28-02-2013, 12:54 PM
Profit from usage data analytics: Recent trends in gathering and analyzing IVR usage data
Profit from usage data.ppt (Size: 1.15 MB / Downloads: 19)
What is Usage Data?
Traditional IVR analysis included:
Analysis of audio files
Caller responses for various prompts
Analysis of data from recognition logs
Inputs, outputs, timing, call flows, etc.
IVR usage analytics includes analysis of IVR usage data, along with
Call center data
Caller profiles
Transaction data
Other backend data
Usage Data Analytics
Automating customer interactions can increase operational efficiency, but
In a rush to offer automated services, companies missed out on valuable intelligence about customer preferences, needs and choices
Most IVRs today are static and inflexible and cannot adapt their behavior
There was a need, to have visibility into the “black box”
To understand what customers need
To understand where they are spending time
Visibility into IVR activity provides valuable intelligence that can be used to improve customer satisfaction
Profiting from Usage Analytics
The goal of business is to lower overall cost of operations, without lowering customer satisfaction
The goal is undermined when IVRs are left as “black boxes” without visibility to understand why customers are calling
Millions of dollars are spent to improve IVR systems in an attempt to “fix” the problem using newer technologies
Technologies fall short of their potential without the knowledge of actual users’ behavior
Usage data based intelligence allows cross-selling and up-selling within each contact channel
Enhanced Personalization
Dynamically adjust IVR interaction reflecting a holistic view of the customer
Need to integrate self-service data with assisted-service data for effective personalization
Must have sufficient customer data to efficiently customize the experience
Provide information they need, without having to ask for it
Minimize interactions and error rates with proactive alerts
Improving Customer Loyalty
Improve overall customer experience across contact channels
Pass along IVR activity to call center, reducing call duration and improving the experience
IVR analytics can become customer analytics
When we combine customer profile information with IVR data
Customer analytics lead to improved customer loyalty
Understand why they called in order to provide what they need
Fine Tuned IVR Systems
Today most IVRs are modified on gut feelings, subjective guess, or anecdotal, random information about what customers may want
Not based on hard data about user’s behavior and desires.
Designers indicate they need usage data
For effective design eliminating opinion-based design
To eliminate costly re-design, resulting from incorrect call flows
Menu usage studies can be used to optimize application structure
Identify dominant paths in the IVR and re-organize call flows for optimal caller experience
Reduce call durations and improve overall cost savings by reducing telecom costs
Shifting Analysis Roles
Business and marketing managers are limited in their analysis
Answering simple questions can be difficult
What do our customers want to accomplish?
Gathering usage data shifts analysis from traditional IVR analysts to business managers
Users from across the organization can perform their own analysis
Simple questions can be answered by anyone
With an information democracy, IT and Speech Scientists can focus on their roles more effectively