Online campaign company B12 Admark says that developments in the use of voice recognition systems have led to the evolution of traditional customer service, and voicebots have come to revolutionize contact centers.
According to Dentsu’s most recent “Global Ad Spending Forecast” report, advertising spending globally will grow 8.7% ($738.5 billion) in 2022, driven by the digital sector. The Marketing Solutions Agency expects the global advertising market to grow by 5.4% in 2023, followed by another 5.1% in 2024.
Given this growth, B12 Admark indicates that finding niche channels and leveraging trends such as the use of voice recognition systems is critical to improving digital marketing strategies, which reflect the evolution of traditional customer service. Among the systems that are facilitated by the use of Artificial Intelligence (AI) are Voicebots and IVR systems.
According to Roberto López, Chief Marketing Officer of B12 Admark Mexico, the abbreviation of IVR is Interactive Voice Response, Interactive Voice Response Technology, which allows users to interact with the company’s customer service system. These applications are based on configurable menus that allow you to navigate through various options. With this system, customers can receive responses to inquiries in the form of voice, fax, agent callback, email, or other contact methods.
IVR technology allows the user to contact the company’s customer service telephone number, and the audio system automatically answers the call, proposing a range of pre-recorded options, from which the user can access your mobile device. Selects the desired option using the keyboard or speaker. ,
Voicebots, on the other hand, are computer applications, although they are based on IVR systems, use AI and Natural Language Processing (NLP) technology to maintain a fluid conversation with the user, analyze emotions, process queries, etc. and generate agile responses. users’ wishes and feelings; and have the ability to learn continuously.
“Over the years this type of technology, along with chatbots, has been implemented largely in companies’ operating processes, as it allows for significantly higher ROI. The main difference compared to IVRs is that voicebots have to prioritize alternatives. Not required: They are designed to listen to the user’s query and respond based on demands. For example, transfer calls or change the date the package is received. If he doesn’t have an answer to a user’s problem , then the bot proposes alternatives to the user with the aim of refining the search, obtaining more information and managing to resolve doubts”, notes Lopez.
In other words, although it is a voice robot, a voicebot has the ability to recognize voice tones to adapt to a person’s type of response, so that it does not sound like a harsh or very limited conversation. This makes it a great solution to make customer service more satisfactory.
“The advantage of this technology is that a more complete customer service experience is achieved as there will be people who prefer to explain their request in person and via text to others. Therefore, for both strategies, automated Teams can be formed that can become the best in the organization because they can be customized and built to measure”, says Chief Marketing Officer of B12 Admark Mexico.
The executive explains that artificial intelligence, big data, data analytics or conversational bots (voicebots or chatbots) are some of the technologies and tools that accelerate the transformation of large corporations towards digitization, as they enable companies to improve efficiency and improve customer service processes. help improve the experience. Which becomes much closer and more effective. “In essence, it is an evolution of traditional customer service,” concluded Lopez.