Interactive Voice Response (IVR) is a powerful tool for the contact center in that it can automate many of the calls that live agents once had to handle to deliver satisfaction to the customer. And, as customers are increasingly demanding real-time solutions to their issues through self-service channels, IVR is gaining widespread popularity.

This technology platform was recently the focus of this IT Wire report as Woolworths has recently implemented an IVR store locator system in the company’s Dan Murphy (News - Alert) liquor stores. Contact center implementation manager, Peter Heywood, noted that the IVR system had handled some 30,000 calls since its introduction just before Christmas.

The system was put in place to handle the 10 percent of those callers who were simply seeking store location and information on operating hours. And, as that traffic to the contact center was expected to rise 70 to 80 percent in the Christmas holiday season, the timing was right for a robust IVR solution. Now contact center staff can focus on more challenging inquiries, allowing the IVR to boost overall efficiency.

The store locator IVR for Woolworth’s can also link to an SMS application, sending the store details to the caller’s mobile phone. According to Heywood, when the SMS gets sent, the company can also attach a promotion. With this process in place, the company has the opportunity to turn an inquiry into a sale.

While IVR has been available and used in the contact center space for a number of years, it is only recently that consumers have begun to use voice biometric technology when they place a call into the contact center. In a Unisys (News - Alert) survey released late last year, the findings showed that there is a growing acceptance of voice biometrics as 69 percent of Australian citizens reported they feel comfortable providing voice biometric data in order to securely access bank accounts.

As this technology is gaining ground, Woolworths is seeking to leverage its IVR to consolidate what had traditionally been eight separate contact centers into two. At the same time, Heywood is also rationalizing the contact numbers for the group. He determined that until recently, the company operated 90 separate 1300 numbers for internal and external callers – although many of them had not been used in years. Heywood is seeking to have one number per brand to streamline the experience for customers and reduce overall costs.

Until that process is complete, Woolworth’s will continue to enjoy its streamlined approach to handling standard customer inquiries with a powerful new IVR solution.