Jun 14, 2013 10:41:00 AM

Moving the Needle on Satisfaction: Understanding IVR Factors That Influence Customers

Posted by Niccole Muraca

Does general IVR satisfaction impact overall customer satisfaction scores? This was the question asked by a recent AVOKE customer struggling to understand the correlation between high level IVR feedback and overall company satisfaction. Management believed that IVR satisfaction had a direct impact on overall CSAT and were challenging the IVR team to improve their scores. But the IVR team was concerned that their corporate CSAT program wasn’t accurately measuring IVR satisfaction.

At the root of the problem was their company’s corporate CSAT program. The company was evaluating IVR performance using a single IVR satisfaction question administered in a corporate email survey. Essentially, it offered very little insight into customer’s feelings about the IVR. Not only was it administered 2-3 days after the customer’s interaction with the IVR, it also failed to collect detailed feedback and did not provide the option to customize survey questions. In order to really understand the correlation between IVR and overall customer satisfaction, the IVR team needed more data.

The company was already using the AVOKE Call Browser to record end-to-end calls and collect valuable analytics so they asked AVOKE for guidance. AVOKE offered a flexible survey solution that could be tailored to focus on the IVR and administered immediately after a customer call. The IVR team quickly developed a survey that asked callers about general IVR satisfaction in addition to detailed questions specific to their IVR experience.

Combining survey results with analytics from the AVOKE Call Browser revealed that in fact, IVR satisfaction was NOT a predictor for overall company satisfaction. It was discovered that specific attributes of the IVR experience were far more significant in predicting overall satisfaction. For example, callers who said the IVR helped them get to the right person quickly were more likely to be satisfied with the company overall. These kinds of attributes within the IVR team’s control mattered to callers and directly influenced their perceptions of the company. 

The IVR team also identified other factors that directly impacted overall company satisfaction. In addition to getting to the right agent quickly, the analysis revealed that callers were more satisfied if they did not have to repeat things said to the IVR once they reached an agent and if they were able to successfully identify themselves and/or their product in the IVR. Unlike what was previously thought, the analysis also revealed that time spent in IVR was NOT a predictor of overall satisfaction! Bottom line, the analysis demonstrated that callers were happy to work with the IVR if it was respectful of their time and rewarded them for effort spent.

Accordingly, the IVR team was able to demonstrate that management’s focus on improving overall IVR satisfaction to drive overall customer satisfaction was in fact, misguided. They successfully used AVOKE Analytics to redirect efforts and focus on specific IVR performance attributes that would contribute to a positive overall view of their company.

What could an approach like this tell you about your IVR? Contact AVOKE to find out more information. 

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Topics: IVR, Whole Call Analytics, Customer Satisfaction, Surveys