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Customer service is not a cost - it is an Investment
The reasons for ASR outperforming IVR will become clear as we look at some of the specific capabilities and characteristics of these systems. Much of it boils down to voice recognition simply providing a more intuitive, flexible and user friendly interface
Comprehensive data from the Direct Marketing Association (DMA) indicates that the number of consumer contacts via the telephone is in excess of 90%
70% of customer satisfaction is created by the interaction experience and not the product itself
Caller respondents preferred speech recognition over touch-tone by a factor of 6 to 1
The research found that the primary drivers for overall caller satisfaction with speech systems included convenience, speed and timeliness of information retrieval, recognition accuracy and a personal and friendly interaction.
This research clearly demonstrates that overall caller satisfaction with speech recognition technology is very high, and that most customers indicate a clear preference for using speech recognition over either touch-tone or Internet interfaces,
The Research study probed for qualitative insights on speech technology, looking for callers top-of-mind reactions to their experience. Respondents were given the opportunity to freely state their opinions, with top-rated comments including:
Gartner, January 2003 "92 percent of U.S. consumers form their image of a company based on their experience using their call center. Just as marketing and advertising have an impact on a companys brand image, call centers also play an important role, and should be considered a critical element of a company's strategy." Speech Technology Magazine, Purdue University study, November 2002
Speech recognition is a compelling and functionally rich technology with many applications in and out of contact centers
Consumer research on behalf of a leading call centre operator indicated that the majority of respondents, 80% of men and 92% of women, claimed to prefer to telephone a company than to contact it through the Internet.
The IVR market is currently going through the biggest change in its history. Revolutions in technology are changing where and how IVR systems are used.
Speech interaction reduces the time of a banking call by 35% compared to a touchtone call, according to a benchmark study on bank call centers by the Center for Customer-Driven Quality at Purdue University. The Purdue study on banking call centers also states that agent-assisted calls in banking cost almost $4 per call compared to 45 cents per call for automated speech recognition.
To survive, call centres in Britain are going to have to specialise in quality and in technological innovation The Times, March 2002 |
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