How Inconsistent IVR Personas Damage Your Brand

Imagine coming across an Instagram post for a brand you’ve taken notice of a few times before. You love their aesthetic and they have a product you’ve always wanted to buy. You decide that it’s time to make a purchase. First, though, you have a couple of questions.

You call the company, expecting an exchange that’s reflective of the warm, kind, youthful energy they exude on Instagram. What you get, though, is a cold, to-the-point response, making you stop to wonder if you dialed the wrong number.

Interactive Voice Response (IVR) systems may technically be robotic, but they can also be personalized to your brand. Your IVR needs to give your customers the same impression that your website, live agents and marketing campaigns do. If your IVR doesn’t sound on par with your brand, it could easily turn off customers.

Stay True to Your Brand Voice

Your brand’s voice includes specific words, overall language and the general attitude that your IVR persona should convey. You’ll want to record your IVR prompts using a brand-appropriate persona. Refer to the style guide for this – the brush-up won’t just help your IVR, but your entire team of agents, too.

Avoid Common IVR Persona Mistakes

Regardless of the brand voice, there are a few things that no customer wants to experience when they call your support line, no matter what you’re selling. Avoid IVRs that sound too mechanical. Don’t use strange or unnatural language. Limit the different voices customers hear, and use only trained voice actors for prompts. Make sure the IVR is actually helpful ­– the last thing a caller wants to do is use a different avenue of communication to get the help they need.

Instill Trust in Your Customers

Having a consistent brand voice does more than just make your company seem unified. Behaving consistently also instills trust in your customers, which can improve loyalty. Plus, your customers are more likely to recommend your brand to others, come back as repeat customers, and even stick with you should your prices increase.

One Last Thing

Want to know if your IVR persona is truly hitting the mark? Put yourself in the customer’s shoes and call the IVR yourself. Pay close attention to how it speaks to you. If you find the persona jarring, chances are your customers are going to be even more affected by it.

 

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