Barclays Bank were the first High Street Bank to build this strategy into their customer experience through a button in their app. They started advertising it in the summer of 2013.
It was only a matter of time before other banks and other IVR owners start to use this to reduce their costs. Now there are thousands of variations and a multi billion dollar industry delivering more and more ways to connect channels together
GCR can be up to 30 times faster than IVR as a customer experience and it is massively cheaper to operate. Given the cost and unpopularity of IVR this strategy focused on the answers to 3 questions tested against the most popular cost and customer experience measurement systems across all the impacted disciplines such as financial (ROI & ROCE) and Insight (Net Promoter & Customer Effort) etc. This approach has also led to Visual IVR from Jacada and other suppliers implementations which are one version of this approach.