Businesses of all types and sizes, Governments and other organisations are introducing Automatic Speech Recognition (ASR) in their existing Customer Relationship Management (CRM) processes or upgrading their Touchtone
(DTMF) IVRs or even deploying brand new services from scratch. Their
motivation is to keep Call Centre and Helpline costs down, aiming at the same time towards 24/7 availability of both information and services to their
customers, while hopefully also increasing customer satisfaction and loyalty.
A number of questions need to be answered, however, before going ahead with implementing a voice-activated or speech-enabled self-service:
This is where a Discovery Workshop comes in handy!
- Why use speech recognition in your CRM process at all?
- Is voice recognition really necessary or is touchtone sufficient or even more suited to your purposes?
- Should perhaps your service combine both voice and DTMF? Which modality should be used where and when?
- What is VUI Design and why and where will you need it?
- How can you tell a "good" from a "bad" design?
- How can you test a service and how can you ensure your callers will accept and even .. like using it?!
- Is it possible to optimise an existing service and how?
WHY A DISCOVERY WORKSHOP?
At DialogCONNECTION, we work closely with your organisation to help you answer questions such as the above and decide on the potential business case for the introduction of voice and/or DTMF in your existing CRM processes. To this effect, we organise intensive and productive 1-5 day Discovery Workshops, which are also used for the conception and design of new services - if applicable.
In the process, we work with both your Sales and Marketing executives, and your IT staff, as all aspects of your business need to be taken into account to get a comprehensive view of the existing and potential issues and the
possibilities for optimisation. Part of this process involves identifying and interviewing real people, representative of your target market segments. The rationale is to pinpoint more accurately and effectively the needs, goals and expectations of both sides (the organisation and the end customer) regarding the planned service. Existing business processes, marketing strategies and channels are analysed, along with any financial, logistical and technical constraints and targets.
The outcome of these brainstorming sessions and workshops is a VUI Vision Proposal along with a Statement of Works report. The VUI Vision paper sketches out the proposed Voice User Interface, both in terms of suggested and desired functionality (what the system can and cannot do) but also in terms of hear-and-feel (communication style and tone). The accompanying Statement of Works is again a proposal on the corresponding list of tasks and deliverables towards the implementation of the VUI vision and feeds into the final Project Plan.
Some organisations decide – to their peril – to limit the time spent on such Brainstorming activities (too “fluffy” for them!) or even skip them altogether. The repercussions later on in the project cycle can be devastating. Unrealistic or downright erroneous assumptions about what a service should do and what its users expect from it or how they behave can mean that the whole time designing and implementing the solution could go to waste. After that, starting again from scratch is the only – very painful and embarrassing! – option!