By David Orwick, Product Development Manager
When it comes to memory, the human brain can be limited, and that has big implications for the customer service industry.
Since the 1950s, researchers have tested memory by listing off a string of words. On average, test subjects could remember no more than seven.
So the next time you’ve forgotten the first couple options by the time a waitress finishes rattling off specials, don’t feel bad when she has to repeat them. Wouldn’t a menu make the whole process easier?
The same is true in other customer service careers. When someone calls a service center but is faced with a string of available dates or options, memory and comprehension begins to fail.
Consumers have been supplementing their calls with visuals for years, looking up restaurant reviews or scheduling appointments while discussing evening plans, and now West is bringing the same benefits to interactive voice response (IVR) with Visual Voice.
Seeing to hear better
According to a recent study, 90 percent of information transmitted to the brain is visual. Visual aids have been shown to improve comprehension by up to 400 percent, and the human brain processes images 60,000 times faster than text.
Some inquiries do 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.