Changing consumer attitudes to diverse contact channels:
what are the opportunities for organisations to use Voice Self-Service?
By Marcus Hickman
A BT and Nortel White Paper
Fragvergence: the emerging world of customer contact
Voice Self-Service: favoured by consumers for efficiency improvements
What are the opportunities for organisations?
How to implement Voice Self-Service: avoiding the IVR PR Problem
Conclusion: implications for business by solving nine key challenges in customer contact 19
Fragvergence describes two trends in the marketplace which
are converging and fragmenting. As communication devices,
networks and software converge in capability, consumer use of such
technology is increasingly fragmented – in the channel chosen,
the occasion of interaction and how the device is used. While some
experts state that consumers will migrate to use one all powerful
channel for all customer contact – eg the Internet with VOIP or
a fully enabled mobile handset– research evidence suggests
that fragmentation is the more likely future outlook.
The traditional argument for ‘convergence’ relates to
• Devices are converging in their capability (eg TV on the Internet
and mobile, Internet/interactivity on the TV and mobile, VOIP
on the Internet, e-mail on the TV and mobile) and some predict
that this will all converge to one mobile handset device in time.
This means people can increasingly complete all interactions
through one device
• Organisations should focus on call centres and Internet
Self-Service for everyday communication with customers, in an
attempt to migrate customer transactions, customer service and
account management to one, lower cost channel: ‘You can do it all
through the call centre/Internet’.
The counterpoint of ‘fragmentation’ says that different consumers
want to use different devices and methods of communicating with