In the ever-evolving landscape of customer service, the voice channel remains a cornerstone of engagement, providing a vital link between organizations and their clientele. At Kenway Consulting we believe that maximizing your IVR performance is crucial in ensuring seamless interactions with customers. By harnessing your Contact Center data and effectively channeling it into a Business Intelligence solution, we empower businesses to understand what’s happening in your Interactive Voice Response (IVR) or Intelligent Virtual Assistant (IVA) systems.  

Leveraging Data Insights for Enhanced IVR Performance

The phrase “Data is the New Oil”, became a hot topic because people understand just how valuable data can be. However, a mistake we see time and time again across so many implementations is that leveraging data to assess the success of your customer experience comes as an afterthought. 

Over the years we’ve shared our ideas about Mastering CCaaS & IVR Reporting and discussed Improving Your IVR with Customer Journey Reporting and Analytics on our blog. Our Contact Center Solutions practice works hard with our Data & Analytics practice to meticulously assess the health and efficacy of IVAs to ensure they are working as intended, customers are happy, and the business is seeing the value in their investment. 

Evaluating IVR and IVA Performance

When evaluating how well an IVR or IVA is performing, it is important to adopt a holistic approach that encompasses a diverse array of Key Performance Indicators (KPIs). While individual metrics offer valuable insights, it is the combination of these metrics that provides a nuanced understanding of system performance and user experience. I divide these KPIs into two categories, General Metrics and Experience Metrics. 

General Metrics 

• Total Calls: A foundational metric providing insights into overall call volume and demand patterns. 
• Total Transfers: An indicator of the frequency with which calls are redirected to live agents, influencing operational efficiency. 
• Agent Request Rate: A measure of customer preference for human assistance, guiding resource allocation strategies. 
• Intent Capture Rate: A metric assessing the system’s proficiency in accurately discerning and addressing user intents. 
• Call Length: Providing insights into user engagement levels and system efficiency. 
• Hang-up Rate: Highlighting potential usability issues or customer dissatisfaction leading to premature call terminations. 
• Containment Rate: Reflecting the system’s capacity to autonomously resolve queries, thereby enhancing self-service capabilities. 

• Total Self-Service Attempts: Tracking user engagement with self-service options, a critical aspect of IVR functionality. 
• SMS Sent: Monitoring the adoption of alternative communication channels, reflecting evolving customer preferences. 

Experience Metrics 

• Total Calls to X Prompt: Identifying critical junctures in call flows, essential for optimizing user journeys. 
• Total Attempts: Offering granular insights into user interactions across various stages of engagement. 
• Prompt Retry Counts / No Match: Signifying instances where users encounter challenges in communicating with the system, thereby pinpointing potential usability concerns. 
• Prompt Timeouts / No Input: Measuring user responsiveness to prompts, aiding in the refinement of prompt durations. 
• Total Questions/Prompts Heard: Providing a comprehensive view of user engagement, facilitating iterative content enhancements. 
• Self-Service Attempts per Call: Evaluating user reliance on self-service options, guiding system design refinements. 
• Total SMS Sent per Call: Reflecting user preferences for communication channels, informing strategic channel prioritization decisions. 

Executive Dashboards for Real-time Insights

Integrating these KPIs into an Executive Dashboard should be a cornerstone of daily operations, offering real-time insights into system performance. Contact Center leaders should work with their business and technology partners to establish baselines for each metric. Once baselines are established, leveraging the native alarming capability in a Business Intelligence tool provides instant notifications that an established baseline has fallen too low or high.  

How Kenway Can Help Your Customer Service Strategies with Data-driven Solutions

At Kenway Consulting, we advocate for a culture of data-driven decision-making, where these KPIs are shared across the organization to inform strategic initiatives and foster a culture of continuous improvement. Utilizing comprehensive metrics and executive dashboards is instrumental in unlocking the full potential of IVR and IVA systems. By embracing this analytical approach, organizations can not only optimize current performance but also lay the foundation for future advancements in customer service excellence. If you’re interested in learning more about how our solutions can enhance your customer service strategies, contact us today.