West Corporation

Posted on July 21, 2017 by West Corporation 



Visual IVR Bridges the Customer Service Gap

By David Orwick, Product Development Manager

When it comes to memory, the human brain can be limited. That’s why visual IVR can have big implications for the customer service industry.

Since the 1950s, researchers have tested memory by listing off a string of words and asking people to repeat them. On average, test subjects could remember no more than seven.

So the next time you’ve forgotten the first few specials, don’t feel bad when the waitress has to repeat them. Wouldn’t a menu make the whole process easier?

The same is true in other areas of customer service. When someone calls a service center but faces a string of options, memory and comprehension begin to fail. Interactive voice response (IVR) is an effective and widespread tool for increasing self-service rates and improving the customer experience. But the caller must still rely on hearing and memory.

Consumers have supplemented their calls with visuals for years, looking up restaurant reviews or scheduling appointments while discussing evening plans. A visual IVR, like West’s Visual Voice, brings the same benefits to the self-service experience.

Seeing to hear better

According to a recent study, 90 percent of information transmitted to the brain is visual. Visual aids can improve comprehension by up to 400 percent, and the human brain processes images 60,000 times faster than text.

Some inquiries get slightly too sophisticated for a traditional IVR to handle. An agent can answer any question, but having a live representative on the other line isn’t always feasible.

Visual Voice bridges that gap with a multi-modal approach to customer service that opens the door to greater self-service adoption, simpler preference collection and easier opt-in compliance.

For example, the IVR can put a familiar menu in the customer’s hand and provide a mobile-ready visual experience that lets the caller set notification preferences or enroll in services, without waiting on hold or downloading an app.

Visual Voice is both more personal and personable, providing exactly what the customer needs when he or she needs it. When a website or email can’t answer a question, people turn to a tried-and-true phone call, and West’s interactive, multi-sensory service will create a truly differentiated and comfortable customer experience.

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