ABSTRACT
Interactive media normally includes text messaging, web interfaces and digital interactive TV (DiTV), but increasingly one also has to consider rich media delivery by mobile phone using enhanced messaging services (EMS) and multimedia services (MMS). This chapter focuses on Interactive Voice Recognition (IVR) and the pros and cons of implementing such automation. The commonest issues, which lead to IVR being of real value for an inbound campaign, include: cost, speed of set-up, the need for anti-social hour cover, for example 24/7, the need to handle call surges prompted by TV or radio advertising, caller confidentiality and if the promotion or service needs to be self-funding or profitable. The chapter illustrates the case studies. IVR Case Study: The Disaster Emergency Committee (DEC) Goma Appeal. This automated system works round the clock, even after the live operators have shut down for the night. It provides 24/7 coverage, and handles the massive call surges prompted by the powerfully persuasive appeals.
