Automating Customer Experience Management Using Interactive Voice Calls to Identify and Rectify your Operations

By Nawar Kilany, Founder & CEO, OMEVO

We at Omevo have been focusing on helping our customers grow their businesses through the use of marketing automation. However, covering the promotional aspect of growing a business is enhanced significantly when the business can collect feedback from their customers. Identifying which aspects of the business generate positive and negative customer interactions is essential to ensure the business is headed on the right path to growth. Taking this into consideration, we now have developed an automated tool that is used to collect feedback from customers to help businesses pin point what actions are required to improve customer experience. Interactive Voice Call (IVC) is an automated call containing a survey that recipients can answer using their phone’s dial pad. It is extremely customizable and can be used for various practical applications.

Marketing Automation has been essential to helping businesses identify customer preferences and allows them to drive prospects in commencing their buying journey. However, a major element is missing in this scenario. What if there is a flaw in the business’s operations, product, pricing strategy and/or distribution outlets? This is where customer experience management comes into play. Businesses need to collect customer feedback regarding those aspects. Once the business has identified which aspects need to be rectified and which need to be capitalized on, this will significantly improve their promotional activity.

We found that promotional SMS is high on demand based on the response rate it generates. That’s why we felt IVC would result in an even higher response rate. Based on our customers’ feedback, we found ourselves to be right on the money. India’s mobile phone subscriber base crested the 1 billion user mark, as per data released recently by the country’s telecom regulator.The average response rate of promotional SMS is about 28%. IVC had shown a 42% average response rate, significantly higher than its predecessor. The higher the response rate, the higher the ROI.

A high response rate in this particular scenario is like a double edged sword. It can have a positive impact if used correctly. It can also be to invasive or aggressive if not used ethically. Providing a caller ID is essential to help recipient know who is calling them. Another aspect to take into consideration is getting the permission of your customers to send out an IVC. This can be done with a simple SMS sent to them in advance informing them to expect a call from the business at a particular time and date. Any channel can be used or abused. The way it is designed, planned for, and implemented is crucial to ensurethis activity does not negatively impact the brand.

Our customers have been using IVC to measure their Net Promoter Score (NPS), customer satisfaction levels, and customer experience mapping. It allows users to create surveys comprised of both qualitative and quantitative research methods. A major feature that allows an immediate action to take place to rectify a negative customer experience is the conferencing option. If a customer has answered a question with a low score, the IVC can contain a follow up question using survey logic,which asks if the customer would like to have his/her call transferred to a representative that can address their issues.

Competition is always on the rise. Understanding the concerns and preferences of customers has become integral for any business. Market research is the best way to increase customer satisfaction, understand the factors that affect the business, and elevate performance.

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