We recently completed an IVR project focused on a very simple principle. That was:
Without massively redeveloping the current self-service system (i.e. avoid complex technical changes) how can we make the existing callers more successful, in turn driving down the demand for human support. The project was named “sticky”.
By targeting 5 key customer events we were able to lift “successful navigation” rates from an average of 45% to almost 75%. This was made up from two major failure categories: Callers who didn’t get all the information they needed, and therefore sought a CSR to complete their enquiry, and those who simply “gave up”, choosing to hang-up despite it being clear that they didn’t in fact get to any detail that could be considered to have resolved their needs. Even discounting the second group, therefore considerably understating value (These callers were likely to call afterwards via another number, rather than finish their call at the initial hang-up) we were able to deliver a five fold benefit to cost ratio.
These projects remain low hanging fruit for businesses, able to be delivered in only a couple of months. We’re now focusing on further old self-service call flows and initiatives that bring more traffic into these from the main contact centre numbers.