7 IVR Use Cases for Marketing, Sales & Support Teams
There are dozens of ways we use IVR applications to generate leads and revenue, improve customer support, increase efficiency, and cut costs. If you are new to IVR, or are looking at new ways to use it, here are 7 use cases you may wish to consider (in no particular order):
For support professionals, phone surveys are an invaluable tool for measuring customer service quality. Phone surveys provide you with immediate feedback from customers on how your team is performing and how satisfied people are with your service.
There are two types of surveys support professionals can set up: inbound IVR (surveys you call to take) and outbound IVR (surveys that call you). For example, you can transfer callers to a quick inbound survey to provide immediate feedback after speaking on the phone to a support agent. This type of phone survey helps businesses gather timely and relevant feedback at a time when the transaction remains fresh in customers’ minds. Alternatively, for times when a customer’s satisfaction with the help you provided can’t be immediately gauged, you can schedule an outbound IVR to automatically call customers after a certain period of time and ask them questions. If you want to learn more about phone surveys download, The Definitive Guide to Automated Phone Surveys.
An interesting way many marketers are using IVR is by making it the asset in their calls to action. For example, instead of sending out emails and running ads asking people to download your white paper, you can ask them to call a special number to interact with your IVR. Take our brief survey to win an iPad, or Find out if your processes are in line with best practices using this 3-minue analysis, for example. At the end of the call, the IVR can give them the option of speaking immediately with a sales rep. You capture all their contact information and IVR responses for future marketing campaigns.
Inbound IVRs are ideal for scoring phone leads. The IVR will ask callers the questions you determine work best to qualify them for your particular campaign.
To qualify leads, you can pose those questions to learn if callers are really ready to buy. Or you can find out from your sales managers what questions they care about in order to qualify leads, then pose those questions to callers.
Leads that score high enough are passed from the IVR directly to sales for an immediate conversation. Others can hear a custom marketing message and be given the option of leaving a voicemail for sales. You can even send them to a second IVR if that works best for your campaign. It’s the same principle you use when inserting qualifying questions on your web forms. But the IVR results are?better because leads passed to sales get connected in conversation immediately.
Use IVR to survey customers who are testing new products in beta. The survey can ask yes-or-no or multiple-choice questions, or the questions can be open-ended and the customer can provide answers in their own voice. It’s flexible and the surveys can be easily updated to reflect new stages in your product testing.
Surveying customers in beta using IVR also makes it easy for you to receive and evaluate feedback, and then make changes accordingly. The results of the IVR survey are immediately accessible after a customer has completed the survey. This enables your team to take action to resolve issues or make adjustments as needed based on the information your customers have provided.
Get to know your customer demographic and decode their purchasing preferences, habits, and needs with phone surveys. Phone surveys will help you learn your customers’ attitudes about your industry, your products and services, and themselves. Market research not only helps you understand your current customers, it helps you understand your potential customers and opportunities for growth.
Conducting this type of research via IVR phone survey helps you to be agile questions can be updated and changed as needed, and results can be viewed and analyzed instantly. IVR surveying for market research is more cost-effective than hiring a team of surveyors and buying expensive equipment to conduct the research.
If you sell products or services that require reordering or renewals, automating the reminder and reorder process with an outbound IVR survey can be a real cost-saver. Ask your customers what product or service they need to reorder, how much, the day they need it, and any other relevant questions to complete the order. Automated reordering can be used for patients needing to refill prescription drugs, for businesses needing to reorder goods and supplies, and many other needs.
Set up your own IVR auto-attendant to answer incoming calls, route callers using interactive phone menus, and provide info like account balances or business hours. IVR auto-attendants can replace live receptionists, helping your business cut costs and provide 24/7 customer service.