ivr webinar: using ivr effectively
DESCRIPTION
TRANSCRIPT
Ge#ng It Right* in Mobile
Kane Russell, Director of Marke4ngWaterfall
*What is IVR and how to use it effec4vely
Waterfall and the Waterfall Pla-orm
Waterfall Mobile๏ Founded August 2005๏ Offices in SFO (HQ), NYC & Aus4n๏ Backed by Vista Equity Partners ๏ Cross-‐channel mobile & social CRM via
SMS, MMS, QR Codes, IVR, Facebook & TwiVer
๏ Free trial: www.waterfall.com๏ API suite: apidocs.waterfall.com๏ Custom applica4on development๏ Short code provisioning, cer4fica4on &
audit management
Reference Clients & Brand Campaigns
๏ What is IVR?
๏ Why is voice messaging important?
๏ How does IVR work in a marke4ng context?
๏ Can you explain some example IVR use cases?
๏ Are there IVR best prac4ces?
Objec<ves
Interac4ve Voice Response
๏ Goal: providing customers self-‐service op4ons for their phone inquiries
๏ Companies: huge cost savings by automa4ng phone communica4on
๏ Users: the “press 1 to do this, press 2 to do this, press 3...” adventure
Technology
๏ Computer telephony integra4on (CTI)
๏ Computer/human interac4on enabled through dual tone mul4-‐frequency signaling (DTMF)
IVR Defined
Diagram of Dual Tone Multi-Frequency (DTMF)
The Importance of Voice Messaging
Source: Nielsen, CTIA
0
2,000
4,000
6,000
8,000
1995 2000 2005 2010
Mobile Voice Minutes Used Per Subscriber Per Year
Mob
ile M
ins U
sed/
Subs
crib
er
Year 1995 2000 2005 2010
Mobile Subscribers
Minutes Consumed
Minutes/Subscriber
33.8M 109.5M 207.9M 302.9M
37.8B 258B 1.5T 2.2T
1.1K 2.4K 7.2K 7.3K
Voice Messaging & The Celebrity Effect
๏ Average person makes 250 mobile calls/month
= 900 billion calls made per year
= 2.2 trillion minutes used in 2010
๏ 81% of the top TwiVer 200 are individuals, not brands
Source: Deadzone, CTIA, Twitaholic
IVR In A Marke<ng ContextEveryday Use Cases IVR Benefit
Off-‐hours service 24/7/365 aUen<on
“Automated aVendants” Call rou<ng
Yes/no Q&A Data collec<on
Real-‐4me account balances Data dicta<on
800 or 888 IVR lines Free to end user
Lookup of movie showing 4mes Database connec<vity
Customized IVR flows Recorded voice
IVR success factors Repor<ng & analy<cs
Simultaneous caller support Scalability & flexibility
Hosted IVR solu4ons Cost effec<ve & speed to market
AVend to customer instantly Meaningful connec<on to customers
IVR Benefit Marketing Benefit
IVR In A Marke<ng ContextMarke<ng Benefit
24/7/365 aUen<on
Call rou<ng
Data collec<on
Data dicta<on
Free to end user
Database connec<vity
Recorded voice
Repor<ng & analy<cs
Scalability & flexibility
Cost effec<ve & speed to market
Meaningful connec<on to customers
IVR = database marketing via voice messaging
Example IVR Use Case #1
Objec<ve
๏ Acquire 21+ entries into Suda la Verde sweepstakes & engage entrants with game day voice reminders from "Las Senadoras"
Solu<on
๏ SMS sweepstakes entry
๏ IVR voice message to user phone
๏ English and Spanish op4ons used
Example IVR Use Case #2
Objec<ve
๏ To provide alterna4ve credit card payment services, PayNearMe allows people to purchase online and pay in cash later at convenient store like 7-‐11
Solu<on
๏ IVR and Text
๏ Validates PayNearMe account using mobile and account info
✓ Retrieve order number and balance in real 4me
✓ Transac4on balances checked
✓ Payments authorized and confirmed
Call-‐to-‐ac<on
๏ Regular number vs. FTEU
๏ Mobile only vs. Landline + Mobile
๏ Incen4ve + Clarity + Compliance + Strategy*
*See the full blog post: “How to Create a Great Call-‐to-‐Ac4on: 4 Ingredients & A Secret Sauce” hVp://bit.ly/jBRI67
IVR Best Prac<ces
Session management
๏ Mobile vs. landlines
๏ First 4me vs. returning caller
๏ Single vs. double opt-‐in
๏ Interac4ve menu
IVR Best Prac<ces
Demo: 1-800-816-5007
๏ Subscrip4ons
๏ Landline overrides
๏ VIP/exclusive lists
๏ Metadata
๏ Language support
๏ Custom campaigns
IVR Best Prac<ces
Subscriber management / CRM
Cross-‐channel IVR
IVR
IVR
๏ Voice messaging through opt-‐in communica4on
๏ Can seamlessly interact with other mobile channels
Examples
๏ Call-‐to-‐SMS sweepstakes entry
๏ QR code-‐to-‐call IVR
๏ Call-‐to-‐Like on Facebook
๏ Call-‐to-‐Download an app
Key Takeaways
ConnectIVR is interac<ve voice messaging between a brand and customer
CelebrityIVR used with a brand spokesperson increases engagement
CRMIVR’s effec4veness enhanced using a data-‐based approach
Cross-‐channel IVR as an addi<onal channel – not in an individual silo
Any Ques<ons?
For more informa4on visit www.waterfall.com
Or contact us directly: [email protected]
More industry informa4on available on our blog @ waterfall.com/blog/