Women's Retailer Rings Up New Voice-Enabled Solution for Customer Gift Cards

Using Intervoice Inc. and Microsoft Speech Server 2004, Talbots created a new voice-enabled gift card balance application.  In the past Talbots gift certificates were printed on paper and any balance required a new smaller denomination certificate to be created.  New plastic gift cards have a changing balance as the card is used, which creates a need to provide the current balance to a customer whenever required. 

"Internally, we didn't have the control we really wanted in our applications," said Wes Wilson, application architect for Talbots. "Third-party development times could take as much as six months. This meant that it was very difficult to support the special needs of quarterly marketing efforts, for example. We needed to find a way to significantly shorten development cycles."

"With Microsoft Speech Server 2004 and its development tools, we anticipate first year savings to be as much as 50 percent compared to our previous options." Wes Wilson application architect, Talbots

Another factor that influenced how Talbots might go about addressing its credit-service-related issues was how to best leverage its existing infrastructure. Over the past year, Talbots invested in a Microsoft® .NET solution running in a mixed environment (for example, Microsoft Windows® Server 2003 operating system, and Visual Basic® .NET and Visual Studio® .NET development systems backed by a DB2 IBM mainframe).

Tapping the IVR expertise of its Intervoice partner and the power of Microsoft Speech Server 2004, Talbots proof-of-concept project was to tackle gift card balance inquiries by creating a new voice-enabled gift card balance application. Gift cards would be available in the store, catalog or on the company's Web site. An 800 number would provide balance updates without live operator assistance. Users would be prompted in English or French.

"We have tested the IVR gift card application regionally and are just rolling it out to the entire chain of U.S. stores," Wilson said. "We'll accelerate adding additional features as we gain operational experience."

"This first step in voice-enabled credit services solutions is strategic for us.  It provides our customers with better experience by rapidly getting them the information they need, any time they need it." Margaret McCabe managing director of customer service, Talbots.

In the future, Talbots will consider adding features such as Talbots Charge Card information and details about its Classic Awards program for charge customers.
"With Microsoft Speech Server 2004 and its development tools, we anticipate first year savings to be as much as 50 percent compared to our previous options," Wilson said.

Wilson's savings projections are based on moving three current applications from existing platforms to an in-house managed platform using Microsoft Speech Server 2004. Anticipated savings are linked to costs that include software development, line provisioning and software licensing fees, plus de-provisioning existing phone lines and backup connections with a third party.

Another example of lower development costs is the ability Talbots now has to make application changes without having to hire outside resources.

Wilson continued: "We had no IVR development experience prior to using the Microsoft Speech Server 2004 development kit as we started to jointly develop the solution with Intervoice. But, because we were already familiar with Visual Studio .NET, the learning curve was short. It also meant we could use up to 40 percent of our existing application code when building the new application."

Overall customer satisfaction levels are expected to be further enhanced because of faster service and 24/7 access. Customized service was the ultimate goal Talbots had for its new Microsoft Speech Server 2004-based solution.

"This first step in voice-enabled credit services solutions is strategic for us," said Margaret McCabe, managing director of customer service for Talbots.  "It provides our customers with better experience by rapidly getting them the information they need, any time they need it."

It's also about offering the customer more options.

"There are a number of service needs that are very straightforward, such as transaction history and remaining balance, and others that require a more personalized or in-depth response," McCabe said. "We like giving our customer the option of receiving a voice-enabled or live response that best suits her needs."