Goodbye IVR... Hello Visual IVR
How going visual with your IVR can lead to an improved customer service experience
Interactive voice response has served its purpose well over the decades, but times are changing and so too must IVR -- not only has the technology lost its panache of late, but it also has become one of the least preferred customer touch points.
The answer as to why this is happening is quite simple... efficiency. IVR is (or was) efficient, but it does not meet our standard for efficiency today. With our multitasking, fast-paced lifestyles, we have come to realize that visual interactions allow us to do and retain more in a shorter period of time. As developmental molecular biologist Jon Medina, points out in his book, Brain Rules, "Sharing visual content during conversations can boost comprehension and recall by up to 600%."
Visual IVR, as the name implies, takes all the great features of IVR (ability to handle high call volumes, 24-hour availability, lower contact center costs, etc.) and adds a visual interface for visual representation of the audio-only IVR menu on a smartphone or computer. Because visual IVR provides such a differentiated experience by enabling customers to quickly scan their screens and navigate their ways through calls, it warrants serious consideration when evaluating upgrades for an existing IVR system.
Visual IVR is ideal for use with LTE networks since the visual content is Web-based (unlike video IVR where the content streams together with the audio). In many cases, LTE provides the added ability to simultaneously manage a voice call and data to a network. In short, visual IVR enables the caller to make choices both visually and audibly by syncing the audio and visual portions of the call and LTE's rollout helps make this happen.
Visual IVR brings with it a lot of benefits. These include:
- Increased selection accuracy lowers average handling times/call duration (visual navigation is faster than listening to audio prompts)
- Intuitive visual navigation improves first call self-service resolution rates better than speech recognition
- Information-rich input allows for the easy collection of complex alphanumeric data
- Simultaneous interactive two-way voice and data interaction reduces the need for agent involvement
- Omni-channel experience enables the caller to start a chat or text session, send an e-mail, request a callback, or transfer to an agent
- Secure communication channel for data exchange to and from the IVR eliminates data theft
As you can see, visual IVR is simple to use and offers callers great benefits, especially when it comes to self-service customer care. Visual IVR also offers the providers (e.g., mobile network operators and enterprises) the advantages they are looking for, including lowering customer care costs while enhancing the customer service experience. Visual IVR is a true win-win offering.