Omni-Channel Customer Engagement Article

When you’re wearing the hat of the customer, how do you want to interact with your favorite brands when you have a question or problem to solve? For those of us who still place phone calls, the interaction often starts with Interactive Voice Response (IVR) and ends with frustration. To drive optimal omni-channel customer engagement, the focus has to go beyond rigid menus and poorly designed user interfaces.

According to a recent blog post by omni-channel customer engagement solutions provider, Aspect (News - Alert), new innovations and technologies are changing the reality for IVR, producing happier customers, happier agents and lower costs in the contact center. It sounds too good to be true, but if you’re still using antiquated technology in an omni-channel environment, it’s time to consider what you’re missing. For Aspect, the focus is on Visual IVR. Let’s explore the concept.

The use of Visual IVR incorporates the typical smartphone as you use your screen to navigate the menu. The visual interface allows customers to interact with touch or click commands (yes, you can use a computer) once they dial the customer service number. A link is provided to a web page where the IVR options are presented visually. When the link is opened, the caller is then in a mobile web app. The user can continue within the IVR call with the option to transfer to an agent or end the call.

While IVR is often used to shorten the call interaction and streamline the exchange of information, a Visual IVR experience appears to lengthen it. But there are a number of reasons why this option makes sense. First of all, it’s less frustrating, which is essential for omni channel customer engagement. It also delivers the effortless, digital experience that customers not only want, but also demand from the companies with which they do business.

Personalization is easily supported as it dynamically serves menus that are specific to the caller according to profile, behaviors, preferences and recent interactions. This enhances the experience while also making it faster for customers to get the information they need without the help of a live agent. Overall data collection is eased, and it enables data and content to be transferred to an agent when live help is needed.

To truly deliver on the optimal omni-channel customer engagement experience, you have to eliminate those steps or technologies that frustrate the customer. If that’s your IVR, it’s time to consider a different way of interacting that delivers the results you want.