handout socap reeves - Does Your IVR Suck? Richard...

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Does Your IVR Suck? Richard Feinberg, PhD Consumer Sciences and Retailing
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The IVR has gotten a bad rap BUT It is well deserved All customer complain about them 50%+ say they stopped doing business because of IVR… 85%+ it’s a bad experience Systems fail to deliver on promise Horror stories
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Our research shows Distrust Misunderstanding Confusion Frustration Despair Anger
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BUT Customer Find Them Helpful If they Lead to a Fast Solution
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But there are solutions and they are here and cost effective There is no magic No need to buy expensive and hard to maintain system Great IVR technology with great power As easily an irritant as an asset Preaching to the choir
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Plenty of blame Your company is depending on you to be visionary There are many customers whose satisfaction depends on you
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CEO Question What is the one thing that I can do that can reduce my costs and increase customer satisfaction in my call center? Self-Service
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The Point Customers don’t care who they speak to Customers do not care what they speak to THEY ONLY WANT A SOLUTION
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More choices in my IVR Menu
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Eliminate the stupidity
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Millions of dollars are spent to improve the IVR without knowledge of consumer experience Subjective, gut feelings anecdotal, random info about what consumers want Must stem from strategic vision of company/callcenter
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Evaluate your IVR Consumer tests Executive tests
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13 IVR Consumer Experience Dimensions Confident, reassured I always understand what’s going on, I have the information I need. I feel like I can make my own smart decisions. I never feel helpless It is simple It’s always straightforward, clear and to the point. I get it. It’s easy to deal with _____. I’m never confused It is relevant Information is timely & feels likes it’s meant for me , responsive to my needs. ____ treats me like a person, not a “number”. _____is on my side It’s amazing. _____ really seems to work hard to take my interests to heart. What the consumer feels
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Key Insight: FCR Consumers Want Solution Simple repetitive tasks Dialogue with IVR introduced as increasing probability of right agent for solution faster If you have a problem have it #1
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15 Key Insight: Ease of Use Consumers Want: Fewer prompts, simplify interface
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This note was uploaded on 02/22/2012 for the course CSR 309 taught by Professor Staff during the Fall '08 term at Purdue University-West Lafayette.

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handout socap reeves - Does Your IVR Suck? Richard...

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