Here at Plum, we’ve had the opportunity to develop every type of IVR application possible based on our client’s needs and request. From systems that cover banking and sales transactions to those that enable surveying and polling, Plum has worked with myriad companies to achieve their communication goals.

One of the most popular uses for IVR technology? CRM (customer response management) applications that enable companies to solicit input and feedback from their contacts and customers. The technology behind CRM is meant to create organization, automation and synchronization of business processes.

The technology is designed with the end user in mind, and is deployed as a way to gauge brand perception within a company’s current and potential customer base. CRM data collection allows companies to improve and streamline everything from their business model to internal technology practices.

For any company, regardless of industry, a customer’s opinion is invaluable. It can both highlight what a company is doing wrong and where they are excelling. In short, it is critical to business performance that there be technology in place that enables accurate collection and processing of customer data.

This is a larger challenge for some companies than others, depending on the size of the company and the scope of their consumer and potential-client base. It is crucial to accurately record all customer inputs received, but equally important to note the challenges accompanying this task. This is where technology plays a fundamental role.

Asking customer service and sales reps to not only remember, but to also accurately report on input they have received is problematic and can lead to omitted details, multiple contributions from the same customer or company and confusion over organizational processes.

Deploying an automated system (or an IVR for CRM) makes the data collection process markedly more accurate. IVR applications interface with company’s back-end systems, enabling immediate access to company data and systems. This minimizes the risk of inaccurate or duplicate data collection, since the application is working in tandem with the company’s internal system.

IVR applications also have the potential to illicit a more honest, accurate response. Customers may be hesitant to answer directly when speaking with a representative, and the representative may relay information incorrectly. Technology minimizes these risks, and greatly benefits the company by giving them the most accurate and error-free consumer perspective possible.