Interactive voice response (IVR) is a mature, stable, and useful technology that makes customer interactions more efficient and streamlined. Today, most individuals calling a company sales or support number have come to expect some level of interaction with an automated system. However, all IVRs are not created equally. Some are overly complex. Some companies still refuse to use IVR at all, and others have such a poor design that they are used as an example of what not to do.
How a system is designed can have a huge impact on the customer experience. Does your customer leave the interaction with a feeling of accomplishment or a feeling of frustration? Some simple tips can help ensure that your brand is part of the solution and not part of the problem.
Details Matter
One of the first things to know is how to properly build a menu system. Whether using touch-tone or speech recognition, say the destination before the choice. In other words, don’t say "Press one for sales." Instead say "For sales, press one." This helps callers easily listen for the option they need and press the right button.
The number of menu selections is also a key factor for usability. Fewer choices on a menu is better. Try to limit each menu to about four selections. Also, limit menu tiers to two. The goal is to filter out as many live callers as possible with the fewest choices, so adding any choice that's rarely used is counterproductive and just adds to menu confusion.
The order of menu selections should be from most selected to least selected. If most of your callers want to check a balance, make that the first selection. Over time, studying IVR reports should make it clear if the menu order is optimally effective or if it needs to be rearranged. Don't be surprised if customers are selecting choices other than what you expect, but do pay attention, check the reports regularly, and make changes to the menu system to move popular choices forward.
Menu verbiage should be clear and unambiguous. When IVR choices are too similar, it makes it challenging for callers to pick the right option. A caller that selects the wrong choice because of confusion will not consider it a good experience.
Conversation-Driven Tips
For speech-enabled systems, analyze words or phrases used by callers to improve the systems' vocabulary and usability. If callers often use terms that aren't understood by the IVR, make sure to add them. If callers are commonly trying to opt for a selection that hasn't been accounted for, consider adding this as an option for the automated system.
By leading callers into simple yes/no questions as much as possible, companies can create very efficient paths that allow customers to quickly get to where they want to go. It's a simple design philosophy that should be considered at every prompt.
The key is to take the time to analyze usage patterns of the system over time to improve interactions with the automation. This requires managers to evaluate caller behavior on a regular basis, but this can improve the experience because it helps conform to caller expectations rather than forcing callers to figure out which words the system will recognize.
Make It Easy, Not Difficult
Regardless of the quality of an automated system, some people simply won't deal with computers. If the intention is for the IVR to improve customer satisfaction, then create an option that directs the caller to an operator. Don't hide it or make it difficult to access. Create a large vocabulary of words and phrases that can send callers to a representative. Words such as "help", "operator", or "representative" are a good starting point.
Some experts recommend standardizing other navigation choices too. For example, pressing nine should replay a menu, and pressing star should return to a prior menu. For speech-enabled systems, "go back" or "repeat" should be valid choices.
Never assume a caller knows what's going to happen next. For example, if a choice selected goes to a live representative, make sure to play a prompt saying, "We're now transferring you, please continue to hold."
If a selection causes a short pause before a next step, use music or say "please continue to hold" to the caller. Dead silence, even for a few seconds, can be confusing and cause a customer to hang up.
Don't Ask More Than Once
In situations where multiple tones are entered (asking for a credit card or phone number), use call data to validate entries whenever possible. For example, if the phone number entered matches the caller ANI, there's probably no reason to ask for it. At the very least, query if the caller is dialing from the number they wish to use.
If a credit card entered doesn't pass MOD10 checks (a method to tell if a card number is potentially valid), you can simply indicate the card number is invalid without repeating it.
Releasing an IVR program to callers can result in improving the caller's interaction and making your call handling more efficient. However, it can also be a frustrating, maddening experience causing dissatisfaction and be a detriment to your reputation. Following these suggestions can help ensure the success of your investment, the satisfaction of your customers, and the reputation of your business.