The main tool of telemarketing, the IVR (Interactive Voice Response), began to be used in customer service as early as the 1980s and has been evolving over time, especially with the advent of synthetic voice and artificial intelligence. Utilized in brand management by companies in various sectors, this crucial aspect of Sound Branding is the focus of our post today.

The IVR represents the first point of contact between the company and potential or existing customers when they choose phone-based support. Undoubtedly, it is a medium that expedites problem resolution. At the same time, it can be a source of endless complaints, leading to conflicts. In such cases, the brand’s image often comes out tarnished.

Therefore, it is essential to carefully select the voice that will guide interactions with the public and to construct the aesthetic and conceptual path so that this relationship is as positive as possible. But how can this be achieved? Let us explain.

Creating an Efficient, Human, and Brand-Aligned IVR

Here at Zanna Sound, the first Sound Branding agency in Latin America, dedicated to creating recognition and emotional connections between people and brands, the creation of an IVR follows the same principles as our approach to branding: understanding what the brand or company wants to convey, how it is perceived, and the desired or necessary communication style. We then conduct a study that provides us with elements to create based on the brand’s DNA, combining humanity and efficiency.

This is exactly what we did for Supergasbras, one of the leading and most established brands in the distributed gas segment, with a presence and audience spread throughout Brazil. Seeking to enhance, update, connect, and expedite customer service through the IVR, the company approached us to modernize the customer experience and make the flow more human and dynamic.

The project started this year, 2023, with a significant investment by Supergasbras in customer service technology. The goal was to increase customer conversion through the IVR channel and humanize customer service to make clients feel more at ease with electronic assistance.

“We were averse to ‘robotic’ customer service. We didn’t want that model. Instead, we wanted a voice that would represent our brand, understanding that we communicate with people from all over Brazil who may be experiencing dissatisfaction or urgency,” explains Renata Perez Sipaúba, Customer Service Manager at Supergasbras.

With this in mind, the creation of Supergasbras’ IVR aimed to provide reassurance, convey security, efficiency, proximity, and empathy to the customer. To achieve this, we carefully selected not only the brand’s voice timbre but also the verbal tone (speaking style) and the soundtrack that punctuates certain moments of the experience.

The informal manner of the new IVR script, using phrases such as “Get a pen to take notes“, “Hi, how are you? I’m glad you called us” or “It’s a pleasure to have you here” improved communication with the public and garnered positive feedback. This perception came from customers, the telemarketing team, and other areas of the company, who praised the objectivity, lightness, and warmth of the new IVR.

Within four months of implementing the new IVR project, Supergasbras increased customer conversion by almost 2 percentage points and improved customer identification with the brand by 9%. This trend is only expected to rise! “The customer service feels more natural and closer to reality. The project was very successful, and we will continue to reap the rewards for a long time,” comments Nathalia Silva, Brand and Communications Coordinator.