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This report provides important data points on why IVR (interactive voice response) is still so critical for organizations. It gives businesses reasons to upgrade and describes how to incorporate the IVR experience with other customer interaction channels.


  • The widespread use of IVR in contact centers should, in theory, mean that they have been optimized to effectively help customers while they wait for support. Clearly this is not true since so many customers are dissatisfied with the channel.
  • IVR is just as important an investment as digital support and should be integrated with other channels. Automated menus should be incorporated into a joined omnichannel support strategy that allows customer data to be integrated across channels.
  • Menu options should be clear, brief, and tailored to individual customers, ensuring that customers can quickly select the option they require. Speech recognition helps to reduce menu options by asking customers upfront what they are calling about.

Features and Benefits

  • Provides reasons why enterprises need to upgrade and modernize their IVR systems.
  • Discusses best practices for optimizing IVR as part of an omnichannel support strategy.
  • Lists the benefits of a dynamic, personalized self-service system.

Key questions answered

  • Why should contact centers adapt their self-service systems?
  • How can visual menus be incorporated into the IVR experience?
  • What are the benefits of an integrated, multichannel self-service strategy?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises

Enterprises need to update their IVR systems

  • Phone is still the primary channel to resolve issues
  • Yet customers pinpoint IVR as their biggest frustration
  • IVR has been neglected, leading to channel discrepancies
  • Phone self-service should be used to deliver positive experiences

Best practices for deploying IVR

  • Make phone self-service part of the omnichannel experience
  • Implement simple menu options that incorporate mobility
  • Encourage resolution in the IVR where possible
  • Use data to understand and predict customers' needs
  • Update an IVR regularly to enhance the customer experience


  • Methodology
  • Further reading
  • Author

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