Explaining the (non) adoption and use of interactive voice response (IVR) among small and medium-sized enterprises
Typically, the penetration of interactive voice response systems (IVRs) is described as being very high especially among large companies. The paper at hand discusses the use and adoption rate of such systems among companies, especially among small and medium-sized enterprises (SME). The study conducted shows that the penetration of IVRs is far lower (about 12%) than initially thought. The main reason stated for this low penetration level seems to be the incompatibility of the company’s business model with an automated telephone answering system. However, the evaluation of results gave evidence that this reason serves as a pretext only and that the real reason(s) for not adopting an interactive voice response system might be far more complicated and profound. It is supposed that the negative historic perception of automated speech system still prevails and that IVR providers and sellers have failed to communicate the system’s progress as well as its benefits and its numerous areas of application.
KeywordsInteractive voice response (IVR) Adoption of information systems (IS) Small and medium-sized enterprises (SME) Customer service
Unable to display preview. Download preview PDF.
- Anton, J. (2000). The past, present and future of customer access centers. International Journal of Service Industry Management, 11(2). Google Scholar
- Aspects Communications (2005). Contact centre survey 2005. Survey, Retrieved April 30, 2009, from http://www.ecustomerserviceworld.com/eresearchstore_research.asp?action=display&type=research&id=727.
- Berne Economic Agency Development (2006). Strengths of Switzerland. Retrieved November 17th, 2010, from http://www.wfb.ch/3297/3512/3513.asp.
- Communications International (1995). VM gets the message, 20, 14–15. Google Scholar
- Chase, R. B., & Dasu, S. (2001). Want to perfect your company’s service? Use behavioral science. Harvard Business Review, 79(6), 78–84. Google Scholar
- Churchill, G. A., & Iacobucci, D. (2005). Marketing research: Methodological foundations. Mason: Thomson, South-Western. Google Scholar
- ContactBabel (2006). North American contact centers in 2006: The state of the industry. Survey, County Durham (UK). Retrieved April 1, 2009, from http://www.ccng.com/files/public/ContactBabel_North_American_Contact_Centers_in_2006_The_State_of_the_Industry.pdf.
- Cooper, D. R., & Schindler, S. P. (2008). Business research methods (10th ed.). McGraw-Hill Higher Education. Google Scholar
- Datamonitor (2003). Speech deployments to grow at a fast clip. Article. Retrieved from http://www.callcentermagazine.com/shared/article/showArticle.jhtml?articleId=8702042.
- Frost, & Sullivan (2007). North American IVR systems market. Market study, Retrieved from http://www.researchandmarkets.com/reports/542947/north_american_ivr_systems_market.
- Frost, & Sullivan (2006). U.S. IVR systems market—Hope for growth through speech. Market Study, February 2006. Google Scholar
- Kaehr (2008). Analysis of the market and potential of IVR solutions. Master Thesis, University of Fribourg, Switzerland. Google Scholar
- Kloosterman, S. H. (1994). Design and implementation of a user-oriented speech recognition interface: the synergy of technology and human factors. Article / Letter to editor. Retrieved March 30, 2009, from http://doc.utwente.nl/57382/.
- Kotter, J., & Rathgeber, H. (2006). Our iceberg is melting—changing and suceeding under any conditions. New York: St. Martin’s Press. Google Scholar
- McGregor, J., & Gomes, C. (1999). Technology uptake in SMEs: Some evidence from New Zealand. Journal of Small Business Management, 37(3), 94–102. Google Scholar
- Musico, C. (2008). VoiceXML propels global investement in IVRs. Speech Technology. Retrieved April 8, 2009, from http://www.speechtechmag.com/Articles/News/News-Feature/VoiceXML-Propels-Global-Investment-in-IVRs–48953.aspx.
- Pasha, A. (2002). How much can you save using voice-over-IP? Express Computer Online. Retrieved April 29, 2009, from http://www.expresscomputeronline.com/20020401/cover1.shtml.
- Schmiemann, M. (2008). Enterprises by size class—overview of SMEs in the EU. Statistics in focus (p. 8). Eurostat (European Commission). Retrieved from http://epp.eurostat.ec.europa.eu/cache/ITY_OFFPUB/KS-SF-08-031/EN/KS-SF-08-031-EN.PDF.
- Snyder, J., Hegg, A., von Kaenel, M., Galambos, S., & Mbittha, E. (2006) High tech heart of Europe: Switzerland matters! Power Point Presentation from the U.S. Commercial Service, Retrieved November 17th, 2010, from http://www.buyusa.gov/southcarolina/427.ppt.
- Spoken Communications (2006). Benchmark portal IVR study. Productivity Software, 19(9), 7–8. Google Scholar
- Sullivan, M. (2007). How to switch to VoIP phone service. PCWorld. Retrieved April 29, 2009, from http://www.pcworld.com/businesscenter/article/137466/how_to_switch_to_voip_phone_service.html.
- Thong, J. Y. L. (1999). An integrated model of information systems adoption in small businesses. Journal of Management Information Systems, 15(4), 187–214. Google Scholar
- Valentine, L. (2002). Voice recognition frees hands; boosts customer service. ABA Banking Journal, 94(4). Google Scholar