The Squawk Point

Organisational Mechanics

  • Home
  • Blog
    • People
    • Data
    • Process
    • Wild Cards
    • Index
  • Podcast
  • Book

Six Musts if You Use Voice Response…

17 January, 2014 by James Lawther 10 Comments

It is a bit of a touchy subject

Should you use a: Voice Response Unit VRU, Interactive Voice Response IVR, one of those damn electronic things (call it what you will) to answer your customer’s calls?

The naysayers will have you believe they damage “moments of truth” and ruin the “customer experience”.

The fans will tell you they are hugely efficient, and will save you millions.

I don’t have an opinion

… about whether you should use them or not… I don’t mind them, but I am the sort of miserable old git who doesn’t like talking to people, so what do I know?

But I do believe that if you choose to use one you should…

Design it well

  1. Menus should be short: we can only remember 4 things (and the last thing should always be “for all other queries”)
  2. Put the most requested option first: normal people only ring parcel delivery firms to find out where their parcel is.  That really ought to be option one. (Not the whiz-bang cross sell option)
  3. Don’t ask the same question twice: if the technology asks for your customer’s details and verifies who they are then please, for the love of your God / Spouse / Child, make sure your agents don’t have to ask again.
  4. Tell your agents what the customer wants: if your customers chose “payment query” then make sure they are directed to the “payment queries” team.  — Try choosing that option on your own system and asking the agent who answers if they know why you called.  You will be appalled by the answer.
  5. Don’t get clever: if you can’t draw out the call routing logic on a sheet of A4 paper by hand and read it at arm’s length you can’t understand what is going on and nobody else will either.  Keep it simple.
  6. Choose your hold music wisely: please do not use Zoom by Fat Larry, unless of course it is part of your call (and customer) mitigation strategy, in which case I thoroughly recommend it.

P.S. If you need further technical clarification on system design please watch the video

If you enjoyed this post click here for updates delivered straight to your inbox

Read another opinion

Image by Mark Strozier

Filed Under: Blog, Process Improvement, Tools & Techniques Tagged With: best practice, communication, information technology, interactive voice response, service design

About the Author

James Lawther
James Lawther

James Lawther is a middle-aged, middle manager.

To reach this highly elevated position he has worked in numerous industries, from supermarket retailing to tax collecting.  He has had several operational roles, including running the night shift in a frozen pea packing factory and carrying out operational research for a credit card company.

As you can see from his C.V. he has either a wealth of experience or is incapable of holding down a job.  If the latter is true this post isn’t worth a minute of your attention.

Unfortunately, the only way to find out is to read it and decide for yourself.

www.squawkpoint.com/

Comments

  1. Annette Franz says

    18 January, 2014 at 6:14 am

    LOL, James. Loved that video. It certainly added some level of clarity to your point. :-)

    I think a key takeaway here is: keep it simple. (Even if that means to not use VRU.

    Annette :-)

    Reply
    • James Lawther says

      18 January, 2014 at 8:25 am

      Glad you enjoyed it. It made me laugh

      Reply
  2. maz iqbal says

    18 January, 2014 at 10:55 am

    Hello James
    Great advice. Loved the video. Whilst it is funny it also speaks a deeper truth to me. It occurs to me that so many decisions (which impact lives) are made by people who are out of touch with the reality of daily life.

    All the best
    maz

    Reply
    • James Lawther says

      21 January, 2014 at 6:59 am

      Very true Maz. Isn’t it interesting how humour can make the points most deeply

      Reply
  3. Adrian Swinscoe says

    18 January, 2014 at 1:28 pm

    Hi James,
    Like you, I’m not a fan of cumbersome IVRs and wish more firms would design them outside-in rather than inside-out as they are much of the time.

    I talk heart, however, when I see things like Jacada’s visual IVR product that is applying some really interesting thinking to all elements of this problem.

    Adrian

    Reply
    • James Lawther says

      21 January, 2014 at 7:00 am

      I hadn’t heard of that Adrian, very interesting.

      http://www.jacada.com/products/jacada-visual-ivr-plus

      I suppose letting your customers know what is going on is invariably a good thing

      Reply
  4. Guy Letts says

    18 January, 2014 at 2:51 pm

    Well observed, James. I read this straight after a call in which they perpetrated number 3. Very frustrating.

    I particularly like the importance you attach to the ‘all other queries’ option, it’s vital.

    I do wonder whether the oft claimed ‘efficiency’ is in respect of the customer or the company.

    Reply
    • James Lawther says

      21 January, 2014 at 7:01 am

      Very good question Guy. I will let you guess what I think the answer is.

      Thanks for your comment

      James

      Reply
  5. Peter Williams says

    18 January, 2014 at 5:44 pm

    James,

    You’re spot on with the need for a well designed, well implemented system.

    I would also add that even the best designed system should only be applied to appropriate call types or caller types and the use of voice recognition reserved for scenarios that demand that level of interaction.

    The lift is a great analogy – why replace a button with voice response. The same in an IVR, if the option(s) is well defined then selecting 1, 2, 3 etc is the least effort for the customer and has 100% accuracy. However, if the options the customer may need to select are more complex then voice recognition can replace multiple layers of menus and provide a better experience.

    Choosing appropriate call types is also key. Balance enquiries, timetables, simple bookings – perfect for IVR. Quicker for the customer and cheaper to deliver. Upselling / cross selling and customer care – beware and use IVR judiciously. A customer’s propensity to buy or be retained will be seriously impacted by navigating a complex IVR.

    So, in summary (IMHO) design the technology well but as importantly design the end to end customer experience you are looking to deliver.

    Reply
  6. James Lawther says

    21 January, 2014 at 7:04 am

    Your humble opinion is welcome Peter. Thanks very much for the comment. It is a little trite of me but I think IVR design is just about using the right tool for the job.

    Though the real question is who decides what the job is, the customer or the corporation.

    James

    Reply

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Explore

accountability assumptions beliefs best practice blame bureaucracy capability clarity command and control communication complexity continuous improvement cost saving culture customer focus data is not information decisions employee performance measures empowerment error proofing fessing up gemba human nature incentives information technology innovation key performance indicators learning management style measurement motivation performance management poor service process control purpose reinforcing behaviour service design silo management systems thinking targets teamwork test and learn trust video waste

Receive Posts by e-Mail

Get the next post delivered straight to your inbox

Creative Commons

This information from The Squawk Point is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License.
Creative Commons Licence
Customer Experience Update

Try This:

  • Fish Bone Diagrams – Helpful or Not?

  • Regression to The Mean

  • Should You Punish Mistakes?

  • The Alpha Male Paradox

Connect

  • E-mail
  • LinkedIn
  • RSS
  • YouTube
  • Cookies
  • Contact Me

Copyright © 2025 · Enterprise Pro on Genesis Framework · WordPress · Log in