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