Should you consider IVR personalisation?

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IVR personalisationBest practice contact centre strategy doesn’t just happen. It’s usually the result of years of trial and error across many organisations, or an entire industry, during which approaches are honed and finely tuned until they create something efficient, seamless and reliable.

Then, when applied to technology, those best practice strategies can be implemented at scale and create the data to prove their effectiveness.

The following case study is a brief overview of the challenge, solution and success of IVR personalisation at eir (also known as Eircom), the largest telecoms operator in the Republic of Ireland, and provider of voice, data, broadband and ICT services to all markets residential, public sector and enterprise. It’s a huge organisation – at the end of June 2015 it generated revenues of €1.27 billion and had 2 million subscribers for its fixed, broadband and mobile services. Read the complete case study here.

A desire for digital transformation

To compete against other traditional service providers and newer non-traditional businesses, eir needed to change. This presented a range of challenges, the biggest of which was that the organisation, IT systems and processes were stove-piped and duplicated across the business, meaning many hours were spent manually updating systems. This meant it was nearly impossible to gain a true end to end view of the business in its current state.

Speech-recognition IVR had been introduced in 2004 to great success initially, however with time it became cumbersome and unpleasant for customers due to layers of processes and rules added over time. In fact, the IVR was so frustrating for customers that it became the biggest source of customer complaints, single handedly bringing down the company’s Net Promoter Score.

A decision was made to bring together its three brands to a single call centre, and consolidating its three disparate IVR systems into a single platform.

The hunt for a new IVR Personalisation solution

The project team developed a set of principles that the new solution would have to adhere to in order to meet their requirements. The project would impact a number of stakeholders internally and externally, and so these principles were created with them in mind.

  • All transactions must be possible using Touchtone
  • The menu would have a maximum of four options
  • Speaking to a live agent should always be an option for customers

Additionally, the system had to be agile enough that it could be quickly amended or updated, unlike the old system which took months for changes to come into effect.

Why Genesys?

In the end eir chose to work with Genesys, a specialist in voice in mobile applications and contact centre modernisation, for the project.

Having worked together previously, Genesys had been brought on to create bespoke IVR applications, but would this time bring a new set of services and products to make up the solution.

Business benefits

For eir, the impacts of the new solution have been felt across customer experience and financially for the organisation. Return on investment occurred within months, not years, and the improved customer experiences and NPS will have a direct impact on the success of the organisation.

  • One minute to change a voice prompt
  • One hour to build and deploy a new application
  • Remote IVR system management lets employees work from home, leading to improved employee satisfaction
  • Fewer calls to contact centres requiring agent handling due to effective IVR
  • Deflection rate from call centres went from 28% to 38%, an improvement that eir’s Head of Omnichannel values at 1.2 million euro per annum
  • NPS increased from 5.6 to 6.2 within one month of going live

By transforming its IVR and consolidating to a single platform, eir was able to overhaul a declining NPS and reduce costs in the business while drastically improving its customer experience.

For the full details on the criteria, solution and results, we invite you to read the full case study to find out exactly how eir transformed its contact centre using IVR personalisation. We also invite you to read this Frost and Sullivan report on next-gen IVR and see how Genesys IVR solutions might be able to help you to overcome similar challenges in your contact centre.

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About Antoine Gouder

Antoine is an experienced Marketing Technologist with an active interest in the use of processes and technology which assist in accomplishing marketing goals. From improving conversion by automating nurturing streams to personalizing the customer experience through the integration of back-end systems, Antoine is a firm believer in the power of the convergence of marketing and technology to deliver competitive advantage. Antoine holds a Master’s degree in Marketing and a Master’s degree in IT and is a member of the Chartered Institute of Marketing (UK).