Magazine article CRM Magazine

The Fundamentals of Delivering Superior Customer Experience in the Digital Age

Magazine article CRM Magazine

The Fundamentals of Delivering Superior Customer Experience in the Digital Age

Article excerpt


Digital is becoming the dominant contact preference. In fact "Generation Y" consumers overwhelmingly prefer digital communication with only less than 13% wanting to use the telephone. A seamless and digital customer experience is becoming the only way for organizations to differentiate from their competitors. As such, organizations are investing heavily in self-service technologies to retain and attract consumers. In fact, Gartner predicts that by 2017 87% of firms will compete primarily on customer experience.

While consumers strongly prefer digital channels, it is just that: a preference. Unfortunately far too often the digital experience or self-service interaction fails the user, requiring them to reach out for traditional assisted service: The phone. Studies show that despite the investment in self-service technologies, approximately 82% of interactions still end up in the contact center. And those interactions that started in self-service (ie. The digital channel) and end up with assisted service typically offer no continuity or context resulting in both customer frustration and longer call times.

When not focusing on "Generation Y", we see an average of about 40% of consumers bypassing any self-service and simply picking up the phone and calling the organization. That is, using voice as their first preference. It's no secret that voice calls are an organizations most expensive form of assisted service. One way to reduce cost and increase call deflection is to channel pivot those expensive voice calls back into a digital self-service session. This provides an opportunity to resolve a customer's inquiry on the less expensive digital channel.


Deliver a personalized and digital experience to your voice callers, enabling a better customer experience with improved self-service. Visual IVR transforms your Voice IVR into a digital experience, improving self-service by over 10% based on our implementations at Fortune 500 companies globally.

Visual IVR also allows customers to transition from the digital channel to the agent with full context resulting in significantly reduced handle times.

Beyond simply providing a visual interface to your IVR, Visual IVR is a full digital engagement solution that drives improved self-service, bridges the voice/ digital disconnect and provides dual-mode digital and voice collaboration between the customer and the agent. …

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