I am new to this forum, so Hi to all!
NB All my comments below refer to true IVR - the ability to provide a complete self-service transaction, rather than merely a call routing device.
David's original question is a challenge to answer,due to the fact that there so few quantifiable results published on the success rates of IVR.
This is ironic, as the two main selling points of IVR are that it reduces the cost of a transaction and that it improves customer service - both clearly measurable!
There are of course various statistics provided by the Henley Centre, which reports that 60 per cent of customers believe auto-access (IVR) systems improve service, but these are often generic examples.
The important point is "what do MY customers think of the service that I am providing on MY IVR".
There are ways of assessing the IVR success rate, but they also need to be considered within the bigger picture.
For example, if should be expected that the percentage of calls transferred to an agent (where the facility exists) should be roughly 15%, a significantly higher proportion of transfers may suggest that the callers are not satisfied with the automated service.
However, this judgement cannot be made unless the reason for these transfers is logged. I know of very few call centres that provide their agents with a mechanism for logging a comment or complaint regarding the IVR. As we are told so often, only 1 in 10 customers who have reason tocomplain actually do, so ignoring the complaints is hiding a bigger problem than stats may suggest!
A simple tick box on the customer record could register the fact that the customer made comments re the IVR, which could be followed up by someone with a vested interest in the performance of the IVR - clearly not the agent. I know how impressed I would be if I received a call from a company who I perceived were genuinely interested in my comments.
It may be that the IVR provides 3 services and for each customer calling for one service, it satisfies the need perfectly. But what if customers want to perform two different services? This sounds obvious but I have encountered systems that require the customer to call back if more than one transaction is required! - or more typically, require the caller to identify themselves again even on the same IVR transaction!
It may be that callers typically do require more than one service and the second service is not addressed by the IVR. For example, a mail order company may provide an automated service that allows their field agents to know how much commission they have made from sales, who will then want to speak to an agent to buy products based on that commission. In this example, the IVR is performing its role, in that the call centre agent is engaged purely in revenue generation activity, rather than being the interface between the back-end data and the customer, which is, of course, the Ivy's job.
Another method would be to track those account numbers who use the IVR and therefore work out who doesn't, for follow up later. This would be very simple to achieve through the IVR and would be an invaluable aid to improvement.
The most effective method, however, is to usethe IVR to assess itself - by asking a question or two at the end of the IVR transaction. This is important for two reasons; The feedback is at the point of the transaction and it is collected by an impersonal device - the IVR. Research out of Stanford University on human behaviour has concluded that if you want true feedback on your company's services, don't get a human to do it, as unless we are truly furious and willing to let go with both barrels, we will tend to play down issues we have experienced.Far better to get an automated system to be the channel for feedback due to its impersonal nature.
I think it is common for us "call centre types" to forget that we are customers of organisations too, which is why I always try to consider my ownreactions to automated IVR services when designing a system or reviewing an existing setup, which is probably the best advice I can give anyone.
My own bank is a good example. I prefer to use the IVR to retrieve my account balance and to pay bills, however I will use the web service to review standing orders and go through my statement. I will only call the call centre when I have a complex query where the agent can actually add value.
I would be keen to hear others' views on this.
Regards
Andy Cowhig (andy.cowhig@ntlworld.com) |