Death By Call Center

I agree with Chester and others who maintain that this debate is not about IVR versus human in some ultimate battle surrounding the robot apocalypse (I paraphrase), but about designing an IVR with the human experience in mind. Never let an engineer or business expert design the call tree and IVR: it should always be created with the cooperation of the head of customer service as well. Eight menu options is too many, period. Most of us can't think past four options, so it's no wonder that every caller to this bank's system tries to reach a human. The bank provided a system that was impossible for humans to use. I'm fond of quoting the study that shows that most people actually PREFER IVRs for simple tasks that can be automated easily, such as checking a balance, tracking a package or checking flight status. Customers don't need or want to talk to humans for those experiences; it's actually faster without them. Forrester survey results quoted here: http://www.tmcnet.com/channels/call-center-solutions/articles/72920-survey-reveals-increasing-consumer-acceptance-ivr-systems.htm
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In the debate of whether an IVR is helpful or not, we need to consider the psychographics of the caller or customer. Dies the system provide for different personality preference types? (Introverted vs. Extroverted, for instance...) Beyond that, what MaryPaige says is correct as well...IVR's should be designed for how the caller wants to navigate, rather then how the company wants the call flow to work. But that takes an "outside the company" perspective a lot of times. Always provide the option to reach someone live...always. And empower those people to help the customer. Some companies take this seriously enough to do a full Caller Experience Evaluation, like this: http://prosoundusa.com/evaluation The success of an IVR or Auto-attendant is largely dependent on the expectations the company sets forth, and the customer embraces.
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When designed properly, Interactive Voice Response solutions can be a great tool both from the customer and company perspectives. I agree with marypaige on user-friendliness being the key. I actually find that surprisingly many companies don't have an IVR or their IVR is a very simple auto-attendant. Many times when I phone a company, I think that it would be useful if they made their opening hours and location information readily available. Also, while waiting in line to talk to an agent about something completely mundane, I wonder why hasn't that company invested in IVR technology to take care of the simple tasks or transactions that could easily be done around the clock and without needing to talk to anyone (and wait in line).
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I had a similar experience while helping to manage a major retailer's call center. Customers will find a way to talk to someone, and the harder you make it the worse off your karmic customer service score gets. Customers would call the sales line with problems when they could not get through immediately on the IVR.
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The GetHuman web site (at the end of the article) was created by Paul English. Paul is one of the best "human interface" guru's anywhere. You can see more of his work at the Kayak travel site. Without a doubt, it has the best interface (as well as excellent pricing). If every contact center adopted the "Get Human standard" life would be a LOT easier.
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There are definitely times when a consumer would like to speak to a real person, but sometimes it’s off hours or it’s just easier or more convenient/private to get support online. The problem is that many companies just do not manage their online support channel at the level expected by consumers. But what do consumers expect from online support? Not finding any good sources defining consumer expectations of online support, we completed a survey in partnership with GetHuman.com to find out what consumers expect. You might be surprised by how expectations vary by age group and frequency of Web usage. Detailed survey results can be found at http://tinyurl.com/c7lozt . Even the best technology and staff will fail if they are not consistently managed within consumer expectations.
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It's actually not only the Customers that are creative, it is call center / customer services management being creative with goals and targets. Employees (and most managers also are employees) do just what you ask of them. If you ask them to reduce call volume (and reward them extra if they succeed), that's just what they'll do. This is a good example of taking Bill Price "the best service is no service" too literally. The C-level should be ashamed.
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Having just spent a large amount of time on AT&T's IVR trying to get some assistance (with a problem that has still not been corrected), I can understand the frustration people feel being routed through a seemingly endless tree of options that never seem to get to a human being. I agree with the comment below that there should be a clear choice up front to go down the IVR path or go straight to a live rep. Many people have a preference and I certainly think it makes sense for a business to accommodate that preference if possible.
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Personally being someone with a terrible memory and follows rules the "listen to all options before selecting" always gets me. I forget what option one and two is by the time the IVR gets to seven. I find myself hitting 0 just to speak to someone and feel the need to apologize to them for not following the prompts. And when the option I need isn't even an option...then what? While some prompts such as location, hours of operation, and other straightforward information can easily be obtained some types of information just needs a customer service representative. Yes, I used the word customer and service. I will say Caremark's IVR system is top notch and it is the right industry for that offering. The ability to speak, receive automated confirmation, and go to a representative at any time works for those types of requests (prescription refills). I've been thinking a lot about the varying generations of people. I am sure IVRs are frustrating to our elder generations. I know they are for a Generation Xer.
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Kudos for this article!! What happened to providing service to customers? I get extremely frustrated with all the prompts! My method is pushing the prompt for billing issues. That usually works – after all, they ALWAYS want their money, regardless of their lack of performance and service. My husband works as a CSR in a call center. He consistently hears “Finally, a real voice”!! They are so upset by then that he gets the brunt of their anger. He is exceptional at making the customer feel better by the time the call is over. Why can’t these go directly to competent people instead of a machine? If surveyed, I don’t believe there is a customer out there that prefers IVR. In an attempt to cut costs, these businesses don’t consider the customer’s needs. They don’t look for the true wastes and variation in their processes. The VOC (voice of customer) is so critical in providing exactly what customers want. All organizations today need "Raving Fans"! Those that will tell all their associates what a great place "XXXX" is to do business with. Thanks for sharing and letting me throw in my two cents! Jackie McNeany Lean Black Belt/Six Sigma Improvement Leader jmcneany@bellsouth.net
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I have been advising colleagues for years who want to increase self service that the way to do that (and save money where possible with that technology) is NOT by making it difficult to GET to a rep for live assistance. It is by make the IV/URU choices more user-friendly and easier to navigate. There should ALWAYS be an up-front choice to opt out for live assistance since – no matter HOW well-designed and implemented the technology – there is a group of people that will NEVER use it. Those who want live assistance and cannot get to it easily cost a company not only in “wasted time” in an IVR they are forced to use, but also in the frustration they will then vent to the CSR once they do get to speak with someone. You will find callers (esp. banking/finance) that prefer the automated systems. With a good host interface, they are faster and easier (once you know them) than waiting in a queue to ask a simple balance/credit question. But for some, forcing them to navigate an IVR will come ultimately result in high cost (and I do not mean just money).
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