chortles
- They edit the video, retaining essential content
that represents general patterns
- They generate a detailed usability report that is
backed up by video examples of user behavior
RESEARCHING FOR (TEN) DOLLARS
You may be asking how it is possible to generate so much research on
so many companies in so very many industries. The answer is simple:
Sterling Audits has come up with a way to generate research using the
Internet via an incentive program. Using a researcher portal, potential
researchers are able to sign up with potential projects. Each project is
either accepted or denied (for example porn sites are not an area of
focus, banks will likely be accepted).
Once accepted, you fill out the questionnaire and
once completed, you receive $10 via check or
PayPal. You receive this amount per project! The only catch is that
you must be doing business with these companies and you must complete the
form in one sitting. The survey is designed to help you if you get stuck
by allowing you to click on words you may not understand and having a
dictionary definition pop up. Aside from getting money, many researchers
are happy to see how the whole system works and are happy to contribute to
a centralized repository of usability data. Other researchers are happy to
either praise or criticize the companies they work with. Whatever your
motivation, you have to admit that this is a great idea and a great way to
compile volumes of information about many companies across all industries.
If this isn't enough of an incentive, here is more.
If you represent any non-profit organizations such as a school district,
church, soccer league, etc. Parents, teachers or adults associated with
these organizations can sign up and once their organization produces 20
surveys, Sterling Audits will pay $10 as normal to each researcher (make
sure to use the name of your organization as �company�) and also make a
$250 donation to your organization�. The deadline for completion of the
surveys for this �round� is May 31, 2004.
I encourage you to become a researcher for Sterling
Audits and while you�re at it, help all customers of many companies out
there by improving self service applications across many industries.
Please talk back to
me in our forums
Rich Tehrani is TMC's president. He welcomes your comments.
Participate in our forums.
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