Plenty of digital marketing agencies across the globe have reported that many of their clients often ask about IVR (Interactive Voice Response), because to some it’s still something of a mystery. Put simply, IVR refers to a recorded voice that prompts callers through a process or provides information via their cell phone, and it can act as a supplement to an SMS campaign by allowing users to text in and instantly receive a call back featuring a customized recording.
For major internationally-recognized brands, often times celebrity voices play the role of product or service spokesperson on the IVR recording, but for smaller businesses this is often achieved with any human or digitized voice recorded from anywhere in the world – at any time. Interactive Voice Response has allowed a multitude of organizations to connect with their customers in a whole new way, while also discovering how to service high call volumes, extend their business hours to 24/7 and cancel the cost of live agents.
Marketers – or business owners – just getting their feet wet in the IVR pool can take advantage of Interactive Voice Response’s formidable power in a variety of ways such as:
Measuring and Improving Customer Support – Phone surveys provide immediate feedback from customers regarding how a team is performing and how satisfied people are with a service. Two types of surveys can be set up by a company’s own support department or a marketing agency: Inbound IVR (surveys called to take) and outbound IVR (surveys that call out).
Generating Phone Leads for Marketing Campaigns – Many marketers are using IVR by making it the asset in their clients’ calls-to-action; for example: Instead of sending out emails and running ads asking people to download a white paper, companies (or agencies) can ask them to call a special number that interacts with an IVR implementation. At the completion of the call, the IVR can provide the option of speaking immediately with a sales rep.
Scoring Phone Leads Before Moving on to Sales – Inbound IVRs are ideal for phone lead scoring, as the IVR will ask callers the questions determined by the agency/business to be those that work best to qualify them for a particular campaign; leads that score high enough are passed from the IVR directly to sales for an immediate conversation, while others can be sent to a custom marketing message and be given the option of leaving a voicemail for the sales department.
Additional ways marketing campaigns are getting a supplemental boost by harnessing the power of IVR include receiving customer feedback on new products in beta testing with inbound and outbound IVRs; conducting market research to decide purchasing preferences, habits and needs; increasing sales by delivering automated calls to customers soliciting reorders and automatically managing inbound calls using an IVR Virtual Receptionist.
For more information download the white paper “Advanced Call Tracking Tips from Best-in-Class Marketing Agencies”.