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IVR - Customers Reveal Frustration with IVR Systems: Interactions Study
June 24, 2011

Customers Reveal Frustration with IVR Systems: Interactions Study

By Rajani Baburajan, TMCnet Contributor

Interactions Corporation, a provider of patented technology for automated voice and other interactive systems, released the findings of a study on consumer perceptions of Interactive Voice Response (IVR) Systems.

The study finds that while Global IVR market is expected to grow to $1.9 billion by 2015, an overwhelming majority (83 percent) of consumers feels that IVR systems provide either no benefit at all or only a cost savings benefit to the company.

Only 16 percent of consumers feel that IVR systems benefit them, the study conducted by Liel Leibovitz, New York University Assistant Professor of Communications, commissioned by Interactions Corporation said.

A major shortcoming of IVR is they are difficult to use. On an ease-of-use scale, IVR system scored lower than any of the other service options and was the only option perceived as difficult to use. For a majority of consumers, IVR was the least preferred service option. Only 15 percent of consumers chose IVR as their preferred option.

While earlier studies have indicated that customers have desired for automation in self-service, this study reveals that customers still prefer live help to automated assistance. Sixty seven percent of customers still prefer live agent-provided service over other service options, the survey said.

Overall the survey concludes that there is continued overwhelming dissatisfaction with IVR, despite the increased investment in, and recent growth of, the IVR industry. Consumers still view them as difficult to use and less desirable than any other service option.

The IVR study reveals there is frustration with the predominant IVR solutions available today. It also emphasizes the importance of implementing customer care solutions that improve customer experience.

“This study reinforces why companies are seeking customer care solutions that provide a better consumer experience,” Interactions CEO Mike Iacobucci, said. “There is a significant, measurable experience gap between a customer service agent and IVR.  If IVR is going to remain relevant, this gap must be narrowed.”

Interactions is trying to address this challenge a self-service alternative that engages consumers in a positive, productive experience.  “Getting the experience right not only benefits consumers, but also provides businesses the full economic benefit of self-service,” said Phil Gray, Interactions EVP, in a statement.

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Rajani Baburajan is a contributing editor for TMCnet. To read more of Rajani's articles, please visit her columnist page.

Edited by Jennifer Russell

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