For Customer Experience Professionals

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	May 20, 2009 Best And Worst Of Phone Self-Service Design, 2009 Forrester Applies Its IVR Review Methodology To 16 Major Firms by Adele Sage with Andrew McInnes, Bruce D. Temkin, Rachel Zinser

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Executive Summary

Forrester applied its IVR Review methodology to the phone self-service experiences at 16 US firms — four each of the largest auto insurers, discount retailers, footwear manufacturers, and online travel agencies. Among the generally weak phone self-service experiences, Nike earned the only passing overall score. As a group, the auto insurers outperformed the other industries, but the last-place industry, discount retailers, lagged the top performers by only two points. Despite the many flaws, we also uncovered several best practices, such as Orbitz's anticipation of customer needs, 21st Century Insurance's clear menu options, and Nike's helpful presentation of information. To improve phone self-service experiences, firms should evaluate their own IVRs, take advantage of the right applications to manage customer service costs, and design their IVR experiences with other channels in mind.

TABLE OF CONTENTS

• Examining The Current State Of Phone Self-Service Experiences
• Only One Firm Passed Our Usability Test
• Phone Self-Service Flaws Exist In Every Category
• Best Practices Emerge Despite The Problems

RECOMMENDATIONS

• Take A User-Centered Approach To IVR Experience Design
• Supplemental Material
• Related Research Documents

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