Cellphone screen menus set to replace IVR options

Stuart Corner
Monday, 08 March 2010 10:33

Business IT - Technology

According to Ovum at least one of Australia's mobile operators will initiate, by year-end, a major deployment of self-service customer care by exploiting the processing, data communications and visual display capabilities of customers' mobile phones.

Ovum lead analyst for customer interaction, Daniel Hong, told iTWire "It is on the radar for a lot of the carriers. It is just a matter of time before they get the resources and internal planning and processes together but I am pretty confident that by December this year you will see a major deployment [by an Australian mobile operator]."

He added: "We believe now is an opportune time for mobile self service. Spending on customer self service via mobile devices is expected to grow at double digit rates to 2015.

"When you look at the mode of communication between customer and the organisation there are a lot of different channels but calls are increasing being made from mobile devices and leveraging their unique capabilities can help organisations provide better customer care."

Ovum will shortly publish a report "Assessing the opportunity for mobile self-service." Hong, told iTWire "Our clients have been asking for insights on customer self service technologies via mobile devices and this is our first report in that area. It will be published at the end of March.

Ovum defines mobile self-service as "the technology that enables customers to initiate and complete an account-specific transaction through a graphical user interface on their mobile device through automation (self-service)."

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