Beyond Words: The Future of Customer Interaction with IVR and AI
Phonon Communications Pvt Ltd
Automating Communication over voice and text using global AI and ML platforms for large enterprises world-wide.
Imagine This: You ordered a green t-shirt from an e-commerce website for your 8-year-old Daughter’s annual function. She is playing the role of the cutest tree. The t-shirt arrives, 4 days later than promised, it turns out to be a blue T-shirt.
Your daughter yells, cries, screams, and terrorizes the neighborhood. “I don't want to be a blue tree!”, she yells, barely recognisable words over her shrill crying. What do you do?
You pick up your phone, go to the website, and create an exchange pickup request. The delivery agent arrives 7 days later than projected on the website. By this time, your daughter has already played the role of cute Tree, wearing a different T-shirt. So naturally, you don't need it anymore.
You head to the website to return it and it says that the return window has already ended and the product cannot be exchanged. You call customer service, infuriated, frustrated, sad, and disappointed.
The call gets connected and you hear the bell. Then you hear a computer-generated stiff voice. “Welcome to customer service, press 1 for order updates, press 2 for tracking, press 3 to speak to an agent…” You sigh, irritated already, You press 3.
“Thank you for calling, your call is important to us. Please wait while we connect your call to an agent. Your queue number is 42.”
“42? What nonsense?” You think to yourself as you try to calm your temper. You wait some more. You try to get work done but you cannot really. You must wait, you must be attentive if you want to get this resolved.
“Thank you for calling, your call is important to us. Please wait while we connect your call to an agent. Your queue number is 30.”
“UGH! Why is this taking so long!!” frustrated you put your phone aside and try to do some household chores. Some more time passes.
“Thank you for calling, your call is important to us. Please wait while we connect your call to an agent. Your queue number is 17.”
“OH REALLY? IS IT? IS MY CALL REALLY IMPORTANT TO YOU??” You scream uselessly at your phone and put it aside, you try and get some work done while you wait for the agent.
After a while, From the corner of the room, you hear faint sounds coming from the phone that you just set aside to get work done and suddenly, you remember “Oh no! The call!” You run towards the phone, only to find out that the call has already ended.
AND SMASH. You throw your phone away and break it to pieces.
Notice how with each step, the frustration and disappointment kept increasing? The last bit may not be true for all (apologies for the exaggeration), but none of us is new to this feeling of frustration when the brands from which we purchased a product/service cannot communicate effectively and resolve our problems.
As humans, we LOVE communication. One psychological theory that helps explain why humans have the urge to communicate is the Social Needs Theory, which is rooted in Abraham Maslow's hierarchy of needs. This theory suggests that humans have an inherent drive to communicate because it fulfills fundamental social needs. Communication serves as a mechanism for connecting with others and building relationships.
When communicating over the phone, we miss out on important visual cues like body language and facial expressions, leading to uncertainty. Humans dislike uncertainty, so unexplained waits feel longer and more frustrating than they are. We all want to be heard, we all want someone to relate to our problems, to sympathize and empathize.
Now that we understand that humans love communicating, how have brands worked towards improving customer services? For decades, customer service relied on two primary channels: the impersonal robocall and the crowded call center. Robocalls were often met with annoyance and offered little resolution. Call centers, while staffed with real people, were plagued by long wait times and frustrated customers.
However, a new wave of technology is changing the game: Interactive Voice Response (IVR) systems are emerging as a win-win solution for both businesses and customers. IVR systems are automated phone menus that use voice recognition, open-ended prompts and keypad navigation to direct callers to the information or service they need. Unlike robocalls, IVRs are human-like and interactive, allowing customers to self-serve and resolve issues efficiently. Here's how IVR is revolutionizing customer service:
While IVR offers significant benefits, it's important to remember it's a tool, not a replacement for human interaction. The ideal scenario involves a seamless blend of IVR and human support. For complex issues, IVR systems can intelligently route callers to qualified agents, ensuring they receive the personalized attention they need.
In the future, IVR systems could undergo significant improvements, enhancing customer experiences in various ways. Emotionally intelligent AI, powered by advanced NLP and emotion recognition, could enable systems to empathize with customer emotions, allowing human agents to prioritize calls, personalize interactions, and proactively de-escalate situations. Additionally, conversational AI with memory capabilities could offer personalized experiences by remembering past interactions and understanding conversation context, leading to more natural interactions and tailored assistance. Furthermore, the rise of collaborative robots could automate repetitive tasks, allowing human agents to focus on relationship-building and complex problem-solving, ultimately leading to faster resolutions and more satisfying customer experiences.
In conclusion, as technology continues to evolve, IVR stands at the forefront of customer service innovation, offering a glimpse into a future where communication is not only efficient but also empathetic and personalized. By harnessing the power of IVR and embracing advancements in AI, businesses can redefine customer service, fostering stronger connections and delivering unparalleled satisfaction.