Measat Broadcast Network Systems - Best IVR or Web Service Solution
Company: Measat Broadcast Network Systems Sdn Bhd, Kuala Lumpur, Malaysia
Company Description: Astro Malaysia Holdings Berhad is a leading integrated consumer media entertainment group in Malaysia and Southeast Asia with operations in 4 key areas of business, namely Pay-TV, Radio, Publications and Digital Media. The company hasa customer base of over 3.5 million residential customers,or approximately 52% penetration,of Malaysian TV households.
Nomination Category: New Product & Service Awards Categories
Nomination Sub Category: IVR or Web Service Solution – New Version
Nomination Title: Turning Aimless Navigation into Thoughtful Interaction
Tell the story about this nominated product or service (up to 650 words). Describe its function, features, benefits, and sales to date:
1| Revolutionising Deep-Rooted Service
As a service provider whose reach spans urban cities and rural towns, we needed a customer service platform that works for all irrespective of connectivity and mobility. In 2015, Malaysia’s broadband household penetration rate was 77.3% while mobile penetration rate was 145.7%. This means that the IVR platform is still very relevant as a means for customers to get in touch with us, and investment in its enhancement will ensure its relevance and convenience for years to come.
2| The Old Bane:Aimless Navigation
A deeper analysis into our IVR platform revealed that option selection was sporadic, descriptions were difficult to visualise over-the-phone, and there was no real intention to solve a problem. We realised that hundreds of calls were unnecessarily lengthy due to their intended service that was layers-deep inside the option tree.
3| The New Boon:Thoughtful Interaction
A Simple Solution Saving Precious Time
Our statistics indicated that billing queries were always at the top of our call transactions, so through a simple, unassuming change we realised we could save everyone’s time. By shifting the request for a caller’s account number to the front of the call, most users would already have their query answered as the system would automatically read out their current amount due. Also, the new dynamic IVR menu provides options only relevant to the type of account. So, if a user has yet to make their payments, they will only be guided to ‘payment’ and do not have to go through the package & pricing or technical & installation options. This immediately completes the intended caller transaction, saving seconds, minutes, and even the need to have a live agent for such a humble task.
Convenience and Security Over the Phone
When dealing with monetary transactions, security is always a primary concern. However, not everyone has the means to physical mobility or internet connectivity. Our enhanced IVR system allows customers to pay over-the-phone with a secure self-service PIN. In the long run, convenience gives way to further savings for the business from the reduction in need for live agents to process payments and focus on transactions that require critical and cognitive queries.
Automation in Technical Troubleshooting
Our new IVR system is also now equipped to provide immediate technical service resolution. – there is a reasonable number of calls that can be solved by a simple system refresh. Customers that have missed any system updates on their boxes or were having issues viewing their newly purchased channels can simply use the IVR to trigger a box refresh. This enhanced system technology provides hassle-free technical resolution that previously required agent involvement to resolve.
A Voice You’d Be Happy to Listen Out For
Our enhanced IVR system also includes a completely new voiceover. Beyond just emphasizing a dynamic tonality in their voices, the script was closely scrutinised to ensure more conversational language, sentencing structure comprehension, and even the occasional interjection to add a bit of life. We even engaged a popular local radio DJ to be the voice talent, giving users a welcome surprise when they call up, reducing any tension in the moment.
4| Measuring Success
Our results since the IVR enhancement project has been nothing but encouraging – we have increased overall customer satisfaction in this platform, in relation to a 258% increase since beginning of year in IVR utilisation, measured by successful IVR transactions and a reduction in calls taken by our live agents. Our indicators highlight a growing awareness of the platform and intention to use it as a primary mode of self-care.
In the long run, these investments in improving what was thought of as an outdated platform, will allow the company to service all our customers at their convenience, allowing us to continue improving our business goals of going digital in our customer service ecosystem, in the meantime reaping cost savings that can better be utilised in future.