Roundtable: Best Practices in IVR & Self Service

Roundtable - Best Practices in IVR and Self
Service
MODERATED BY SHERI GREENHAUS, CRMXCHANGE
PRESENTERS:
AVOKE/BBN
GENESYS
INTELLIRESPONSE
NUANCE

© 2013, Genesys Telecommunications Laboratories, Inc. All rights reserved.
3
What is Self-Service?
Customers can obtain, enter or update information relating to a
product or service through ANY available channel.
Channels:
• Voice (IVR)
• SMS (2-way inbound)
• Web, Mobile Web
• Mobile Voice
• Chat
Multi-modal: mix of channels in a single interaction
Omni-channel: different channel for each interaction based on preference
and/or context.

4
What common tasks do callers want to achieve?
• Improve automation already in place
• Identify opportunities for new automation
• Create strategies to help callers choose automation
How can we increase Customer Satisfaction?
• Increased automation and resulting cost savings is a priority
• But… improving customer satisfaction will encourage use of
automation. It doesn’t have to be mutually exclusive.
Concentrate on applications that will achieve high
automation rates by solving a compelling problem for
callers. ROI will follow.
Focus on Improving Customer Experience

5
“I see that there’s
a money transfer
in progress for
you. Is that what
you’re calling
about today?”
Intelligent CX Interactions
Intelligent interactions avoid reliance on technology.
 Anticipate caller needs based on profile data
 Tailor the interaction appropriately
 Offer simple, relevant choices
Call on Sunday
morning, this
greeting is played:
“Thanks for calling.
Our store hours
today are 11am to
5pm”. You can say…
You can say
“sales”, “support”
or “something
else”

6
Leverage CRM Data to Enhance CX
Take Data From the CRM
• Personalization: custom menus, on-hold messages
• Agent Screen pop (CRM record)
• Identify VIP customers to prioritize service
• Auto ticket creation, ticket status, order/service status
• Update account information
Push data into the CRM from interaction
• Voicemail, transcribed voice message, call recording,
agent disposition, call duration
• Log post-call survey data
• Lead generation - log interaction into CRM for follow-up

7
Right & Wrong Way to Execute Personalization
Do
• Customize menu options
• Be subtle
• Present targeted on-hold messaging
• Route calls to the appropriate agent based on
transactional data
• Anticipate a caller’s needs based previous
activity from any channel
Don’t
• Say caller’s name
• Reveal something that might
seem like big brother is watching
• Upsell in IVR

8
Let Your Customer Decide
Provide options to your customers on
how you communicate with them:
 Content
 Channels
 Frequency
•Optimize results by analyzing behavior.
Comply with business rules, external
regulations and customer preferences.
75% of consumers
want to decide
how they are
contacted
1
1
Forrester Research

9
Create a better CX using adaptive techniques…
Increase timeouts if callers are not
responding
Slow down or reword prompts
Present custom menu options
Switch from speech to DTMF in noisy
environment
Transfer customers who are having
trouble completing the task at hand

10
Customer Experience (CX) Mindset
•Never Stop Improving. Realize ROI faster and
delight your customers at the same time.
Continuous improvement is made easy and
efficient with…
• “CX First” design
• Easy to use tools
• Embedded analytics
• Refinement process

11
Great Customer Experiences Include…
 Anticipate callers needs based on profile data
 Allow customers to select channel preference
 Personalize interaction based on past purchases or services
used
 Adapt interaction based on events taking place during that
same interaction
 Keep it simple – don’t try to automate complex tasks
 Let the caller speak with an agent when they want to
… and never stop trying to improve it.

© 2002-2013 Nuance Communications, Inc. All rights reserved. Page 12
Please listen
carefully as your
IVR options have
changed.
Dena Skrbina
4/24/14

Customer expectations are changing FAST

5 IVR self-service
principles

1. Intuitive

IVR menu mazes are tedious

Using natural language, callers don’t
have to work or waste time

Consumers expect it,
businesses benefit

1. Intuitive
2. Conversational

Poor quality audio hinders engagement

Does this encourage IVR use?
Trustworthy?
Clear?
Confident?
Caring?

To increase
engagement, provide
what callers expect
• Brand resonance
• Natural read-back
• Dynamic experiences
…flight 602, Phoenix
to Las Vegas is
scheduled to depart
on-time at 7:40am
from gate A-18

1. Intuitive
2. Conversational
3. Personalized

Users say IVR is
“more effective”
when it’s
personalized
© 2 0 0 2 - 2 01 4 N u a n ce C o m m u n i ca t i o n s , I n c . A l l r i g h t s r e s e r v e d . P a g e 2 5

1. Intuitive
2. Conversational
3. Personalized
4. Anticipatory

Callers say “thank you”
to the US Airways IVR
– Personalized … “Hi Mary”
– Predicts reason for the call
– Accurate speech and
natural language
– High quality persona

1. Intuitive
2. Conversational
3. Personalized
4. Anticipatory
5. Consistent

The evolution of an IVR persona
Amtrak Julie Speech IVR
Persona
•14% increased automation
•Julie answers 20 million calls
a year
•Caller satisfaction increased
by 53%
Julie Multi-channel
•Social Media and brand
ambassador
•Web Virtual Assistant

Whitepaper:
Dena Skrbina
dena@nuance.com
5 Must-Do’s for Delivering Self-
Service Magic
How to win customers for life
through intelligent, engaging self-
service.

Thank you
Dena Skrbina
dena@nuance.com

LIFE IS
DIGITAL
Digital interactions
permeate
all areas of everyday life
.

DIGITAL
SELF-SERVICE
ECONOMY
Is A Key Driver of the New

NEED TO DELIVER
ACCURATE ANSWERS
CUSTOMER CARE IS
NOW OMNICHANNEL
KNOWLEDGE HAS
EXPLODED
LIMITED
RESOURCES
CUSTOMERS STRUGGLE WITH...

INTENT
THE FOUNDATION OF
MODERN SELF-SERVICE

Multi-Channel/Lingual VA & Knowledge Management
37

Informational /Procedural:
“What is your return policy?”
“How do I cancel a check?”
Personalized :
“What is my current bank
balance?”
Personalized & Procedural :
“I want to increase my credit
limit from $1000 to $2000”

CSAT & CUSTOMER
EFFORT
INCREASE IN WEB
TRAFFIC (XMAS)
INCREASE IN
CALL VOLUME (XMAS)
90% OF “Ask Kobo” users DO NO
Need to escalate to the call center
700%
4%
DECREASE IN
CUSTOMER EFFORT
12%
INCREASE IN
CSAT20%

OF ONLINE QUESTIONS
INSTANTLY ANSWERED
INCREASE in NPS FOR CHATS
ESCALATED FROM OLIVIA
93%
52%
RIGHT CHANNELING
INCREASE IN SEO
ENGAGEMENT
20%

REDUCTION IN EMAIL
VOLUME DURING LAUNCH
AVERAGE REDUCTION
IN PUBLIC EMAILS
REDUCTION IN CALLS
49%
29%
25%
RIGHT CHANNELING

OmniChannel Interactions
Answers, Actions,
VOICES: Key VOC Insights
Themes, Trends, Insights,
Alerts, Tasks

Business Benefits
Cost Reduction Reduced Wait
CSAT
Right Channeling
Monetize Self Service Voice of the Customer
Combating the high
cost of chat, email and
phone support
(approx. $5-$12 /
response)
Reduce telephone wait
times and lower call
center volume.
Improve customer
satisfaction & lower
effort with fast,
personalized and
relevant results.
Right-channel online
interactions to
maximize the value of
each customer inquiry.
Drive new revenue
streams with offer
management
Understand the true
voice of your digital
customers

Thank You
Contact Us
info@intelliresponse.com
www.intelliresponse.com
Toll Free: 1 866-454-0084
Connect With Us On Social Media
facebook.com/IntelliResponseInc
twitter.com/IntelliResponse
linkedin.com/company/intelliresponse-
systems-inc
plus.google.com/+IntelliresponseInc

AVOKE® Analytics
Best Practices in IVR & Self-Service
© 2014 Raytheon BBN Technologies
Joe Alwan
VP/GM AVOKE Analytics
Raytheon BBN Technologies

IVR Self-Service Today
New
Technology
New
Channels
New
Interactions
48

Self-Service Pitfalls
49
Timeliness
Failed
transactions
Poorly
treated
Have to go
to multiple
areas to get
an answer
Inaccurate &
inconsistent
service
across
channels
51% of US consumers switched due to poor customer service
Accenture 2013 Global Consumer
Pulse Survey

Why The IVR Is Still Important
50
Zendesk, 2013

Measuring Customer Experience With Analytics
51
IVR Queue QueueFirst
Agent
Second
Agent
I just need to
talk to
someone
Email didn’t
answer my
question
Why don’t you
have the
information from
my chat session?
71% say that valuing their time is most important thing
a company can do to provide them with good service
Understand Communication Channel Needs To Craft Your Customer Service Strategy,
Forrester, 2013

Technology Strategy
52
Evaluate
Understand
Decide
Your business priorities
How your customers want to
interact with you
On technologies and strategies
that fit

Benefits Of Whole Call Analytics
Understand what call types are left in the voice channel
How much control your customers want with self-service
Access Voice-Of-The-Customer data from actual interactions
Data can help drive a successful IVR strategy
53

Whole Call Analytics Solution
Your Customers Your Contact Center
Public Phone Network
 End-to-end insight
 Automatic categorization & trending
 Jump to interesting calls & events within calls
 Observe real customer behavior & experience
 Listen inside the IVR, agents, partners, all transfers
Software Integration
54

© 2014 Raytheon BBN Technologies
AVOKE Analytics
@AVOKE_Analytics
www.avoke.com
info@avoke.com
(617) 873-1600
Connect With Us To Learn More

Q&A
Joe Alwan, VP and GM, AVOKE Analytics at
Raytheon BBN Technologies
Aaron Wellman, Offer Lead, Self-Service, Genesys
Mike Hennessy, VP Marketing, IntelliResponse
Dena Skrbina, Product Marketing Director for Nuance
OnDemand

Roundtable: Best Practices in IVR & Self Service

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Roundtable: Best Practices in IVR & Self Service