Verascape

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In the late fall of 2005, AmeriMark Direct implemented an interactive voice response (IVR) system to reduce the number of routine service inquiries that reached its customer service reps (CSRs). With just 37 percent of its incoming orders coming in via telephone, AmeriMark’s CSRs weren’t having any difficulty meeting customers’ needs. However, about two years ago, former Experian Chairman Tom Newkirk, an acquaintance of AmeriMark President Gary Giesler, recommended that AmeriMark check out Verascape’s IVR solution as a way to enhance the customer experience. After spending a year considering how the service could help AmeriMark, Giesler and his team decided to test the product.