Enterprise Voice Portals: Ears are more valuable than Eyeballs. John Hibel Vice President of...

Web portals are key point of entry

Web portals are key point of entry

•Marketing Investment

•Introduction to the Enterprise

•Convey Brand Messaging

•Enable Transactions

•Capture Leads

Hold the phone…

• Each month, hundreds of prospects click through our web portal and decide to contact us.

• They’re just one click away from a web contact form…

• …But almost exactly half still pick up a phone!

Are we missing an opportunity?

• If ~50% prefer the phone, could an alternate entry point be additive?

• Are Ears more valuable?

– Less inclined to browse

– Closer to point of sale, transaction, or urgent customer service

• Most of today’s Voice Portals aren’t designed for this possibility

Web PortalWeb Portal

Voice PortalVoice Portal~50%

Alternate Entry Point?(If promoted as such)

Alternate Entry Point?(If promoted as such)

Today’s portal experience

Web Portal Voice “Portal”

•Marketing-centric •Finance/Operations-centric

•Key entry point

•Introduction to company

•Call processing vehicle

•Offloads live agents

•Brand Identity

•Brand Message

•Want good VUI to lower opt-out;

•Maybe do some voice branding

•Keep visitors engaged as long as possible

•Get callers off the phone ASAP

A new voice portal approach

Voice Portal Focus:The Transaction

Voice Portal Focus:The Transaction

Web Portal Focus:Engaging the customer

with the brand

Web Portal Focus:Engaging the customer

with the brand

Voice portal 2.0: Web objectives + voice presentationVoice portal 2.0: Web objectives + voice presentation

•Branding is message and experience–Perfectly compatible with VUI

•Branding does not require browsing–Browsing works best with GUI

Seizing the opportunity

• Make it a PORTAL– Key point of entry for your enterprise– For new prospects

• easy access to information• appropriate for phone• easy access to live agents upon demand

– For existing customers

• ENGAGE customers with your brand– Ears are valuable. Invest in them. – How much is a customer touch point like this worth?

• Use message and customer experience to REINFORCE the brand

Thank you