If we go back in time by a couple of decades, we would find that progressive businesses used automation in the form of IVR (known as Interactive Voice Response) phone systems. Based on the input provided by the user by pressing the suggested keys on a keyboard or dial-pad, the IVR services would direct the caller to the right person, or provide the selected information verbally. These early-stage automatic systems sounded robotic but usually helped users acquire basic information and perform tasks such as placing an order from a limited catalogue or a service request.
However, the smooth, automated abilities of the IVR systems are rapidly losing favor with the customers, simply because they are ineffective, mechanical, and incapable of real-time responses. What if a customer is facing a technical problem, or needs support on an urgent basis? The IVR would just keep replaying the pre-recorded bunch of instructions, and if no response is selected, it would disconnect the call after a specific number of seconds or attempts.
With customer experience becoming a make-or-break criterion for modern businesses, greater integration of advanced technologies such as AI, machine learning, and Natural Language Processing (NLP) has become necessary. From the mechanical voice responses, it is time to now switch to smart, contextually aware, and sentimentally alert, interactive voice recognition systems.
From voice response to voice recognition – the changing world of IVR systems
To begin with, the first major differentiator experienced by any caller is a human-like voice that would greet them in the native language (yes, cutting-edge IVR solutions are now available in vernacular languages such as Hindi, Tamil, Bengali etc., and the range is rapidly expanding). Thus, even if there is a computer listening to the caller, and responding at the backend, the experience delivered resembles a conversation with an intelligent and helpful human agent. That is a great starting point to build trust, and make the customer converse freely.
The modern AI-powered conversational tech would ensure that the conversation is not one-sided or limited to the customer tapping a few keys as instructed, but a multi-layered engagement. It saves time as well because the callers don’t need to repeatedly listen to the voice instructions and press keys for a response. They can simply tell the machine what they want to do, or what information they seek, and the machine responds verbally, in real-time, and dynamically. If it is a complex query or transaction, the AI-voice recognition system would quickly transfer the call to a human representative. This can reduce escalations, save time, and lead to a greater customer experience.
In a world crunched for time, the elimination of several waiting minutes, and quick, well-directed response from the AI-IVR systems ensures great customer delight. First-call resolutions and lowering of Average Handle Time augur well for the company as well.
IVR powered customer service to improve customer service
No, this is not an attempt at wordplay. AI-powered IVR systems can be seamlessly integrated with advanced speech analytics systems. Thus, every conversation held on the phone, email, social media, and onsite chats can be stored and analyzed to get insights into the customer sentiments, and the outcomes of conversations held.
A customer could be happy and have a positive perception of the brand, and another one might be angry, unhappy, and critical due to reasons like service failures or delayed response, etc. Modern, AI-based IVR systems can analyze sentiments through the identification of voice patterns. The recorded conversations would be analyzed on various parameters such as anger, disappointment, irritation, etc, and these insights can be then used to improve agent responses, product knowledge, creation of new products/services, or plans based on popular demand.
The majority of the customers today, are willing to spend a little extra if they get great customer service. Switching from legacy IVR to interactive voice recognition systems is one of the sure-shot ways to elevate your CX to the new normal. Are you up for it, or wish to lose some more ground and revenue to the rivals who make the right move first?
(The author Bhaskar Mishra, Head of Product, Mihup and the views expressed in this article are his own)
