What is the pulse of the IVR ? What parameters of the IVR need to be looked at first to quickly understand its health ? The IVR Performance Scorecard aims to understand the first-cut metrics of an IVR. The goal is to find out the values of these parameters, and to benchmark them with industry standards. These critical parameters are: Containment, Completion, Repeat Contacts, Churn, Utilization and Segmentation.
Containment tells us the ratio of callers who did not transfer to agents, and were contained within the IVR.
Completion is a process metric, and tells us the number of callers who successfully complete a task on the IVR after starting it. Low completion rates warrant a detailed look at the process, and need to be drilled into to understand the reasons for this poor performance.
Repeats is a critical metric which tells us the rate at which callers call back within a specific time interval. If completion rates are high, along with a high repeat call rate, it could indicate that callers were not satisfied on the first call, and that the organization's view of completion does not align with the customer's view.
Churn is an indication of how many callers had to repeat a particular activity, either due to entering incorrect information, or timing out. Callers generally face trouble when they have to enter a long string of digits such as account numbers, and many of them get it right only after multiple attempts.
Utilization indicates the frequency of access or utilization of the different menu options, and and can highlight the most popular menus and those menus which are rarely accessed. Quick fixes could include menus being reordered based on their popularity, and moving menu items up the hierarchy.
Segmentation provides insight into how a particular user type (Language, Geography, Premium vs Regular Customer) utilizes the IVR in comparison with other types. This information can allow the organization to customize the IVR or certain processes for specific customer categories.
Like any scorecard, these numbers only show a high level picture of the overall health of an IVR. Even though it may not showcase all the subtleties and interplays of individual parameters, this is still a good place to start understanding the performance of this interaction channel. In future posts, we will start looking at these parameters in detail, and also drill further into the other aspects of performance.
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