When it comes to staying connected with the customer, visualization is a sought-after tool and businesses tend to focus on a web presence. Many don’t even consider putting effort or resources into their current IVR system, which means they could be missing a key opportunity.
According to this Angel blog, most large call centers that experience extremely large call volumes could enjoy great advantage by shifting gears and investing in IVR. By taking some time to analyze the IVR metrics, make the right corrections within the platform and repeat the process, customer satisfaction will improve. This efficient approach to IVR can also deliver additional cost savings, particularly when it comes to applications dealing in large volumes.
When it comes to the types of metrics being used specifically for analyzing phone applications, there are few examples that shed some light on how to proceed. Web analytics enable businesses to gain a true picture of performance and without them, web designers are kind of fishing in the dark. Analytics for IVR are even more difficult to come by.
Useful tools like Google (News - Alert) Analytics for phone services are not nearly as prevalent as their web counterparts. They also tend to be less than economical or difficult to use.
While there are differences in the two, phone and web analytics do share some components. Measuring the rates of exit and hang up times can measure the number of customers that give up before the call is answered or they reach their intended destination. The web offers an exit rate based upon a customer’s ability to stay on a page instead of continuing with the suggested form.
As for phone, a caller is entered into a designated section and if they disable the call, the indication of where the caller might have been experiencing problems is easier to recognize. Hot spots are another way to showcase the number of voice page hits as well as web page views. Both have features that show the number of times a customer accesses them but particular sections of IVR can take it a step further.
The number of voice page hits in IVR also reveals troubles with certain applications. If a customer is being led there unintentionally, an effective IVR system will make this error obvious so a change can be made.
In order to have the most efficient customer service within IVR, compared to the web, it is important to know where troubles lie. Knowing the amount of time a customer spends on both can be very beneficial to a company as they set out to deliver the optimal customer experience.
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Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.
Edited by Rich Steeves