siliconindia | | June 20199is adoption of a customer-centric ap-proach that treats IVR as a central part of organization's overall customer-ser-vice offering. Some of the key metrics to be considered are:Personalization: IVR systems can achieve higher levels of personalization in several ways. For example, voice biometric authentication can use a caller's voice for authentication which makes processes a lot simpler and easier for the customers. IVR system, knowing the language of preference, is another example of personalization so that customer do not have to ask for language they want to interact, IVR of some of the airlines now welcomes returning members of its frequent fly-er program by name. So, personaliza-tion of IVR keeping in mind customer needs is really important.Customer Profiling: Organiza-tions should determine dynamic cus-tomer journeys and tailor the design to address those requirements. For exam-ple, if customers who normally check their last transaction details, then for that customer IVR should first provide that rather than standard menu options. On other hand, if a customer always transacts via digital channels calls a help line, then it has to be profiled like that. Some customers prefer to have human assistance, and the best course of action in this case might be to pass the call to a human assistance as soon as possible.Outside-in; Not Inside-out View: Most of the companies design and implement IVR keeping internal orga-nization structure in mind. One should look at customer's perspective and reasons they reach-out to your IVR systems, putting yourself in customer shoes. This can also be enhanced by strengthening process that can improve such interactions. Continuous Improvement Using Advance Analytics: Advance ana-lytics is such a crucial component of IVR system that it not only helps in defining customer profiles, but can also influence new revenue opportunities, can have significant impact to reduce repeat calls, customer retention oppor-tunities and give insights on continu-ous improvement opportunity areas. Advanced analytics plays a crucial role in Intelligent blending when con-versational IVR hands-off conversations to human assistance with the context and dialog to elevate customer experience (CX) so that human agents can take the conver-sation from where the IVR has handed-off the conversation instead of starting a fresh conversationAdvanced IVR SystemsWith advancement in technologies, new IVR systems are becoming more intelligent and really an interactive voice response system. To mention some that are becoming powerful technology levers to replace hu-man assistance for simpler queries and conversations -- Automated Speech Recognition (ASR) Based IVRs: Advancement of speech to text and text to speech tech-nologies, and ability to integrate with organization's data systems is paving way for customer to interact with IVR and in return IVR can respond using text to speech, thereby instead of key-pad/touch tone inputs, technologies can help and resolve a wide range of customer queries.Visual IVR Systems: Visual IVR systems combine speech and on-screen interactions. This approach not only simplifies the experience, but also ex-tends the opportunity of self-service activities that wasn't a practical ap-proach earlier using touch tone/key pad based inputs. For example, updat-ing or changing an address in an IVR system was very difficult, but provid-ing customers to select and edit their personal information on a screen is much simpler.Cognitive Virtual Assistant (CVA): With Artificial Intelligence (embedded Machine Learning, Deep learning and power of Natural Language processing en-gines), cognitive IVAs (Interactive Voice As-sistant) are getting ready for new chal-lenges to address natural, human like conversations. Not only are these sys-tems more capable than ever before, but have opened options for customers to choose as per their preference like Google Home/Assis-tant, Alexa or even traditional voice channels integrated with NLP systems to provide consistent and seamless ex-perience. Imagine a customer calling to know the status of his Insurance Claim. Advanced IVR systems can interact with customer in natural human like conversation. Customer can say `Claim Status', or `want to check the status of the claim'. The phrases and utterances can be different. Power of AI in IVA can understand the customer and even predict the next question. AI can make the conversation more human-like with the customer and if needed can transfer the interaction to human agent with all the information.In summary, how an organization's IVR is designed and performs clearly reflects brand of the organization and how focused are you being a front line interface for your customers to interact with your organization, So, to design and implement IVR, organiza-tions should have customer's perspec-tive at the center of customer service organization's structure. Achal Kataria
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