Editor’s Note: This week we’re joined by guest writer Heather Johnson, a freelance writer on business, bootstrapping and customer services topics.  Many of these points are things you’ve heard before, but we can’t stress them enough! 

Unfortunately, some companies adopt Interactive Voice Response (IVR) without really considering the needs of their customers. When the company merely sees the new technology as a simple way to save time and money, the system is doomed for failure. There are several factors that set great IVR apart from poorly executed IVR.

If you’ve received a lukewarm reaction to your new system, then one or more of the following obstacles could be the culprit:

1. No Way Out – Yes, IVR can be convenient, but it isn’t perfect and there are times when a customer would really just prefer to talk to a human. If they can find no easy way out of the automated program, tensions will quickly mount.
2. Too Many Menu Options – Customers will develop a white-knuckled grip on their telephone when there are too many menu options. Don’t offer more than five per menu and don’t layer too many menus, lest the customers feel like they’re lost in a labyrinth.
3. Inaccurate Voice Recognition – Your IVR is only as good as its ability to understand the customer. If your IVR is rerouting most of your customers to a live agent after failure to recognize prompts, then you’ve essentially wasted everyone’s time by implementing the technology.
4. No Shortcuts – If you have returning customers who know exactly where they want to be in a menu, then you should have a way for them to cut right to it. Sitting through several prompts is only necessary for those who have never used the system before.
5. Long-Winded Script – How long do your prompts really need to be? Give your customers the benefit of the doubt and keep things pithy.

Heaven help the companies who are using bad IVR as their complaint department. A customer who is already annoyed could quickly become enraged when the above problems exist. Remember, IVR should be designed to make life easier for all parties. Put yourself in the customer’s shoes and ask yourself how convenient your current system is.

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Heather Johnson is a freelance business, finance and economics writer, as well as a regular contributor at Business Credit Cards, a site for best business credit cards and best business credit cards offers. Heather welcomes comments and freelancing job inquiries at her email address heatherjohnson2323@gmail.com.