IVR Analytics: 13 Key Metrics Your IVR Should Track

From the previous post, we know call center IVR systems as those automated tools that guide us through call menus and route calls; but we’ve also seen that they’ve come a long way from that. They’re like a treasure chest of information, collecting insights about what your customers want and how your business is running, helping you spot opportunities to learn and grow. 

While our last post explored what is an IVR system and how they improve customer service and efficiency, today we’ll dive into an aspect you might not have considered—how IVRs can function as a powerful business intelligence tool. 

Organizations that use IVR analytics data can make smarter staffing decisions, streamline workflows, or find areas in which to improve agent training. The question isn’t whether IVR can do more for your business—it’s how soon you’ll start unlocking its full potential using features that are currently available in Landis Contact Center.

Turning IVRs Into a Goldmine for Customer Experience Insights 

Improving anything starts with understanding it. And understanding what you want to improve in your CX starts with tracking the right call center metrics. Modern IVR systems can collect and organize data that provides valuable insights for businesses.

IVRs differ widely in their capabilities, but here are some of the metrics for which the most powerful IVR systems like Landis Contact Center IVR provide either direct reports or relevant data collection.

1. Customer Satisfaction Score (CSAT)

IVRs can automate post-call surveys which allow callers to rate their experience immediately after an interaction by using simple keypad ratings or voice-recorded feedback. This data can then be stored for analysis.

2. Net Promoter Score (NPS)

Another metric that can be tracked via a post-call survey is NPS. Using simple prompts like, “On a scale of 1 to 10, how likely are you to recommend our company?” IVRs can gather insights into customer loyalty and the likelihood of referrals. 

3. First Contact Resolution (FCR) Rate

IVRs can log whether customer queries are resolved during the first interaction, most easily by using post-call surveys mentioned earlier.

4. Customer Effort Score (CES)

By including ease-of-use questions in surveys, IVRs can measure how simple it was for customers to navigate the menu and resolve their issues. 

5. First Response Time (FRT)

IVRs can log the time between a caller’s attempted contact, or when they entered the IVR, and when they’re actually connected to the appropriate department or agent. 

6. Average Resolution Time (ART)

While FRT measures the time it takes for a caller to get connected with an agent, ART measures the length of time from being connected with an agent to fully resolving the issue. When IVRs are integrated with CRM systems, they contribute data to calculate the time it takes to resolve customer issues if they span across several days. 

7. Abandonment Rate

Abandonment rate is the percentage of callers who hang up before reaching an agent, possibly due to frustrating IVR navigation. IVRs record these drop-offs, which can help identify points of frustration in the call flow. 

8. Self-Service Success Rate

If your IVR allows external data dips which customers can use for self-service, it will be useful to know how successful they are. By tracking how many customers use the IVR system to resolve their issues without speaking to a live agent, businesses can evaluate the effectiveness of their self-service options. 

9. Callback Rate

For systems that offer callback options, IVRs can log how often this feature is used. With additional features like validating the caller’s phone number or collecting the reason for the callback, IVRs also give agents all the information they need when returning the call. 

10. Hold Time

IVRs can measure the time customers spend waiting on hold or navigating menus. 

11. Repeat Contact Rate 

Integrated IVRs can track repeat calls from the same customer, showing whether issues are being fully resolved on the first contact. 

12. Peak Ticket Times

IVRs can log call times, making it easy to identify when your organization experiences high call volumes, which can inform staffing decisions. 

13. Escalation Rate

When customers are routed to live agents, (as opposed to resolving the issue on their own) IVRs log these escalations, showing how often and possibly why customers need additional help. 

A New Dimension: Data Collection Sets 

One of the most powerful features of modern IVR systems is the use of data collection sets, which organize information – such as these metrics or other date – from caller interactions in an easy-to-access format. For example, an IVR can collect details such as an account number, client ID, or inquiry type and store this data for future reference or export. This capability allows organizations to: 

• Analyze Trends: Review collected data to identify patterns in customer needs. 
• Ask Better Survey Questions: Use IVRs to gather detailed feedback, providing structured data for analysis. 
• Enable Contextual Follow-Ups: Integrate IVR data with CRMs to enrich customer profiles and make future interactions more personalized. 

How to Use this Data 

The metrics tracked by IVRs are a window into your customer’s journey. By using IVRs for real-time tracking and post-call analysis, organizations can: 

• Identify bottlenecks in customer service processes. 
• Improve first-contact resolution rates. 
• Optimize staffing during peak periods. 
• Design customer journeys that reduce frustration and increase satisfaction. 

From automating simple tasks to supporting more advanced data collection and reporting, IVRs have become indispensable tools for businesses trying to improve customer service. IVRs can go beyond call routing to become a vital part of your business intelligence strategy. 

As you set up a new IVR or improve your existing one, you’ll inevitably have to fix problems along the way. The next post will aim to help you require as little fixing as possible. Coming up, we’ll look at “11 IVR Problems that Drive Customers Away (And How to Fix Them).”