"Designing the next era of conversational AI, and shifting from IVR to IVA If you are new to conversation design, this is a great place to start! Consider this your guide to understanding the current shift in the industry, why voice channels are critical, and the design principles that ensure your AI brings a delightful experience. The old rules - the rules of tedious, menu-driven Interactive Voice Response (IVR) is transitioning into the new rules,"
"For decades, the voice channel has been the source of customer frustration. Organizations have a "magnificently awful" reputation for customer experience in voice. I'm sure you can relate. The voice channel became synonymous with frustration due to several core issues: Systems relied heavily on long menus with "Press this number" options, making it difficult to reach a person or complete desired tasks. Technology couldn't understand different accents."
Generative AI and large language models are transforming voice interactions from rigid, menu-driven IVR systems into flexible Intelligent Virtual Assistants (IVAs). Voice channels historically caused customer frustration due to long menus, poor accent recognition, repetitive questions, and lack of personalization. Designing for IVAs requires new principles that prioritize natural language understanding, context awareness, and seamless handoffs to humans. Effective IVA design leverages user data to avoid redundant prompts, supports varied accents and utterances, and creates delightful, efficient experiences across voice channels. Organizations must adopt conversation design practices and AI capabilities to improve customer satisfaction and reduce friction.
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