the 7 essentials of ivr replacement. all rights reserved © 2005, genesys telecommunications...

The 7 Essentials of IVR Replacement

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All rights reserved © 2005, Genesys Telecommunications Laboratories, Inc.

The 7 Essentials

Leverage experts in deploying open voice and speech standards;

Integrate self-service with agent-assisted service;

Apply the level of call automation that best serves customers;

Reuse the business logic of existing Web applications;

Set up a clear migration path to VoIP systems;

Keep “multi-tenancy” self-service as an option; and

Track and measure every customer interaction through its entire lifecycle

#1 Leverage Experts in deploying Open Voice and Speech Standards…

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29%

47%

19%

4%

Critical Important Significant Insignificant

Significance of Self-Service in Delivering Customer Satisfaction

% of customer service executives

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Leverage the Experts – Why? Datamonitor Conclusions

The existing contact center model fails many businesses and customers. Many enterprises are beginning to realize this and are adopting a more distributed model.

In this model IVR plays 2 very important roles: identifying calls in order to intelligently route them, and as a self-service channel.

Despite the perceptions, well deployed self-service applications improve not reduce customer satisfaction and have a positive impact on the bottom line.

The telephone will remain the dominant customer contact channel for the foreseeable future, and the therefore IVR the most effective self service channel. Speech enabling IVR allows for a much richer use experience and for the deployment of a much wider range of applications.

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Leverage the Experts

Callers have a specific task in mind. Task-oriented.• Need to feel they’re making progress on desired task right away.

• Multiple steps ok, as long as making progress towards desired task.

Keep It Simple. • Call flow needs to match callers’ expectations.

• “Tell me what I want, when I want it.”

• Customer complaints: “Too Complex & Confusing.”

Evaluate the end-to-end customer experience.• Web, IVR, and CSR experiences need to be consistent.

• Callers don’t distinguish between automated vs. assisted service.

• Callers don’t want to repeat themselves or get transferred around.

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Don’t Block the • Reduce prompting before initial caller input (< 35~40 seconds).

• Menu options must be clear, concise, and include all relevant choices.

• Use “just-in-time” Identification or Authentication (as needed).

• Avoid “empty messages” (from caller’s perspective).

• Keep it simple. Avoid cognitive overload. Less is sometimes More.

Don’t Block the • Callers should be able to press 0 at any time.

• Know what info callers are/aren’t willing to get from an IVR.

• Focus on partial-call automation, not just call containment.

• The right IVR solution + CTI/screen-pop & agent training are critical.

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“Sound and feel” of the system (= Persona) can impact callers’ impressions of:

• Quality & credibility of information they hear

• Usage of automation

• Purchasing intension

• Company’s brand image

Persona is shaped by…• Intentional persona design.

• Dialog design (call flow and prompt wording).

• Voice talent selection and performance.

#2 Integrate Self-Service with Agent Assisted Service…

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Integrate self-service with agent-assisted service

In a recent worldwide survey, respondents listed “having to repeat previously entered information” as the 3rd biggest source of frustration with Phone-based Customer Service. Only long hold times and confusing automated menus ranked ahead.

When asked why they had bypassed an automated system, having to repeat information ranked ahead of confusing menus by 37% to 16%.

Why make callers repeat their information????

Source – Zoomerang/Voice Objects 2006

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Integrate self-service with agent-assisted service

SelfService

Assisted Service

RoutingStrategy

End-to-end/Real-time Interaction Tracking

How mayI help you?

•Screen-pop

•Customer info

•Available agent/site

•Right skills

Who is the customer? (Platinum, Gold, Bronze)

•Increased self-service

•First call resolution

•Satisfied customer experience

•Increased customer retention

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Genesys Voice Platform

$ 0.3 - 0.5/transaction

Enterprise Routing

$ 2 – 5/transaction

Expert Contact

$ 10 – 15/transaction

Integrate Self-Service with Agent-Assisted Service – Align Business Value

Align services delivered with customer value & needs

1 misrouted call could equal cost of 50+ self-service calls

ExpertAgentSelf-ServiceCustomers

#3 Apply the level of Call Automation that best serves Customers…

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Apply the right level of Automation - Caller Profiles

Who are they?• Caller demographics / Types of callers (Caller Profile not necessarily = Customer Profile)

• Speaking style (observe calls)

• Calling environment (Background noise? Cell phone?)

• State of mind (Is the caller distracted? In a rush? Upset?)

How are they getting their job done?• What tasks does the caller want to accomplish?

• Create use-case scenarios

What do they know?• What numbers/information/terminology do they know/have memorized?

• Do they need time to search for a number printed on a recent statement?

What do they want? What are their expectations?• Mental Model: What are the caller expectations of how the call flow should unfold? (observe

calls)

• Are callers motivated to use self-service? Will they likely ask for an agent at key points?

Continually revisit Caller Profiles throughout project lifecycle to ensure application is what callers will choose to use.

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Next Generation Self-Service Platform In Support of Corporate Branding

Persona VUI Design Adaptive Flexible Responsive Resources

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Reporting

BusinessRules

Routing

CustomerDatabase

4.0 Exploit web investments and CTI to build Customer Front Door Solution

#4 Re-use the Business Logic of existing Web Applications…

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Re-Use Business Logic of Existing Web Applications – End-End Experience

Web

CSRIVR

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Back office Applications

Web Application Server

Voice Communication

Server

VXML“Transfer Funds ”

“ Feb 26th”

1- 800-987-6543

<transfer date>

HTML

<Due Feb 26th>

www.yourcompany.com

Re-Use Business Logic of Existing Web Applications Converge Web and Phone

#5 Set up a clear migration path to VOIP systems…

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Migration path to IP

“SIP enables the power of open systems to be brought to the world of telecommunications

“Particularly in the contact center, due to the rich multi-media requirements, open systems allow customers to select non-proprietary hardware and software for queuing, routing and applying treatments to interactions.”

“For these reasons, we expect SIP to emerge as the de facto standard for enterprise IP communications”

Katrina Howell, Strategic Analyst/Program Manager, Frost & Sullivan

Frost & Sullivan

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Migration path to IP – Be Prepared

What does IP create??

IP catalyzes the separation of infrastructure and applications

IP allows an environment built for the vision many companies seek:

- Centralized management of a distributed environment

- Common routing and reporting engine for all media

IP extends the contact center further into the enterprise

- Look across the enterprise for business enhancements

IP allows business partners to interact very closely through business processes

- Transferring contacts and relevant data about the caller from center to center, between different enterprises

#6 Keep Multi-Tenancy Self-Service as an option…

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Consider Multi-Tenancy Option

Provide Division, LOB with “Virtual IVR” Ports

• Secure customer login

• Real-time and Historical Reporting

• ASR Log Manager

Manage Centrally as a Virtual Pool of Ports

• Policy Manager – real-time policy enforcement across customers/applications

• Bandwidth Manager – ensures WAN/LAN availability

• Event Collector – for analysis and CDR creation

• Call Status Monitor – variable real-time view of calls

Provide Division, LOB with “Virtual IVR” Ports

• Secure customer login

• Real-time and Historical Reporting

• ASR Log Manager

Manage Centrally as a Virtual Pool of Ports

• Policy Manager – real-time policy enforcement across customers/applications

• Bandwidth Manager – ensures WAN/LAN availability

• Event Collector – for analysis and CDR creation

• Call Status Monitor – variable real-time view of calls

#7 Track and Measure every Customer Interaction through its entire Lifecycle…

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Measure a blend of both Efficiency and Effectiveness…

Track & Measure all Interactions

• IVR Containment vs. Opt-Outs

• Average Speed of Answer

• Average Agent Talk Time per Call

• Average Calls Handled per Agent

• IVR Task Rates

• Transfers with Attached Data

• Total Agent Talk Time

• First Call Resolution

• Caller Satisfaction

• Customer Lifetime Value

Efficiency Effectiveness

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Track & Measure - End-to-End Customer Experience

The IVR is not a silo.• Anticipate partial call automation.

• Seamless blending of self- and assisted- service.

Automation + CTI =• Enable not just efficient, but effective call routing.

• Increase first call resolution and enhance customer service.

Complete Call Management:

IVR Routing Passing Data Call Center Reporting

Remember, to callers, it’s all just one service… …Customer Service!

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Track & Measure – Real-Time Surveys

Data coming out of a survey is only as good as the design & execution going into the survey.

Don’t take data at face-value. Interpret the results, considering various factors that could influence responses.

Work with experts who are familiar with the design and analysis of surveys and with automated voice applications.

Customer surveys are a valuable component of your contact center and customer service strategy.

You can’t manage what you can’t measure.

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The 7 Essentials

Leverage experts in deploying open voice and speech standards;

Integrate self-service with agent-assisted service;

Apply the level of call automation that best serves customers;

Reuse the business logic of existing Web applications;

Set up a clear migration path to VoIP systems;

Keep “multi-tenancy” self-service as an option; and

Track and measure every customer interaction through its entire lifecycle

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Finally: Update vs. Moving Truck approach of legacy IVRs

Software migration roadmap

Customers can keep existing hardware

Application development and applications for VoiceXML are portable

Thank YouThank You

the 7 essentials of ivr replacement. all rights reserved © 2005, genesys telecommunications...

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