For Customer Experience Professionals

Primary Analyst Photo	Document Information	Rate this Document
	August 15, 2008 Best And Worst Of Phone Self-Service Design, 2008 Forrester Applies Its IVR Review Methodology To 16 Major Firms by Adele Sage with Bruce D. Temkin, Vidya L. Drego, Andrew McInnes, Rachel Zinser	Average: 2  (1 rating)

This is an excerpt

Executive Summary

Forrester applied its IVR Review methodology to the phone self-service experiences at 16 firms — four each of the largest airlines, banks, department stores, and MP3 player manufacturers. Among the generally weak phone self-service experiences delivered by the companies, American Airlines received the one passing score for its IVR. As a group, airlines outperformed other industries, while department stores fell to the bottom of the list. Despite the flaws we found, there were also a number of best practices, such as United Air Lines' advanced IVR functionality, Wells Fargo's error handling, and Macy's clear system feedback. To improve phone self-service experiences, firms should evaluate their own IVR experiences, fix problems like unclear menus, and take advantage of the strengths the channel offers to maximize self-service opportunities.

TABLE OF CONTENTS

• Examining The Current State Of Phone Self-Service Experiences
• Only One Of The 16 Firms Passed Our Usability Test
• Phone Self-Service Falls Short In Every Category
• Best Practices Emerge Among The Flaws

RECOMMENDATIONS

• Improve Phone Self-Service Experiences With A User-Centered Approach
• Supplemental Material
• Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.