IVR A New Age Marketing Tool for Rural India

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IVR A New Age Marketing Tool for Rural India

What is IVRS?

Interactive voice response (IVRS) is a technology that allows a computer to interact with humans through voice telephone input and touch-tone keypad selection, generating the correct responses in the form of voice, fax, call back, email and other methods. IVR is measurable, testable, accountable as every call made out can be measured regarding length of call, time of day, with knowledge that customer has heard the main message. IVR outbound calls (OBDs) can include a call to action, like recording their voices, the missed call is registered in call center and used in communication, which help in organizing database to generate reports.

There are examples of IVR in our daily lives that we cannot miss, such as telephonic calls to advertise new offers and schemes by telecommunication sector or the long list of instructions while calling a customer care or help center.

IVRS is Interactive voice response System

IVR promotes rural marketing campaign in the following ways:

 Satisfaction survey:

Conducting a telephonic survey through use of IVR is one of the most cost-effective methods to know the satisfaction level of consumers, understanding their psyche and attitude for a brand or product. Collecting information about your callers is also very important to understand the preferences of the target audience. The option of hiring a skilled set of surveyors and paying for their travel expenses might repel people but the ease of doing it with IVR makes data collection bearable.

 Sales call:

Personal selling with a twist and minus door to door selling equals to IVR. Lead generation is faster and more efficient when the human is talking to a computer rather than another human being. Another benefit of using IVR is that higher number of sales calls can be made without any breaks and at lower cost.

 Better lead management:

Usage of IVR makes generating leads easier and following up on them faster, keeping track of the responses and cold calling is also structured in a more effective manner.

Missed Call
feedback with missed call

Customer Satisfaction

IVRS helps to achieve customer satisfaction as it is available 24 x 7 and helps with instant connectivity for urgent requirements. IVRS is and has been the most popular choice for customer service, the same can be attributed to following up on leads generated, cold calling, and after sales service. An IVR ensures that no time is wasted by transferring the call to the right department and registering complaints or requests without any hassle

A professional  impression:

When rural areas and small towns are considered, receiving an automated call from brands (except telecommunication) is considered an indication to the size, and growth of the company. This makes the first impression of the brand very pristine and professional. The customer feels special to receive such a call from the big shots.

Building of brand image:

IVRS starts with proper welcome message which appeases the caller and leaves a long- lasting impression to build brand image.

Related Story: Right Mobile Marketing Strategy For Rural India

Why is the use of IVR for rural marketing campaign on the rise?

Rural audience is often taken by surprise with IVR; earlier, the reaction to a prerecorded message or computer was very varied. Now, however, the rural areas have grown and developed in education and technology. This means marketing  agencies have finally started accepting IVR with open arms and why not, its benefits are multiple.

Following is a list of advantages from the use of IVR for brand communication which is getting it acceptance among rural people;

Reduction in costs:

As trained and skilled manpower is more expensive in long run as compared to IVR which seems like investment for creating an asset. Therefore, IVRS helps to reduce operating costs, increase efficiency and ROI.

Saving of time and efforts:

The time, and energy required by IVR to make 100 calls as compared to time and energy required by an employee to do the same differs significantly and gives positive reasons for favoring the system instead.

Personalized experience:

 The IVRS helps to give a personalized experience as it attends each query helping the customers to share their experiences and offering timely resolution.Use of vernacular languages:

We are a diverse country with many languages and rural people may not be aware of English and Hindi. Use of voice call is advantageous as it can use vernacular language instead of English texts as used in SMS, Email. Also, farmers do not require to be literate to get information as they are quite familiar with their native languages.

Works with a low internet connectivity:

IVRS also works with featured phones and does not require the use of smartphones, catering to the needs of rural people where internet connectivity is low.

Therefore, IVRS in rural India boosts the marketing campaign and helps the farmers become aware and informed..

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