IVRs are an important part of any company’s CRM implementation. IVRs (when implemented correctly) are great for sales and customer service, routing calls to the appropriate individuals and gathering information to facilitate faster and better service. But rarely is it considered to use an inbound IVR for marketing purposes. Kelly Starzec at the IVR Blog talks about utilizing an IVR as a marketing strategy. She outlines the fact that customers who call into an IVR are a captive audience, marketing through an IVR is a passive form of marketing, and it is a relatively inexpensive way to market special offers and other such things. Starzec recommends utilizing IVR technology for:
- Promotions
- Upselling of upgrades/accessories/new services
- Promoting Events
- Selling/Redeeming Gift Cards
IVRs can be created specifically for these purposes, or existing IVRs can be used to market while the customer is on-hold. Either way, taking a customer touch point and turning it into a marketing campaign is a good strategy. It is important to make the most of any interaction that a company has with their customer, without seeming overbearing. The IVR is just one other tool that can be used in this manner.
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