Customer experience in the IVR is like anything else- what gets measured gets done. Post-call surveys certainly help gather caller perception of the IVR experience, but perception doesn't tell the whole story. Unfortunately, legacy IVR systems don't always provide the data you need to get a more comprehensive picture. Let's take a deeper look at the challenge.
So, what do you use to measure a customer’s experience through an IVR? How do you know that they got what they wanted? The answer to this question is actually straight-forward – you just have to focus on the customer. Each customer has a goal when using the IVR application and has feelings about the way the IVR helped them complete that goal. Contact Solutions has developed a CXR system based on the following focus areas:
- Intent: The caller’s reason for using the system, Intent, is measured using post-IVR and post-agent surveys, as well as a variety of detailed reports.
- Interaction: The specific steps or actions taken by callers in an effort to complete goals,Interaction, is measured and evaluated using system-performance reports, actionable summaries, best practices, and expert analysis.
- Perception: The emotional value a caller places on the ease and efficiency with which goals were accomplished, Perception, is evaluated using post-IVR and post-agent surveys.
With these focus areas in mind; we developed a set of questions to serve as the foundation of our CXR system. The core component for selecting a particular question was relevance – why is this important to customer experience? Once we identified a question we established a measurement system tied to that question and applied it to the each valid response to the question. This provided us with an accurate method of measuring compliance and establishing a valid score.
Some of the standard reports necessary to establish an accurate CXR include: task/goal completion details, call record data, Computer Telephony Interface (CTI) details, exit point, host transaction, and check-point reports. Contact Solutions develops these reports using data collected by our cloud-based IVR platform. These reports, combined with questions that directly impact CX, create a CXR unlike any other in the industry.
Using the process above, Contact Solutions created an IVR Customer Experience Scorecard with 17 questions grouped into three areas: Intent, Interaction, and Perception. Here’s an example of one of the questions from the Intent group:
Does the IVR ensure the customer’s intent is preserved from their IVR interaction when connected to a live agent?
Possible Responses and associated scores:
- Information transferred Includes: Caller Type, Authentication Information, Goal/Intent, and Tasks Completed/Attempted. Score=4
- Information transferred Includes: Authentication Information or Task/Goal information. Score=3
- No information is transferred. Transfers are only skills based and not goal based. Score=2
- No information is transferred. Standard queue-based routing is used. Score=1
- Unknown. Score=Not Scored
Weighing this question against the criteria established above:
- Relevance: Failure of a system to transfer information already provided to a customer service agent is one of the top customer complaints relating to IVRs. Automatically including this information makes customers feel the system is supporting their attempts to complete their goals and that they are not wasting time repeating information.
- Establish a Scale: The scale clearly shows increasing levels of automation. The “Not Scored” option allows for those cases where there is no actual measurement capability.
- Ability to Measure: Contact Solutions’ platform has been designed in a manner that allows the collection of large amounts of analytical information on an application’s performance. This information allows us to publish a CTI Detail Report which is used to evaluate the effectiveness of applications CTI.