A marine dealership’s IVR (Interactive Voice Response) is typically the first point of contact to route callers to a representative who can help them. An IVR is essentially the welcome mat for callers and should function as a concierge to the customer experience. Unfortunately, the IVR routing process isn't always ideal and we hear a fair number of IVRs that function more as a “No one's home” mat, than a welcome mat.
We hear common fail points such as, callers faced with eight-option phone trees, full voicemail boxes, long hold times and no one to help. This contrast in experience makes humanoids pale in comparison to the advanced technology available in our everyday lives and sinks our wired customer’s expectations in the process.
Consider the last time you audited your store's IVR. Is calling your dealership a hassle to callers? Does your IVR make customers jump through hoops? If so, your store is likely to have a high volume of calls being abandoned by callers moving on to a competitor in search of a better first impression and experience.
Twilio’s recent Customer Communications Report found that after a poor communication experience, 38% of customers will switch to a competitor or cancel services, 66% will tell a friend about their experience, and 41% will stop doing business with the company altogether.
Legacy IVR systems make it difficult to meet the demands of evolving customer expectations. This is happening for several reasons:
- We all operate in New York minutes in today's fast-paced society, our thresholds of how long we'll wait for a product, a service, or a person has rapidly decreased. In our most recent CallerCX Report, call data suggests that you can prevent 75% of your on hold hang ups by keeping hold times to 30 seconds or less. The average legacy IVR takes over a minute just to connect and get through the options.
- Outdated IVRs are outdated not because they weren’t once good systems, but because they were simply never designed to keep up with the pace of today’s business. Streamlined features and speech recognition technology were nothing more than a science experiment when IVRs were being adopted and now are the enhancements necessary to make the routing process more efficient and pleasing for callers.
- Many organizations haven’t listened to, nor addressed their IVR to make improvements in decades. Technologies have raised the bar for customer experience, making long-winded menu options and poor routing seem clunky and obsolete.
The good news is that there is a solution! Begin with the goal in mind - to reduce the amount of customer and employee effort, while increasing personalization in the overall customer experience.
An IVR system with custom-built menus can expedite incoming calls, accurately route callers, or even schedule a callback. IVRs combined with text-to-speech and natural language understanding allow callers to find necessary information or accomplish entire tasks on their own (think scheduling appointments for winterizing, or instructional messages) which provides more self-service options. Having the option to self-serve is often a preference for callers and keeps volume down on lines benefiting your dealership.