HOW TO MILK YOUR IVR FOR ALL IT'S WORTH

People used to milk their own cows and ask switchboard operators to initiate their calls. Now, they can run to the grocery for milk and dial direct for customer service. Is this progress? According to Paul English, the latter isn't -- not if IVRs are involved.

Founded by Mr. English, the GetHuman campaign, which brings to mind the popular "Got Milk?" advertisements, has churned up a lot of less-than-positive press coverage on customer service automation.

Some contend that having an IVR doesn't mean that you've made any progress at all -- especially from the viewpoint of the customer.

And they are right.

Implementing an IVR does not automatically equate to progress; the key is how you enable your customers to use it.

What you don't want is to leave them thinking that it's quicker to locate one of those cows of days gone by, milk it and churn some butter for their breakfast toast than it is to reach one of your customer service representatives.

That's not progress.

It's also not the fault of the IVR, now often referred to as a voice portal. In fact, this technology has long had the ability to be as customer friendly as you want to make it.

Customers would not be pounding their knives and forks on the table demanding the option to "zero out" of an automated system if the system worked the way it is capable of working.

You have to take the time to learn about the myriad capabilities of the technology and determine which ones are the best ones for your customers.

Mr. English recently proposed a set of standards for all customer service phone applications with the goal of making it easier for consumers to deal with any company over the phone. We support this initiative, applaud the effort and share the same goal.

Ultimately, however, you have to decide what's right for your contact center based on the desires of your own unique customer base.

For instance, one of the core principles behind the GetHuman standards is that if a human is available when a customer calls, he or she should always answer the phone.

On the surface, and with all significant cost implications aside, this sounds like it would be a big hit with any company's customers, but are you sure it's really what your customers want?

Or are there instances when they would rather interact with a machine due to the need to make a quick "I'm-heading-out-the-door" transaction?

Perhaps privacy is an issue, and they would prefer not to explain themselves to an agent while taking care of something like paying an overdue bill.

Or maybe they would appreciate quick access to the right agent with the knowledge and skills to resolve their inquiry promptly, not just any available warm body.

A correctly implemented, state-of-the-art voice portal can facilitate all of these things and more. It was never meant to be a torture device reminiscent of medieval times, but a means of delivering better service to your customers and lowering your costs.

GetHuman has stirred the discussion pot in search of a cure for the IVR woes of consumers, and as Martha Stewart would say, that is a good thing.

We suggest that you use the campaign's standards as a starting point and then find out what your customers would prefer, how implementing their preferences would affect your business financially and what the right IVR technology could help you accomplish.

If the end result is that you've "Got Happy Customers," that's real progress.