Kelvin Brown | Executive Customer Operations | Telviva | mail me |
Simplifying customer interactions can lead to happier, more loyal customers. There is more choice than ever before, meaning customers are not forced to endure a customer experience (CX) that is characterised by clutter or unnecessary friction.
We’ve all experienced difficult customer experiences. Just recently, I opted to use WhatsApp to engage with a business but was channelled back and forth between channels to ultimately accept that I was number 200-odd in the voice queue. Ironically, that was the most positive outcome.
How, then, do businesses get it right?
It starts by balancing digital transformation with CX. Businesses are under pressure to implement digital channels and technologies such as artificial intelligence (AI). They’ve heard about the benefits and everyone is speaking about AI. The challenge, then, is ensuring that when new digital channels and technology such as AI are introduced, they improve efficiencies and don’t add to the problem.
The truth is that enabling a digital channel without properly designed backend processes can harm CX. If the channel that a business is setting up is not suited to the engagement it is trying to conclude, and the backend process has not been automated effectively or correctly, forcing customers to engage in complex, manual processes with agents, then that CX is going to suffer, ultimately resulting in an unhappy customer.
It is abundantly clear that delivering the technology is only one part of the equation. There needs to be a holistic approach with the following components in place: The right technology, a comprehensive customer journey mapping exercise, and the facilitation of the required automation. In other words you want your partner to deliver the channel and process, map your customer journey and ensure that automation makes for a fluid, seamless customer journey.
Delivering a good CX
A key component of getting it right is matching the right channels to interaction complexity. Simple transactions can be actioned using digital channels and a level of automation. On the other hand, more complex transactions should rely on human input and the use of traditional channels, such as voice and email.
A good rule of thumb is: When an engagement is complex, go with the agent, when it is transactional, you can automate it.
Delivering a good CX is not about making an investment and then forgetting about it. There needs to be ongoing quality assurance checks, and modern tools that enable real-time quality assurance can radically improve a customer journey.
Automated quality assurance is able to sample 100% of interactions as they happen, which is obviously far more effective than traditional quality assurance which relies on humans to sample a small percentage of engagements. This technology is giving rise to the new trend of real-time analysis, insights and intervention. This is where a business has the ability to transcribe a call in real time, to analyse it and pick up on the sentiment of the engagement – whether it is by voice or text.
If an interaction is not progressing the way it is expected to, an alert will enable a human to intervene in order to remedy the issue and save that customer at that exact point of frustration. But to get to this point, the basics need to be in place.
In conclusion
Simplifying customer engagements requires successful channel management, which goes beyond just implementing technology. It is important that a partner can deliver a full suite of technology, but it’s crucial that they are also adept at mapping customer journeys efficiently while knowing how to design backend processes and automate effectively.
The best partners can manage contact centres as a service to ensure the sustained health of a customer engagement ecosystem. Modern customers don’t stick around indefinitely – they demand a superior CX.
Related FAQs: Optimising CX with automation
Q: What is optimising CX with automation?
A: CX automation refers to the use of technology, such as AI and automation platforms, to streamline customer experience processes, improve customer service and enhance interactions with customers.
Q: How can automation optimise customer experience?
A: Automation can optimise customer experience by reducing response time, personalising interactions and helping to manage repetitive tasks, allowing customer service representatives to focus on more complex inquiries.
Q: What are the benefits of optimising CX with automation?
A: The benefits of customer experience automation include improved customer satisfaction, enhanced customer loyalty, streamlined workflows and the ability to analyse customer data for better insights into customer behaviour.
Q: Can AI and automation help in customer support?
A: Yes, AI and automation can significantly help in customer support by utilising chatbots to handle common customer inquiries and providing quick responses to improve overall customer satisfaction.
Q: What are some use cases for optimising CX with automation?
A: Use cases for CX automation include automating customer queries through chatbots, managing customer feedback responses and personalising marketing messages based on customer preferences and behaviour.
Q: How does customer experience through automation improve customer loyalty?
A: Customer experience through automation improves customer loyalty by providing faster and more accurate responses, personalising customer interactions and consistently meeting customer expectations, which leads to stronger customer relationships.
Q: What role do CX automation platforms play in enhancing customer service?
A: CX automation platforms play a crucial role in enhancing customer service by integrating various tools that automate repetitive tasks, analyse customer data and streamline communication channels between customers and customer service representatives.
Q: How can businesses use automation to improve their customer relationships?
A: Businesses can use automation to improve customer relationships by leveraging customer data to tailor interactions, automate follow-ups and provide timely support, which helps in understanding and meeting customer needs.
Q: What is robotic process automation (RPA) in the context of customer experience?
A: Robotic process automation (RPA) in the context of customer experience refers to the use of software robots to automate repetitive tasks that are typically performed by human agents, which increases efficiency and allows staff to focus on more strategic initiatives.
Q: How can companies analyse customer behaviour using automation?
A: Companies can analyse customer behaviour using automation by collecting and processing customer data through CRM systems, allowing them to identify trends, preferences and areas for improvement in their customer experience strategy.