Story and Business Context
IVRs have historically been designed to maximize the containment of callers to reduce staffing costs associated with increased call volume, often without a careful assessment of customer experience. This has led to deep and complex IVR menu trees that frustrate customers, create an undesirable customer experience, and result in high opt-out rates. IVR personalization addresses the following:
- Simplify the menu structure (both depth and within a single menu)
- Present meaningful options to the caller
- Increase containment and use of the IVR through ease of use and relevance of options
- Increase customer satisfaction through simpler, more relevant navigation and completion of tasks IVR personalization is proven to increase self-service rates and improve customer experience.
Use Case Benefits
|Use Case Benefits||Explanation|
|Improved First Contact Resolution||Improve first contact resolution by using dynamic menus to more accurately offer the right self-service or route to the right agent.|
|Improved Net Promoter Score||Improve customer experience by reducing IVR handle time, which in turn improves Net Promoter Score (NPS). Increase self-service by presenting customers with proactive messaging based on context.|
Customers presented with personalized menus and messages are more likely to self-serve. This functional use case lists several types of personalization as follows:
- Proactively play a status or balance before presenting any options. For example, “Your next order is due to be delivered on Thursday.”
- Proactively offer most likely call reason. For example, “Are you calling about the loan application you have in progress?”
- Personalize menu options, have multiple variants of the same menu which are personalized got different contexts. For example, play a menu that contains mortgage optionsonly if they have a mortgage, or present a menu with a promotion option only if they are eligible.
- Data table driven personalization can be used in conjunction with dynamic prompting to provide the ability to change the prompts based on language or customer context, such as age. These types of personalization can lead to an increase in self-service rates. They can also improve customer experience by shortening the time spent on the IVR or bypassing self-service based on the context of the customer’s call. The context to drive this personalization can be retrieved from native or from third-party data sources. Personalized IVR can also update customer context so that this information is available across other channels.
Use Case Definition
Business Flow Description
- A customer calls a service line that belongs to the company and progresses through the routing strategy. The routing strategy is not in the scope of this use case.
- An IVR application answers the call. The full IVR application is not within the scope of this use case. However, but the functionality in this use case can be used as a model to enhance the IVR application with personalization options.
- If the customer must be identified and authenticated (verified), the identification and verification (ID&V) interaction uses one or more identifiers (for example, customer ID or account number). Customer identification may be verified by a PIN, if necessary. This functionality is offered byGenesys Customer Authentication (CE07)use case, which this scenario leverages. The identification and verification functionality itself is not within the scope of this use case.
- Using the customer identifier (for example, ANI), Genesys can retrieve customer context information from a third-party system (optional).
- The decision to provide personalized treatment comes from submitting context to business rules natively, using third-party systems or using internal data. Personalized treatments include:
- Play a personalized message to the customer.If the customer has all required information, they may hang up at this point. For example, the system identifies that the caller is in a region with a power outage and plays an announcement to convey the status.
- Proactively play a status or balance before presenting any options to the customer. For example, “Your next order is due to be delivered on Thursday.”
- Proactively offer the most likely call reason. For example, “Are you calling about the loan application that you have in progress?”
- Offer menu variations that are personalized for different contexts. For example, only play the main menu variant, which includes mortgage option if they have a mortgage or present a promotion option if they are eligible.
- Send the customer to:
- A queue with updated context.
- A self-service application (not in scope).
- A generic menu if the caller does not fit any of the configured personalization options. In this case, the caller continues to the standard main menu of the IVR application. Since this use case is about personalization, the development of this main menu is out of scope.
For more details
For additional details, contact your Genesys Sales Representative by filing out the form or for immediate assistance call us: 1-888-Genesys.