Ernst & Young conducted an in-depth study on the customer experience (CX) with intelligent automation systems and services in play. It is estimated that millennials spent in excess of $200 billion in 2018, and 89% of them use smartphones and tablets for e-commerce, social media, and online connectivity. With an estimated 2 million apps at the Google Play Store and the App Store, and most smartphone owners using 3 apps regularly, app fatigue is a real phenomenon.
Email is almost 5 times less pervasive than text messages, and 90% of text messages are read within 180 seconds. These incredible statistics point to a growing need for companies to develop systems and practices with greater customer interaction.
Some of the most popular systems and services taking root include natural language interfaces in the service industry. The B2C user experience is being integrated with greater personalization and user satisfaction in mind. Our instant gratification culture dictates that customers expect resolution, satisfaction, and feedback immediately.
Unfortunately, much of the customer experience is riddled with delays, annoyances, and complexity in the form of waiting times, automated messaging systems, and lengthy email responders. The new generation expects business interactions with customers to operate in a different way.
This takes the form of conversational commerce, where interactions take place within seconds. Of course, the CX is not all about the technologies, since customers are loath to deal with organizational structures. What is being demanded is a complete ecosystem of high-tech systems a.k.a. enterprise process automation to drive digital transformation.
What are Businesses Doing to Get Ahead with their Customers?
Enterprise process automation is an all-encompassing initiative which requires case management, workflow, decision-making processes, and robotics to be in sync with one another. Effective solutions now pepper the market, such as the Kryon automated process discovery solution to generate automation workflows, define the most suitable candidates for automation and evaluate the cost-benefits involved.
Businesses derive value from their intelligent automation systems when efficient workflows result, workforces are more productive and interactive, there is greater control and risk management at play, and a much-improved customer experience results. The array of automation and cognitive capabilities that are now available are having a dramatic effect on the customer experience.
More importantly, these new technologies have reduced costs and improved efficiency. Companies are operating in highly competitive environments where managed data is sacrosanct. Companies want to know what their customers are buying, why they are buying these products, when they are buying them, how they are buying them, and how to sell them to them again. Analyzing these data streams is an unenviable challenge. Digital transformation is designed to increase operational efficiency and reduce costs. But buyers also want to feel impressed throughout their interactions with the company.
Proactive efforts to boost the customer experience are all the rage. There are several ways that intelligent automation is helping to drive these changes, notably:
- Predictive maintenance to prevent breakdowns with things like smart sensors, alerts, and alarms
- Intelligent automation in product life-cycle development and manufacturing
- Identifying problems and detecting anomalies
- Repairing errors
- DIY assistance for customers via intelligent automation by creating engaging ways of improving customer satisfaction
It must be remembered that intelligent automation follows a split track which yields dual benefits. The first is improving productivity. The second is reducing costs. Artificial intelligence (AI) technology is fused with cognitive processes and transactional processes to create systems capable of executing business goals and completing business tasks. When all is done right, the result is enhanced customer satisfaction. Automated transactions result in customer interactions with cognitive agents and systems. Thank you emails, virtual assists, and follow-ups are standard. This is all possible with intelligent automation functions.
Further, employees derive plenty of benefits from automation, by removing the monotony from workplace activities a.k.a. repetitive tasks such as invoicing, billing, filing and sourcing data et cetera. By allowing those employees to focus on high-value tasks and activities, companies get more benefit from them and employees are in better spirits.
AI technology automates low-level activities. The creative, empathetic, and logical abilities of human beings can then be put to better use in the company. Intelligent automation analyzes mounds of data to improve the current automation systems. A classic example of intelligent automation in action is a system of emails to customers showing them about specific deals and time-limited offers.
Ultimately, the intelligent automation systems must dovetail with the needs of the company’s customers and optimize business objectives while simultaneously satisfying customer requirements. A smoother and more pleasant customer experience is the desired outcome, along with increased revenue growth.