In the world of IVR there are only a few moveable parts. The prompting is critical, relevance is important, progress is vital, but what about the persona?
Well, yes, a poor persona can still get the job done, and probably won’t destroy your brand too much (most organisations tolerate a degree of customer complaints about the IVR anyway!). However, we’ve proven through real-life case studies that a well developed persona can increase customer engagement as much as 10%. That’s the same prompt said by the old voice versus the new “persona”. You should try it on just a couple of key prompts and you may find the investment is worth much more than just brand alignment.
In line with this is the quality and context of the messages themselves. I know there plenty of people argue that having the information in a prompt is sufficient but results, I’m pleased to say, prove differently. I also know plenty of people who agree with paying more attention to the way a message is conveyed but they tend to be the business “onlookers” to a process to often managed in IT.
So here’s a recent case study to make this more factual.
A client removed some of the 60s verbose messages that fronted their IVR. Not entirely, but it shortened the message by almost half. The result was a 3-4% uplift in customer identifying themselves at the conclusion to that prompt. That in itself is significant but even more so when I tell you that this represents about a 20% uplift overall. The findings have allowed the client to sell in the argument for quality and context over volume. Some major streamlining is imminent!
So, our tip: Get on and review your persona, create a style guide to fit your brand, and make it happen. It is a process that can be done in weeks and deliver not just a more branded experience but one that’ll give you greater customer engagement that delivers the self-service and routing outcomes you are seeking.
Oh yes. And you may also want to carefully research the merits of the gender of your voice and how female versus male really does matter. There are numerous articles on the reason why so many IVR systems are female (check here) but we have a proven methodology that is seeing this shift quite dramatically towards male talents in Australasia. Now we’re not saying a male voice is better, but we do have a research methodology that overcome natural bias and gets you a result that will fit your brand and attempts to engage callers. Make sure you drop us a note if you’re interested as we’ve helped with developing the persona for brands such as National Australia Bank, Westpac, Inland Revenue, Meridian Energy, Mercury Energy, and ANZ Bank.
About Flare Design: We’ve delivered more than a dozen new persona’s in NZ and Australia in the past five years and expect to see many more in the future. We have a fantastic user interface prompt writer and persona coach in the team and after a five minute chat you’ll see the value. If you’re thinking about what your IVR voice does for your business then drop us a line.