Speech: The Most Natural Form Of Self-Service
By Tracey E. Schelmetic, Editorial Director, Customer Interaction Solutions
If you manage a contact center, chances are you have experience in offering self-service to customers: an IVR. A Web site with an (FAQ) list. You know why self-service is good: it automates the basic issues customers have that may take up a large portion of your expensive live agents’ time. Outage and billing information for a utility. Store hours and stock availabilities for a retail store.
Touch-tone IVR for decades was the default for customer self-service. But the effectiveness of touch-tone IVR had a limit. Customers don’t much like traditional touch-tone IVR. It’s also highly inconvenient for an increasingly mobile customer base to hit tiny cell phone buttons while driving or walking.
Enter speech-enabled customer self-service. There is some evidence that customers actually like using speech for self-service. There are no buttons to push, most systems allow “barge in” (so customers don’t have to wait for the end of a prompt), and speech systems are “smarter” and can allow for more ambiguous input.
At the debut of speech technologies for customer service, chances are, you ran into it only with airlines or large banks, and there’s a reason for that: it was hideously expensive, required a team of IT personnel to administer, and needed a lot of space for hardware. So for years, it remained out of reach of most companies. (Premise-based technologies can be a little bit like shopping at Costco: if you don’t have room for five gallons of mayonnaise in your pantry, then shopping there may not be for you.)
Hosted delivery has been a blessing for SMBs for many reasons, but primarily because it has put technologies formerly out of the reach of all but the largest companies — speech and CRM, to name two — into the hands (but off the shoulders) of smaller organizations.
For speech-enabled self-service, hosting is ideal. Call centers can reap the significant benefits of speech in terms of both call routing and offloading basic inquiries from agents, and bypass the large up-front costs and the complexities of managing speech technology on the administrative side. Not to mention convert their ad hoc server farms back into the lunch rooms and supply closets they were supposed to be in the first place.
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