Reinvent phone use to be AI-first

For years, the telephone was the undisputed king of customer service: direct, personal, and reassuring. Yet, with the advent of digital technology, many experts predicted its decline in favor of chat, apps, and self-service portals. But the reality revealed by the latest figures paints a different picture: despite investments in digital channels, 36% of customers still prefer the telephone for interacting with companies (source: Gartner 2025). What has changed, however, is what happens when the customer calls.

The paradox of the telephone: much used, ineffective

According to Gartner data:

• Fifty-four percent of customers begin their service journey via telephone;
• Only 14 percent try to solve the problem with an IVR system;
• Three percent actually manage to do it.

A huge opportunity, then, to reinvent the voice channel and turn it into a strategic accelerator of self-service.

Intelligent IVR: the new heart of digital self-service

The traditional IVR is now outdated. Today, thanks to artificial intelligence, the voice channel can listen, understand and guide the customer in an active, personalized and predictive way.

It is no longer about "pressing 1 or 2," but about natural conversations in which:

• the actual intent of the user is recognized;
• the fastest and most convenient channel to solve the problem is proposed (e.g., web link via SMS or direct access via app);
• context is maintained, avoiding repetition.

For example, a customer calling to update master data may receive a link to do so independently on the portal, while still retaining the ability to speak with an operator without losing "priority in the queue."

Being an "AI-forward" provider requires continuous adaptation, both in product models and business strategies. Indeed, companies must be ready to evolve quickly to remain competitive in a rapidly changing market.

True omnichanneling: voice and digital together, a solution and not an alternative

One of the most interesting evolutions is the ability to use IVR, AI and digital channels simultaneously. The system can automatically recognize the customer (via CLI or customer ID) and propose the channel best suited to the customer's preferences.

What if the user is new? The system can take them through a guided registration process, with personalized and reassuring messages explaining the benefits and simplicity of the digital journey.

This flexibility makes the experience more fluid, respectful of the customer's time and habits. It also naturally promotes the transition from human channel to self-service, without forcing.

Chat: from support to strategic channel

When calls increase (peak hours, high seasonality, absences in the contact center), sending a proactive SMS with a link to a portal or text chatbot can dramatically reduce wait times and operational load.

Customers who accept SMS channel detour find a faster resolution, with less effort and with the ability to rejoin the queue on the operator if necessary.

A concrete example? During a spike in calls following invoice issuance, the system can offer via SMS a link to the portal to download it on its own, while keeping the position in the queue in case the customer still wants to talk to an operator.

Registration to digital channels: the proactive role of the IVR

Many customers do not use digital simply because they are not registered or do not know how to get started. That is why IVR and AI can take on a key role: promoting and facilitating enrollment in digital channels directly during the call.

The best strategies include:

• Offer guided registration while waiting for the operator;
• Verify data already present (e.g., phone number, account);
• Reassure them about the success and security of the digital channel by supporting it with real data.

In this way, the transition to digitization appears not as an obligation, but as a concrete opportunity to solve the problem quickly and easily.

A concrete example? During a spike in calls following invoice issuance, the system can offer via SMS a link to the portal to download it on its own, while keeping the position in the queue in case the customer still wants to talk to an operator.

Conclusion: a digital future, with a human voice

Companies that know how to integrate AI into the voice channel not only improve efficiency, reducing costs and management time, but also win the trust of customers.

Because today's customer is looking for answers but with a smooth, personalized experience and a sense of control.

And the telephone, thanks to AI, is back in the spotlight: no longer a barrier, but a bridge between human experience and digital potential. The future of care is yes digital, but it has a familiar voice guiding the way.

FAQ – Reinventing the phone with an AI First approach

1. Why is the telephone still central to customer service despite digital technology?
Despite investments in chat, apps, and self-service portals, 36% of customers still prefer the telephone, and over half start their customer service journey there. The problem is not the voice channel itself, but how it is managed: today, it represents a strategic entry point that can become a self-service accelerator when integrated with AI.

2. What is the main limitation of traditional IVRs?
Traditional IVRs are based on rigid menus ("press 1, press 2") and do not truly understand the customer's intent. Data shows that only a small percentage of users are able to resolve their issues via IVR. This leads to frustration, repetition, and increased operating costs.

3. How can AI transform IVR into a truly effective tool?
An intelligent AI-based IVR can understand natural language, recognize the real intent, and suggest the fastest channel to resolve the issue (for example, by sending a link via SMS or guiding the customer to the app). It also maintains context, preventing the customer from having to repeat the same information.

4. How can voice and digital work together without creating friction?
True omnichannel does not replace the phone with digital, but integrates them. The system can automatically recognize the customer and suggest the most suitable channel, allowing you to switch from voice to self-service (and vice versa) without losing priority in the queue or information already provided.

5. How can you reduce call peaks without compromising the customer experience?
During peak seasons or periods of overload, you can send proactive SMS messages with links to portals or chatbots to quickly resolve frequent requests (e.g., downloading an invoice). The customer gets a faster solution and still has the option to speak to an operator if necessary.

6. Why is adopting an AI First approach in the voice channel a strategic choice?
An AI First approach transforms the telephone from a cost center to a lever for efficiency and trust. By integrating AI, advanced IVR, and digital channels, companies reduce management time and costs, improve the experience, and gradually guide customers toward self-service, without forcing them but with greater control and personalization.