Pick Up The Phone Already!

We’ve all been there…trapped in a phone cue listening to extension options trying to navigate our way to what we hope will be a live person on the other end or, at a minimum, perhaps a digital message containing the information we’re looking for.

The implementation of these Interactive Voice Response Systems or IVRs as they are commonly referred to is meant to automate and reduce the cost of common sales, collections, inquiry and support calls.  IVR solutions enable users to retrieve information including bank balances, flight schedules, product details, order status, movie show times, and more from your telephone. Additionally, IVR solutions are increasingly used to place outbound calls to deliver or gather information for appointments, past due bills, and other time critical events and activities. Unfortunately, the amount of information companies have tried to include in these systems is often overwhelming, leaving the customers to navigate their way through the maze of options in hopes of finding what they’re looking for.

Automated services such as IVRs have perhaps reduced costs, but may not improve the customer experience. A recent survey conducted by Greenfield Online and published in callcentrehelper.com, a leading UK call center publication, shows 41 percent of UK consumers cite voice self-service as the most annoying communications channel compared to only 1 percent who find it satisfying. In instances where users became “trapped” in the automated system, customers often spent an average of 10 minutes before reaching a person.

Consumers stated one of their biggest concerns in dealing with IVRs was their inability to recognize their unique value to the company, lack of personalization and generally they are not very effective at recognizing customer needs or intent.

Nearly 60 percent of respondents still prefer to communicate to a live agent. The survey shows 25 percent of consumers prefer email while 7 percent of respondents prefer using the web. The survey was conducted in the UK, but I believe the results would be similar if conducted in the United States.

While automation can reduce costs and in some cases is preferred, I believe this survey further fuels the argument that there is still no substitute for quality personal care.