IVR Customer Insight Is Good Business
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Paper Summary
Most customer experience executives acknowledge the importance of measuring performance for their agents. But when it comes to understanding customers’ behavior using an interactive voice response (IVR) or speech self-service platform, these executives find that they do not have sufficient information to determine why customers act in certain ways, such as abandoning the self-service application prior to task completion.
Contact center metrics focus on operational data such as number of calls and average handling time, but these indicators do not report on the actual customer experience, such as identifying system bottlenecks or confusing prompts. To optimize the value of speech self-service and IVR applications and improve callers’ experience, customer experience executives need greater insight, beyond surveys and customer feedback, to understand specific customer behaviors.
Emerging customer behavior intelligence applications do not replace traditional metrics but complement them and provide valuable marketing information to improve users’ adoption for voice self-service applications.
Forrester research presents best practices that help marketers better utilize their IVR technology, including:
- Which metrics inform business decisions and provide insight into customer experience
- Tools to optimize customer interactions
- Why understanding customer behavior improves growth
This research paper mentions Visual Sciences' platform called Visual Call as one of the leading providers of customer behavior analytics. Earlier this year Omniture acuired Visual Sciences and is now pleased to offer these services to its customers.
