Intelligent automation: the rise of personalized IVR in customer self-service

December 2009 | 43 pages | ID: I27AF415FEBEN
Ovum

Abstracts

Since 2008 there has been an upturn in the adoption of personalized interactive voice response (IVR)-related services and solutions. Nonetheless, many enterprises that could reap benefits from personalized IVR haven’t deployed it. A large part of the problem is definitional: many enterprises simply don’t know what IVR is. This paper outlines the products and services that typically constitute personalized IVR, presents the business benefits of deploying such a solution, and offers some case studies in a range of verticals that underscore its advantages.

Contents

Executive summary
In a nutshell
Ovum view
Key messages
Market opportunity
What is personalized IVR?
Types of personalization
Personalization by caller behavior (complexity = basic)
Personalization using outbound IVR (complexity = basic–intermediate)
Personalization by caller type (complexity = intermediate)
Personalization by caller relationship (complexity = advanced)
The technologies and services that constitute personalized IVR
Computer telephony integration (CTI)
IVR platforms
Customizable applications
Business analytics
CRM solutions
Reporting tools
Professional services
Commonly personalized applications
Market trends and drivers
Realizing the potential of personalized IVR
Customer trends
Customer willingness to leave an enterprise
Shifting customer demographics
Uptake of mobile phones and services
Enterprise trends
Emergence of flexible deployment models in a recession
Premise-based managed services
Emergence of creative pricing models
Maturing of speech self-service solutions
Market drivers
Enterprises have new products and services to support
Enterprises want to integrate siloed data
Optimizing agent resources; decreasing call handling time
Barriers to adoption
Growth projections of personalized IVR products and services
Customer impact
Vertical and regional breakdowns
Customer impact by region
North America
Western Europe
Vertical breakdown: communications
Customer retention
Handling multiple products and services: deployment case studies – MultiChoice in South Africa; Belgacom in Belgium
Managing consistent policies in the care channel: deployment case study – major carrier in North America
Vertical breakdown: travel & tourism
Mergers and acquisitions
Airlines have invested in personalization solutions
Collapsing multiple IVR entrances: deployment case study – American Airlines in North America
Using interactive outbound to handle multiple customer touchpoints: deployment case study – Continental Airlines in North America
Vertical breakdown: financial services
Deployment case study – major investment and insurance company in North America
Vertical breakdown: retail and entertainment & leisure
Consistency between different interaction channels: deployment case study – DSW in North America
Consumers show ‘channel preference’: deployment case study – Domino’s Pizza in North America
Vertical breakdown: public sector and healthcare
Intelligent routing to quickly resolve complex issues: deployment case study – Contact Solutions
Competitive landscape
Vendor profiles
Avaya
Cisco
Contact Solutions
Convergys
Genesys
Nuance
SpeechCycle
Tellme
TuVox
VoltDelta
Voxeo
Voxify
Go-to-market
Substantial growth in personalized IVR-related solutions market
Don’t over-productize services
Offer personalized IVR as a hosted or managed service
Show RoI with each iteration
Availability of data determines interface
Respect the caller’s personal space
Appendix
Definitions
Applications
Computer Telephony Integration (CTI)
IVR platforms
Customizable applications
Business analytics
Customer relationship management (CRM) solutions
Reporting tools
Professional services
Contact center
Dual-tone multi-frequency (DTMF)
Interactive voice response (IVR)
Voice-XML

List Of Tables

LIST OF TABLES

Table 1: Growth of personalized IVR products and services
Table 2: Growth of personalized IVR products and services by vertical

List Of Figures

LIST OF FIGURES

Figure 1: Levels of personalization
Figure 2: Commonly personalized applications
Figure 3: Changes in consumer population
Figure 4: Growth of personalized IVR products and services
Figure 5: Growth of personalized IVR products and services by vertical
Figure 6: Speech applications breakdown
Figure 7: Providers of personalized IVR solutions