How an intelligent IVR system can enhance

customer satisfaction.
Rajdipkumar Gupta
17th Dec 2018

An IVR system may seem impersonal, but when combined with AI it can
help resolve problems and provide better customer service round the clock.

Has a ubiquitous voice prompt ever captured your attention? The

Interactive Voice Response(IVR) which is customarily employed to know
your language preference or give instructions has made each of our lives
very easy. Do you recall instances where these calls tell us, ‘Your call is
important to us, please hold.’ But the questions lies what does an IVR
system exactly does that brings out a response from us. What makes us
invest time and hold on the call? What are the constituents that make IVR
an intelligent system?

Having experienced at least a couple of flavours of an IVR, let us first

understand what the mechanics behind this highly reciprocal interactive
system is.

Elementary yet bi-directional, an IVR system is chiefly an application that

provides a pre-recorded voice response for various scenarios that can be
applied by using keypad signal logic, enabling access to relevant data, and
– potentially - the ability to record voice inputs for later use. Moreover,
using computer telephony integration (CTI), an IVR can hand off a call to a
human who can then view data and information related to the caller and
respond appropriately.

This being the basis of an Intelligent IVR, it comes with extremely versatile
applicability in domains such as sales, marketing, surveys, research,
information, and many others. It plays a pivotal role in streamlining calls
and achieving greater customer satisfaction with a 24x7 service. Besides
that, a call centre comes with an algorithmic process that directs the call to
the next available response executive.

But while it comes with its own set of benefits, an IVR system is an
impersonal associate between customers and agents. Additionally, it is
designed to respond to queries that are not tabulated, leaving callers
frustrated at times, and fulfilled at others.

AI and IVR.

The inception of artificial intelligence has paved the way for an advanced
response in interactive behaviour. Adding to its prowess, voice recognition
software enables both the caller and the system to be more responsive.
IVR has been fed with probable scenarios for better response and greater
customer delight.

Starting with recognising a language from a list of options for identifying

location and base of the caller based on telephone numbers, AI is an
integral role player in making IVR smarter. Incorporating various features
and technologies goes in with the sole motto of improvised customer
service and reduced customer efforts. This, in turn, is channelised to
elevate customer loyalty.

Focused on proffering a delighted customer experience, IVR lets a brand or

an organisation continue business operations combined with research.
Having said that, it is quite apparent that IVR optimisation is key for this
purpose. It aims to extend features such as shorter menu options, multiple
language options, updating the IVR script, delivery consistency, acting on
feedback, response to surveys and research, and routing of calls to
relevant departments.

Enhancing customer experience.

The ubiquitous “telephone operator” of yore has changed to a “live” call

centre agent who answers a call in the case of an emphatic need to
respond vocally and aurally to a customer. More so, an IVR has been
integrated seamlessly into the telephone query system.

From regular organisations’ information to high-end commerce delivery,

companies have made the IVR system a must-have as a part of their first
contact point with a customer. Having a self-service option proves to be
beneficial for a variety of businesses. Consider ecommerce, for instance
where IVR plays a higher role in customer behaviour. Customers nowadays
are quick to drop a call if they are kept on hold for a long time, or if their
queries are answered unsatisfactorily. Nevertheless, these customers will
be happy to dial pre-logged-in numbers in the hope of their queries being
answered.

Intelligent and interactive voice response is the holistic approach to ensure

a smooth response. For a customer will be pleased only if his queries are
sorted out. Embracing an intelligent IVR is key to an organisation as an
enabler of business.