Customer Bill of Rights

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At Genesys, we believe every customer is entitled to a great customer experience through any communication channel. While self-service IVRs
often are implemented as a way to keep costs down through call containment, self-service applications have more recently become a critical
opportunity to create better customer experiences. Here are ten rights that every customer should expect from a self-service experience and
that every business should strive to fulfill as they design their IVR application.
In this ebook, Genesys leverages our years of experience helping companies around the world deliver superior customer experiences to
highlight 10 key Customer Bill of Rights for a successful cloud self-service (IVR).
DELIVERING AN OPTIMAL
SELF-SERVICE EXPERIENCE
IMPLEMENTING A CUSTOMER BILL OF RIGHTS TO ENSURE ENGAGEMENT

42%
33%
32%
INCREASE
CROSS-SELLING
AND UP-SELLING
3
IMPROVE
CUSTOMER
RETENTION
1
IMPROVE
CUSTOMER
SATISFACTION
2
Addressing each of these
reasons can positively impact
bottom line revenue.
WHY IMPROVE CX?
The top three reasons why businesses
proactively manage and invest in
customer experience are to:
TOP DRIVERS FOR IMPLEMENTING A BILL OF RIGHTS
TO DELIVER AN ULTIMATE CUSTOMER EXPERIENCE

CUSTOMER BILL OF RIGHTS
10 Keys for a Successful Cloud Self-Service
Interactive Voice Response (IVR)
Set Clear
Expectations
1
Speak Clearly
6
Avoid Having
Customers Repeat
Themselves
7
Transfer Callers
Correctly
8
Respect
Callers Time
9
Listen!
10
Announce if Help
is Available
2
Control
The Interaction
3
Provide Consistency
Across All Channels
4
Remember
The Customer
5

Make it clear to customers what your IVR system can
help them with. If the system has a single purpose,
introduce that purpose to callers up front. If the system
can do several different things, create a clear and concise
menu structure that quickly educates callers about their
automated and self-service choices.
Whether intentional or not, many IVR systems seem to
confine callers within layers of nested menus, without
making it easy to learn if the reason for calling is
addressable by the system. While this design practice
might temporarily increase containment rates, it will
eventually frustrate callers and affect their loyalty to your
company. We believe the practice of confining callers in
automation has led to an industry-wide distrust of many
IVR systems; but the distrust and customer frustration can
be alleviated by clearly communicating to customers what
the IVR can and cannot do for them when they call.
THE RIGHT TO CLEAR
EXPECTATIONS
BUILD TRUST WITH YOUR CUSTOMERS BY
CLEARLY COMMUNICATING WHAT THE IVR
CAN AND CAN’T DO FOR THEM
1

A self-service solution should not keep secrets. So, if
a representative is available to help, let callers know that
they have a choice to either use automation or speak
with a representative for tasks that can’t be resolved via
self-service. Over time, callers will learn to use automation
when it serves their needs, rather than spending their time
trying to trick all levels of containment. Just like customers
know that an ATM is purely there for self-service, some
IVR applications can be built with the same mindset.
It’s important for the IVR to be clear with callers about
whether or not self-service automation exists for their
question or issue. If companies need to hide behind
the IVR because they are afraid to tell callers that
representatives are or are not available, then they
need to reconsider their business rules, the design
of their IVR, or both!
THE RIGHT TO
KNOW WHETHER
OR NOT LIVE HELP
IS AVAILABLE
BE CLEAR WITH CALLERS ABOUT WHETHER
OR NOT SELF-SERVICE AUTOMATION OR
LIVE AGENTS EXIST FOR THEIR QUESTION
OR ISSUE
2

THE RIGHT TO CONTROL THE INTERACTION
PUT YOUR CUSTOMERS IN THE DRIVERS SEAT
A well-designed IVR system should always make callers
feel like they are in complete control of an interaction,
even when the system is carefully leading callers down
a path. For example, if there is important information that
callers need to remember, the IVR should offer to wait
while the caller gets a pen and paper. It should then let
callers decide when to move on by telling them to say,
“I’m ready,” when they have a pen. It should also allow
the caller to decide when to repeat information and
when to move on with a simple, “Should I repeat that?”
Too many IVR systems seem to take charge of the
interaction. This happens when the IVR reads out a
long message before presenting the first menu options,
or when it makes assumptions about what callers want
to do without asking them first.
3

Make sure that your self-service has a consistent feel across all applications, be it customer service, billing and payments,
or technical issues. Do this by using consistent style and language as you craft new prompts, and by recording all prompts
using a consistent voice talent and coaching style. If a decision is made to deliberately use a different voice for a new piece
of functionality, make sure there is a clean handoff from one voice to the other, just like a human would hand the call off to
another human. Avoid stitched together functionality with prompts in multiple voices, and consider the caller experience when
transferring from one system to another.
THE RIGHT TO A CONSISTENT
CUSTOMER EXPERIENCE
BE CONSISTENT WITH ALL CONTACT CHANNELS, NOT JUST IVR
4

Wherever possible, use all available data about your callers
to drive an intelligent interaction with them. Imagine an
IVR system that starts the call in the customers preferred
language, adds available data, and makes an intelligent
assumption that it verifies with the customer? Ninety
percent of the time, the system has made the right
assumption, and instantly gains the trust of the caller,
enabling automation to work.
Just as an online store may make recommendations
to you based on your previous purchase, an intelligent
self-service solution should be able to treat a caller
differently, based on what the system knows about that
caller. Today’s companies store large amounts of data
that can be used to make self-service more intelligent,
by tailoring the menu options and the order of those
options, or asking specific questions and presenting
information that is relevant to a specific caller. As long as
the IVR continues to follow Right #3, an added layer of
intelligence results in an improved customer experience.
THE RIGHT TO
BE REMEMBERED
ADDING INTELLIGENCE TO YOUR
SELF-SERVICE SOLUTION IS SMART
Thanks for calling ACME. I see you
placed an order yesterday. Is that
what you’re calling about today?
“
”
5

Establish reciprocity by giving customers clear direction
about what is expected of them and what the IVR will
do for them in return. Make every single word in your
IVR count. If a sentence or word doesn’t need to be there
to drive the interaction forward, remove it. Tell callers
about their options using simple, clear language. Coach
your voice talent to talk to callers like a friend or trusted
advisor who is both friendly and efficient. Don’t talk to
callers using language from a law school text book or a
detailed technical manual. Try not to overfill your scripts
with, “please”, “thank you”, or “your call is important to
us” just to create the illusion of caring.
The general rules of interaction are the same, whether
between a customer and a live agent, or a customer and
an automated self-service solution. IVR systems often have
one chance to convey information to callers and help them
with the issue they called about. A system that talks down
to customers, confuses them or misleads them will cost
you customers.
THE RIGHT TO BE
SPOKEN TO CLEARLY
MAKE EVERY SINGLE WORD
IN YOUR IVR COUNT
6

THE RIGHT TO NOT HAVE
TO REPEAT INFORMATION
RELY UPON COMPUTER TELEPHONY INTEGRATION INFORMATION TO STREAMLINE INTERACTIONS
If the IVR is going to collect information from a caller,
make sure that information is not asked for again – not by
the IVR itself somewhere else in the flow, and not by a
representative after the call is transferred. Utilize Computer
Telephony Integration (CTI) screen pop in your call centers
to provide details to agents about what was already
accomplished in the IVR before the call was transferred.
Train representatives to use the CTI information presented
on their desktop appropriately and not get into a routine of
simply following a script.
Similarly, when the IVR asks callers for information,
like their account number, callers expect that information
to be passed along to an agent if the call is transferred.
If callers have to provide that account number twice, they
will get frustrated. Customer experience is defined by the
interactions from the time the call is answered, to the time
the caller hangs up.
7

Make sure the questions callers answer and the options
they choose in the IVR map correctly to the agent they are
transferred to within the contact center. Don’t waste your
customers’ time by asking them to hold excessively so you
can get them to the right agent, only to bounce them from
one person to the next in the call center. When designing
a call flow, make sure everyone understands and agrees
on the call center skills that are available as final routing
destinations, and the types of problems that each of
those skills can answer.
Done correctly, with an understanding of business rules
and the contact center breakdown, there should rarely be
a need to transfer a caller who started in the self-service
IVR from one agent to another. The IVR misroute is an
often overlooked metric that can be swept under the
rug in the quest for higher containment rates.
THE RIGHT TO
BE TRANSFERRED
CORRECTLY
THE FIRST TIME
MAP YOUR IVR CALL FLOW APPROPRIATELY
8

THE RIGHT TO HAVE TIME RESPECTED
ACKNOWLEDGING WAIT TIMES AND OFFERING ALTERNATIVES CAN HELP
SAVE A CUSTOMERS PATIENCE
After 20 minutes on hold, hearing
periodic messages that say “Your call
is important to us”, callers are bound to
stop believing you.
Always consider the customer experience when making
decisions about acceptable:
• HOLD TIMES
• NUMBER OF STEPS IN A
SELF-SERVICE INTERACTION
• LENGTH OF A MARKETING MESSAGE
THAT PLAYS DURING CALLS
If hold times are long, let callers know how long they
might have to wait and consider giving them an option
to leave a message, request a callback, or submit their
question via another channel like email, text message,
or web chat.
Depending on the reason for their call, callers may get
frustrated with long wait times. Similarly, even callers who
are happy to play along with the IVR at the start of a call
will eventually reach their limit if the IVR asks too many
questions, or talks too much. When designing a new call
flow or adding to an existing one, take the time to walk
through it as if you are an end user, and be honest about
whether or not the IVR is wasting your time.
9

Listen to your customers – they ultimately decide
whether your self-service IVR is successful or not, and
they will provide the most useful data you have about
how to improve it.
While caller surveys can provide one important view
of caller satisfaction, most callers do not want to stay on
the line any longer than they have to. If you are going
to implement a post-call survey, keep it brief. Sending a
survey via your customers’ preferred channel, be it email,
SMS message or SMS with a link to a mobile optimized
website are great ways to increase survey response rates.
And in the interest of listening to your callers, make sure
to include an open-ended question that asks callers to
indicate if they are dissatisfied.
THE RIGHT TO
BE LISTENED TO
CUSTOMERS WANT TO BE HEARD –
MAKE SURE YOU HAVE THE VARIOUS
MEANS TO HEAR WHAT THEY ARE SAYING
10

Learn More
Request a Demo
Try it Free!
Take Your Customer Experience
to the Next Level
These 10 Caller Bill of Rights are customer focused best practices to ensure that your self-service IVR solutions are
interacting with your customers in a meaningful and rewarding manner. Reporting data about how callers are using
self-service, and qualitative data gained from listening to recorded calls, can uncover which specific improvements
are needed. By employing the quantitative and qualitative analysis you will learn even more about how effectively
customers are engaging with your company and allow you to design a self-service IVR that will optimize the overall
customer journey to deliver a world-class customer experience.
Let Genesys help you stand apart and have your customers actually rave about their IVR experience!

Website: www.genesys.com Contact Us: 1-888-GENESYS
Genesys is the market leader in multi-channel customer experience (CX) and contact center
solutions in the cloud and on-premises. We help brands of all sizes make great CX great
business. The Genesys Customer Experience Platform powers optimal customer journeys
consistently across all touchpoints, channels and interactions to turn customers into brand
advocates. Genesys is trusted by over 4,500 customers in 80 countries to orchestrate more
than 100 million digital and voice interactions each day.
Copyright ©2014 Genesys. 2001 Junipero
Serra Blvd., Daly City, CA 94014
All Rights reserved. Genesys and the
Genesys logo are registered trademarks
of Genesys. All other company names and
logos may be registered trademarks or
trademarks of their respective companies.

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