| Interactive voice response (IVR) systems have a reputation for reducing customer service costs, but they're also (sometimes jokingly) criticized among consumers for their maddening inability to provide any service at all. With the evolution of speech-recognition technologies and Voice Extensible Markup Language (VoiceXML) applications, new voice portals have set the stage for improved processes and a better customer experience, but companies still struggle to make IVR self-service truly satisfying. If you are considering deploying an IVR system or would simply like your current one to work better, press or say "1" for help and follow these tips.
Start Simple
The number one rule for any IVR development is to start simple. Simple tasks include such operations as checking basic account information or updating an address. These tasks should also be some of the highest-volume customer transactions, so this approach provides companies the best return on investment. Simple tasks will also be the easiest to measure and analyze to assess the system's effectiveness and customer satisfaction. Once these simple scripts are working flawlessly, you can then move to more in-depth self-service scripts. But simple, natural, and efficient is still the name of the game. For example, no matter how well your IVR system is working, never build scripts that go deeper than three levels. Any deeper and your customers may never find their way back to your business.
This is not any different from how you develop your Web sites. Simplicity and speed go a long way for providing a satisfying customer experience.
Tuning Time
Do not ever underestimate the challenges of implementing a speech-recognition application. Beyond local dialects, foreign accents greatly influence the sound of English spoken by even highly proficient speakers. Organizations must plan for this challenge. Speech recognition requires ongoing optimization and must be monitored constantly. Don't forget the budget for such speech tuning.
Architecture Matters
Businesses need to also carefully consider the network architecture. The size of the network, the distribution of call centers, and the locations of customers are key factors in network design. It behooves you to carefully consider whether a distributed or centralized architecture will best serve your needs. Internet protocol (IP)-based networks are ideal for IVR implementations because they support either architecture equally well and provide mechanisms for managing voice quality. They also offer other critical integration capabilities, which leads to the next tip. |
