Migration to Digital Self-Service
Across industries and across the globe, service organizations are encouraging migration to
digital self-service. The benefits are clear: lower costs versus human interactions,
elimination of service wait time, a richer digital customer journey, enhanced customer
satisfaction and brand equity. But now, organizations are ready to see ROI on their
investments in digital customer service.
Yet despite the strenuous efforts of service centers over the past years, voice calls remain a
highly popular form of customer service communication. Inbound customer care calls
dominate service organizations, and customer service level expectations continue to grow.
The cost of meeting these expectations with a live operator remains high, and customers
continue to endure the complex, time-consuming experience of calling the call center.
Many, it turns out, are still not even aware of the advantages of digital self-service.
Need proof? Recent research found that 63% of customer service calls to banks surveyed
were made for simple requests, notably checking account balance. Ironically, 70% of these
service calls began with the customer looking up the phone number online. Another study
found that over 40% of customers in service calls are actually in front of an active web-
connected screen during the call, or have ready access to a web-enabled device.
So, if most call center customers have ready Internet access, what’s keeping them from
choosing digital self-service? More importantly, what active steps can service organizations
take to encourage adoption of digital self-service?
The Art of Gently Moving Customers to Digital Self-Service
To bring users into online self-service, service organizations need to adopt the right tools.
Visual IVR (VIVR) was designed from the ground up to ease customers into the habit of
digital self-service. With advanced VIVR solutions like those from CallVU, customers learn
that they, too, can enjoy simple, intuitive, and completely digital resolution of issues.
VIVR starts as an “on screen phone call” displaying a visual interface that extends from the
traditional IVR menu into an interactive digital journey complementing every stage of the
customer call. When more complex issues make person-to- person interaction unavoidable,
VIVR offers agents a variety of tools to collaboratively complete complex processes such as
filling out forms and signing them in real-time, uploading images, and more.
“But Wait!” …What We’re Hearing
There are numerous and compelling reasons to implement an VIVR solution. There are also
reasons – some quite valid – that service organizations choose not to implement VIVR.
Below, we‘ve collected a number of the most common questions we hear from our future
clients, and our thoughts about them.
Q. We already have IVR, why do we need Visual IVR?
A. IVR plays a crucial role in the service continuum. What it does not do, however, is
effectively encourage customers to choose digital self-service.
VIVR is implemented on top of your existing IVR system, and leverages the existing service
scripts and backend integrations you worked so hard to develop. VIVR does not replace IVR.
IVR is still required to make the initial connection for incoming phone calls, and to drive the
hybrid voice-and- digital service call flow . IVR will also continue to serve customers calling
landlines and for customers who are “tech-reluctant”.
What VIVR does do is simply provide a better interface and better success rates than IVR.
Companies who use VIVR report higher scores in service KPIs including: higher number of
transactions, higher task completion rates (TCR), fewer calls flowing to agents, fewer hang-
ups in mid-process and even higher customer satisfaction rates.
Typical success numbers reported by CallVU customers include:
- Information processes – IVR 40% vs. VIVR 75%
- Service transactions – IVR 20% – 30% vs. VIVR 45% – 70%
- Sales transactions – IVR 3% – 7% vs. VIVR 30% – 40%
Q. Do we need to create (or recreate) a dedicated app?
A. Many companies have invested heavily to put their digital strategy into action.
Developing great apps and attractive websites that empower users with self-service options
is expensive and time-consuming. No one wants to repeat the process with yet another
channel. And no one wants to invest in ongoing management, maintenance and data
updates every time a new service, pricing model or policy is being introduced.
That’s why, when designed and implemented correctly, VIVR is not a separate
communication channel. In fact, VIVR re-uses existing data from apps and websites to make
them accessible during a service phone call. Any update of existing channels is automatically
reflected in the VIVR platform – saving time and ensuring cross-channel consistency.
Far from being a cost center, VIVR actually drives adoption of services in which companies
have already invested – including mobile apps. Keep in mind that mobile apps – far from
providing full service coverage – are in use by only some 30% of customers, on average. In
retail banking, where digital adoption is highest, that number is only 40%. VIVR exposes the
app to users via the voice call channel – driving both usage and adoption.
Q. Will customers activate the Visual IVR session?
A. Yes, experience shows that they will. CallVU VIVR is activated in two ways:
1. If the user has pre-installed the service provider’s app (i.e. banking, insurance, etc.),
the VIVR menu screen pops up automatically when a service phone call is dialed. This
is made possible via an SDK embedded within the service provider’s app. Thus, the
user doesn’t need to install any additional software on her or his device.
How does this work exactly? Once a call is made, the caller begins to interact with
the traditional IVR. However, when the user lowers his or her device to press a
number selection as part of the IVR process, the VIVR menu appears on the screen in
addition to the number pad. Experience has shown that the overwhelming majority
of users intuitively engage with the VIVR.
2. If the user does not have an app installed, VIVR is activated by sending the user a
text (SMS) message with a link to the VIVR menu. The voice menu prompts the user
to look at the screen and follow the link to the visual service. This app-free scenario
ensures that all users, not just those who installed the app, will benefit from a better
experience and simplified journey.
By offering the option of digital self-service – even to non-technical users – adoption rates and awareness rise in our experience.
Q. Don’t people call the contact center because they want to speak with an agent?
A. Not necessarily. Many customers call the contact center simply because that’s what
they’re used to. Many would prefer a self-service option if they understood that it saves
them time and hassle. Thus, when implementing VIVR, it’s important to develop a “hybrid”
model to allow callers use self-service if they prefer, yet still allow them to be directed to an
agent at any given point during the process. With CallVU VIVR, even when a call is
transferred to an agent, the entire service call log is visible to the agent – including all
processes and actions taken by the user during session, both successful and unsuccessful.
This lets the agent pick up from the exact spot where the self-service left off, ensuring a
seamless and coherent customer experience throughout the journey. And when the agent
hangs up the call, customers can continue the self-service session on their own.
Q. We provide self-service via our website, isn’t it enough?
A. Right, but…most customer-facing communication channels (web, email, live chat, virtual
agents, support forums, service center) are siloed. What happens in one is often not
reflected in the others. Thus, customers are frustrated when they have to repeat their
stories multiple times.
The strength of well-designed VIVR is in its ability to repurpose digital assets. For example,
the statement page shown to a customer via the visual IVR, is extracted from the website,
app or even the CRM. VIVR handles a single sign-on the background – so there’s no need to
maintain a separate database for the service. Some of our best implementations are using
heavily the existing customer web site.
Moreover, any great technology is only as effective as it usage. VIVR is designed to draw
customers into digital self-service – to maximize the value and ROI of the very tools you’ve
already invested in.
Finally, it’s a fact that customers engage with service providers via multiple channels.
Investing in just one channel means that many customers will not be exposed to the service.
Q. My IVR self-service statistics are good, why do I need VIVR?
A. IVR offers a limited set of self-service options, and research and real-life data show that
most IVR calls either end up with an agent or are dropped in mid-process. VIVR offers a
much richer set of self-service options. And because VIVR is intuitive and allows the user to
control the flow of the session, it shows far higher engagement levels than IVR. Hence, the
amount of analytics data that the customer service team can gather is far greater than with traditional IVR.
Q. What about customer privacy and data security?
A. The importance of data privacy and security cannot be underestimated. That’s why
CallVU’s VIVR platform integrates with any security solutions currently in use in your
organization. Processing millions of calls a month, our platform allows users to authenticate
using a wide range of tools, from simple username and password to advanced biometrics
(voice, fingerprint, face recognition) and a combination of parameters (two-factor
Q. Does the platform support digital forms?
A. Forms are one of the most important tools during the customer’s digital journey.
CallVU’s platform offers a variety of methods for embedding forms we well as presenting
them to callers. These include:
- Forms as part of the VIVR menu
- Pop-ups while the caller is in queue
- Post-call pop-ups
- Proactive email or SMS-text
- Agent-driven, in-session shared forms
- Website or app forms
Customers can fill out forms during self-service or co-fill them with an agent during a call. In
addition, customers can also fill out forms offline and enjoy a “save & continue” option that
can be accessed and completed at any time, from any device. Forms can be filled using a
responsive form feature, via a wizard or in standard PDF format.
To simplify setup, CallVU offers easy-to- use form authoring and converting tools as well as
backend integration for form data input and output. CallVU’s management console provides
in-depth analytics and reporting covering every aspect in the process, both in real time and
Q. How long is the implementation phase and how quickly can we expect ROI?
A. Very fast. The CallVU platform is deployed on top of existing IVR and CRM systems –
creating seamless convergence of voice calls and digital self-service. Digital interaction
capabilities are an additional layer added to existing IVR solutions. This layer runs in sync
with the voice channel and enables IVR service providers to share rich media content with
customers during the call session.
This makes CallVU’s platform extremely fast and easy to deploy – requiring no new
development and reusing existing digital assets. A full-fledged project, from definition to
launch, can take as few as 10-12 weeks. This allows teams to post quick wins and reach ROI
within just a few months.
CallVU offers an innovative Mobile Digital Engagement Platform blending rich digital and
interactive media with the voice channel. CallVU drives simple interactions to self-service
and enhance meaningful interactions to a branch like experience. CallVU addresses the
business need of diverting customers to digital self-service resulting in reduced call volumes, higher utilization of existing digital assets and greater customer experience. CallVU is a
Gartner Cool Vendor in Customer Service CRM 2016. Visit us at www.callvu.com