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TRANSCRIPT
Improving IVR Success, ROI, and
Customer Satisfaction
JILL BEAVERS ONCOR
PETER BRANDT IVR DOCTORS
April 28, 2016
I. Key IVR Redesign Drivers in Oncor’s IVR Success
The redesign first step
(Unbiased) human factors and usability testing, where customer
input helped to confirm menu and call flow hypotheses
II. “Proof of the Pudding” — The Oncor Journey
Improvement project structure and objectives
Key performance indicators — the pre/post launch
implementation story in numbers
Lessons learned
AGENDA
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ONCOR is the 6th largest transmission and distribution
company in U.S
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10 MILLIONCUSTOMERS
119,000+MILES OF LINES
3.3 MILLIONADVANCED METERS
3,400+EMPLOYEES ACROSS TEXAS
ONCOR OVERVIEW
4
CompetitiveGeneration
Competitive
Customer Service
(Retail Electric Providers)
Customer
A
C
Retail Companies
Regulated
Transmission & Distribution
A B
TEXAS ELECTRIC MARKET OVERVIEW
5
It was 2011, and Oncor’s IVR had not been enhanced or
changed since its implementation in 2001
Customer surveys revealed dissatisfaction with the IVR
Confusing and impersonal messaging
Difficult instructions to understand
Complex calling paths with redundancies
HISTORY OF ONCOR’S IVR
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SATISFACTION SCORES WERE DECLINING
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OBJECTIVES FOR 2011 IVR ASSESSMENTS &
ENHANCEMENTS
5. Align the brand
Align with the current Oncor brand initiative
4. Provide more accurate and timely updates
Ensure messaging to outage customers are both accurate and timely
3. Re-record menus
Improve quality of IVR menus using a professional voice talent service
2. Implement best practices
Utilize IVR Doctors to understand and implement best practices
1. Simplify the IVR menus
Improve the IVR menu flow to make it more user friendly
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IVR DISCOVERY & OVERHAUL INITIATIVE TIMELINE
Activities / MilestonesQ3
2011
Q4
2011
Q1
2012
Q2
2012
Q3
2012
Q4
2012
Q1
2013
Analyze IVR & identify recommendations
Draft IVR wording & process design changes
Hold executive summary meeting & signoff
Plan & conduct usability tests
Finalize message templates
IVR development (by Oncor’s IVR vendor)
System integration & user acceptance testing
Implementation
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PROJECT TEAM
Vendor/Delivery Group Responsibility
Oncor Project management; approvals and assisting in testing
IBM Implement changes to the shadow database
VertexMake changes to call routing and procure and configure a new
800 number with AT&T
TFCC Make changes to the IVR menu flow
Marketing Messages Provide professional voice talent services
The team included cross functional stakeholders across
the organization and Oncor’s vendor partners
The diversity of the team improved the quality of
analysis and generated organizational buy-in prior to
implementing the change
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MESSAGE TEMPLATE EXAMPLES – The Greeting
OLD TEMPLATE UPDATED TEMPLATE
Welcome to the Oncor Electric Delivery
Automated Outage Reporting System.
Your outage can be most efficiently reported
using your ESID number. Your ESID number is
located on your electric bill.
If this is a life-threatening situation, please
hang up and dial 911.
For options in English, press 1 now.
Para opciones en Espanol, marque el dos.
[Pause]
If you are not calling from a touchtone phone,
please remain on the line to use our voice
recognition system.
[In Spanish: Touchtone message repeated]
Welcome to Oncor‘s Outage
System.
Residential customers, press 1.
Commercial or business
customers, press 2.
Para opciones en Espanol,
marque el tres.
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THE PATH TO IVR REDESIGN SUCCESS
essentialIVR Workshop“Wizard of Oz”
IVR Usability Testoptimal
“Go-live”
Live System
Usability Test
• Collaborative
• Deconstructs/
Reconstructs menus
• Trains local team on
best-in-class menu
& call flow design
characteristics
• Your customers fine-
tune the
IVR Workshop menus
• Provides customer-
validation of the redesign
–
your best defense when
complaints come in
• End-to-end test in
the production
system prior to
implementation
• Gives you a read
on full call flows
and system
aesthetics
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USABILITY TESTING OVERVIEW
Part 1• Customer
predispositions to phone systems
Part 2• Customer
reactions to Oncor’s existing system
Part 3• Customer
reactions to proposed menu & structural IVR changes
Usability tests allowed Oncor’s callers to evaluate the IVR workshop menus that
Oncor and IVR Doctors jointly developed
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“How do you know what callers think about automated telephone systems?”
Here’s
what
Oncor saw.
Watching and hearing
callers in real time
gives you insight
you can get no other way.
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IVR SATISFACTION IMPROVEMENTS
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IVR2-IVR3: Now using a scale from 0 to 10, where 0 is unacceptable and 10 is outstanding, please rate Oncor’s automated telephone system on each of the following:
Base: Dec n=162, Jan ‘15 n=163, Feb n=165, Mar n=154, Apr n=165, May n=192, June n=195, Jul n=183, Aug n=177, Sept n=169, Oct n=151, Nov n=158, Dec n=165
77%
81%79%
74% 73%
76%
80% 79% 79%
66%
78%
86%
73%
77%
50%
75%
100%
Dec Jan '15 Feb Mar Apr May June Jul Aug Sept Oct Nov Dec Avg
IVR – Ease of Navigating Phone Menu PromptsAvg. % of Outstanding (8-10) Rating by Month for All Outages
OUTAGE TRANSACTION PERFORMANCE TRENDS - I
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IVR4-IVR5: Now using a scale from 0 to 10, where 0 is unacceptable and 10 is outstanding, please rate Oncor’s automated telephone system on each of the following:
Base: Dec n=162, Jan ‘15 n=163, Feb n=165, Mar n=154, Apr n=165, May n=192, June n=195, Jul n=184, Aug n=180, Sept n=170, Oct n=153, Nov n=158, Dec n=166
77%79%
76%
72% 72% 73%
77%
72% 72%70%
77%
83%
70%
75%
50%
75%
100%
Dec Jan '15 Feb Mar Apr May June Jul Aug Sept Oct Nov Dec Avg
IVR – Providing Confidence Outage was ReportedAvg. % Outstanding (8-10) Rating by Month for All Outages
OUTAGE TRANSACTION PERFORMANCE TRENDS - II
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KEY PERFORMANCE INDICATORS: LENGTH OF CALL
Reducing the average length of IVR calls
increased customer satisfaction.
It also reduced Oncor’s operational expenses
by 30% from 2012 to 2015.
Average IVR Call Duration
2012 = 91 seconds
2013 = 80.5 seconds
2014 = 79 seconds
2015 = 72 seconds
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2012 avg. non-match rate = 13.84%
2013 avg. non-match rate = 11.52%
KEY PERFORMANCE INDICATOR:
NON-MATCH RATE IMPROVED > 50% 2012-2015
IVR enhancements yielded an improved customer account database match rate.
This improved the customer experience, reduced operational costs, and lessened
lengthy non-match callbacks.
2014 avg. non-match rate = 9.96%
2015 avg. non-match rate = 6.47%
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LESSONS LEARNED & CONTINUED GROWTH
IVR overhaul was overwhelmingly positive
Analysis and continued improvement did not end with
the project effort
Oncor implemented an ongoing survey process to
recognize customer input and continue to improve the
IVR and other aspects of customer engagement
Completed IVR Phase 3 project in 2014 to:
Soften IVR prompt wording
Create individual calling paths for customers reporting their
outage and requesting an outage update
Add a Web Admin Console
Change the frequency of CSR callbacks
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