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IVR - IVR Can Help with Branding, Social Marketing
June 27, 2011

IVR Can Help with Branding, Social Marketing

By Ed Silverstein, TMCnet Contributor

Interactive Voice Response (IVR) can be used for marketing efforts to improve a company’s image.

On one level, businesses and other organizations are using IVR for lower-cost calls that relate to sales, service, collections, inquiry and support, TMCnet said.

IVR solutions also provide input and responses via spoken words and voice recognition, TMCnet adds. 

But it also has been found that IVR systems can integrate with various marketing techniques. For example, if a company was having a food drive it could accept monetary donations and food onsite, and could set up an IVR to process payments, promote an event, answer customer questions, and refer the public to additional organizations.

In addition, IVR systems let users call, as well as get details on a company’s social marketing, according to Plum Voice.

IVR systems can also be used in branding. Companies get attention through curiosity. Companies can also encourage customers to call for additional information, rewards, coupons, and surveys, Plum Voice said.

“Integrating IVR systems into overall marketing strategy can open up additional lines of communication between companies and customers, and can ensure that products and services receive the most recognition possible,” Plum Voice adds.

In other recent news about IVR, a study conducted by Liel Leibovitz, an assistant professor of communications at NYU, performed for Interactions Corporation, says there is “continued overwhelming dissatisfaction” with IVR systems, despite continued investment in and technological growth in the IVR industry, TMCnet said.

As far as customers are concerned, IVR systems are the least desirable service option, TMCnet said.

Yet, the global market for IVR equipment and services is projected to increase to $1.9 billion by 2015, according to TMCnet. But some 83 percent of consumers say IVR systems provide either “no benefit at all” or “only a cost savings benefit to the company,” TMCnet adds. And only 16 percent of consumers say they receive a benefit from IVR systems.

Ed Silverstein is a TMCnet contributor. To read more of his articles, please visit his columnist page.

Edited by Juliana Kenny

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