IVR telephony is, of course, already commonplace in high call traffic organisations, through touch-tone IVR - in providing travel information or cinema listings, for instance - or voice IVR, which is typically used to manage payment transactions.

Its adoption has become more widespread across numerous public-facing applications and customer acceptance is high. The ability to respond through fast deployment of automated call handling systems and procedures often proves to be the determining factor in ensuring the protection of reputations, brands and even business operations from the force of public disapproval. Crises, however, where IVR could provide critical support, tend not to announce themselves well in advance and, by their nature, are often combined with high-running tensions.

The implementation of ‘unplanned’ IVR to proactively respond to and filter every incoming call at times of unexpectedly large volumes in traffic immediately introduces a level of scalability far beyond the typical capacity a contact centre is designed to manage. Most importantly, effective call routing and voice automation gives the decision makers within the organisation breathing space to implement other continuity measures. How IVR implementation can neutralise caller distress The application of IVR in a sudden, volume call-in scenario is invaluable. In any emotive situation, response is the first priority for defusing a crisis, providing instant information to callers seeking specific details or - for more complex queries - advice on when their call will be responded to by a call centre operative. Such an approach goes a lot further in terms of goodwill than a continuously engaged tone. After all, when time is of the essence, callers will not accept anything less. Literally millions of people were unable to access the information they needed as websites crashed and call centres creaked under the strain (situations like 7/7 US and 10/8 Heathrow terror attacks, national helpline jammed). For callers around disaster events, information is the key to neutralising distress and, where large volumes are involved, enabling automated routing and response is essential.

The fast introduction of IVR to filter large volumes of calls - many of which were then resolved through automated messages - not only delivered the information public callers required, but also helped to free up call centre representatives to deal with ongoing real-time emergencies. IVR is business critical, not just crisis critical The telephony handling of sudden unforeseen events that trigger mass public communication - where the public either demand or provide information - can be the turning point for whether a crisis is considered to be well-managed. And used in the correct manner, IVR can help manage a crisis very well indeed as a tool for handling repetitive, high-volume complaints and requests that are pivotal to crisis resolution.

IVR also delivers significant business benefits by enabling skilled call centre staff to focus on individual service to valued customers and selective provision of a human interface for high-value calls. Speech and voice recognition technology has advanced considerably. The latest voice technology can now incorporate unstructured speech, greater personalisation and multi-channel integration within an efficient and effective automated voice response environment. Rather than decreasing the customer service experience, IVR can actually enhance it during a crisis and beyond. And finally, the old perception of speech recognition as a software programme returning below-average intelligence through random recorded messages is exactly that: old.