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CX Automation: How to use it for better CX
23 April 2021
Automation is becoming increasingly prevalent across all industry sectors, from self-serve checkouts at your local supermarket to the invention of self-driving cars. In most businesses workplace automation is somewhat more subtle, with automated software applications now commonplace.
Automation frees up workers from having to complete mundane and repetitive tasks, or tasks that involve vast amounts of data. In the customer contact space automation is now being used to enable customers to self-serve information requests or admin tasks, making it quicker for the customer and cheaper for the organisation.
However, too often CX automation doesn’t work because it doesn’t work for the customer. Intelligent automation isn’t ‘intelligent’ if it doesn’t successfully engage with the people who need to engage with it. Companies can automate lots of processes but it’s important to consider the customer first and foremost; for example: how easy is it to use? How accessible is it?
Automation can (and should!) be used to improve customer experience, but how? And, importantly, how does it affect the customer?
What is customer experience automation?
CX automation is any technology that helps customers with simple or common tasks to improve customer interactions. Streamlining CX touchpoints, like telephony, social media or email, will help you to reduce operational costs, increase self-serve and improve customer experience overall.
Why do it?
- It’s no longer enough to offer a great product, customers want a great experience; CX automation allows you to deliver this, by offering personal connections and saving the customer their most valued asset: time.
- You can ensure your brand communications are standardized and streamlined, ensuring your customers get a consistently positive experience, increasing brand loyalty.
- Learn about the successes of customer interactions and act on them to improve outcomes. Real-time dashboard reporting can support in-the-moment decision making.
- Save money on your CX processes with increased operational efficiency and reduced call handling times, with significant savings compared with traditional technologies.
Some practical scenarios: How to apply automation to CX processes
1. Streamline CX with chatbots
Use chatbots to provide customers with instant answers to their questions. For example, a chatbot could sync up with the shipping provider’s system to offer real-time delivery updates. They can also direct customers to the most appropriate agent, meaning less time spent on the phone. This automation directly serves the customer who wants to talk to a real person in real-time.
2. Increase customer engagement with personalisation
Connecting the dots across data and touch points will allow you to successfully implement personal customer experiences. Analyse collected data to target customers, such as an email reminder with the items left in their shopping cart, as well as delivering highly personalised emails and website content
3. Use real-time updates to improve the purchasing experience
Automated, real-time inventory management will mean that your customers are able to order the products they want, without the frustration of the ‘out of stock’ message. You can also keep customers happy by forecasting customer trends.
As always, our goal is to improve the customer experience and ensure you improve customer retention and brand loyalty. Automation and customer service clearly go hand-in-hand, but we also know it’s important to consider where automation should end, and human interaction should take over.
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Customer Touch Point is taking part in the techUK round table on Intelligent Automation in central government. techUK members can register now.
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