IVR is a system for optimising resources and improving service in customer support centres.

The success of a new Customer Support Centre hinges on three essentials: service design, centre design and the implementation process. A survey of technological needs is requisite to centre design and should focus primarily on CTI, IVR, Internet and CRM Systems.

The incorporation of an IVR system can be regarded as just one more piece in an enormous puzzle that can benefit my company on the grounds of the following considerations: Can I automate services where human involvement creates no added value? By automating processes, do I increase the volume of calls attended without forfeiting service quality? Do I use fax or e-mail to communicate with my customers? Is it in my interest to set up voice mail at my site, integrating it with the systems already in place? But at the same time should I take account of the savings in HR (training, turnover, jobs), the reduction in headcount and the advantages of operating 24 hours a day, 365 days a year?

It would appear, after analysing the foregoing questions, that installing an IVR at my site can only be beneficial, but if that's the case, why are many companies so reluctant to adopt this system in their support centres? What is the trend on the U.S. market? None of these questions seems to have a simple answer, but we might pose others before trying to respond: Are users prepared to deal with a machine? Can human contact benefit my service quality and therefore my company?

In Europe, and more specifically in Spain, doing certain kinds of business with machines is beginning to become commonplace, but there are still companies and users who clearly prefer human contact to technology. Technological progress obviously chills human relations but there can be no question that practicality and efficiency are good (and profitable) business. Evidently, automating processes in which human involvement can provide no added value will bring benefits; this would apply to processes such as queries on account balances, meter readings, information on products, office hours, reservations, rates, school marks, enrolment in courses, stock exchange operations, card recharging, etc. It doesn't appear to be very sensible to oppose technological progress, while there is definitely something to be gained in attempting to persuade customers to use an IVR system for their routine queries and operations.

A look, no matter how cursory, at the U.S. market shows that the prevailing culture there has always been more prone to assimilating new technologies in call centres: consequently U.S. consumers are used to dealing with IVR systems. American investment, therefore, focuses on improving these systems and incorporating new functions, whereas in Europe the number of facilities in use is beginning to grow substantially. In conclusion, all the areas concerned should be involved in the decision to install an Interactive Voice Response system in your company, to analyse not only the technological aspects but other factors as well, ranging from strategy and function to the human factor, to ensure the success of the solution adopted.