How does Automation Help in Attaining Better CX for Brands?
Understanding why CX Automation is an integral part of Brand Business Today
If you are a tech enthusiast, digital transformation is not mere hype. It is actually a necessity for brands looking to stay competitive and relevant in the market. And the real differentiator in this race is customer experience (CX). Customers have the power to influence marketers to advertise products and services as per their preferences. Automation is one of the technologies that has drastically shaped the way people interact with various industries. Hence, companies are increasingly investing and deploying automation tools to achieve success in this mission. Gone are the times when brand success was defined by clever advertising, and loyalty was gained by offering a great product. We live in an age where all information about a specific product is just a click away. Before making any purchasing decision, customers can sift through peer reviews, check what their favorite influencer celebrity or BFF has to say about a brand too. Customers can now differentiate if a brand is genuinely customer-driven, customer-focused, or customer-obsessed or just using these clichés to attract the audience.
What is CX and CX Automation?
CX is the entirety of customers’ engagements with exposure to a brand and how that affects their perception of the same brand. In other words, it is the touch-points that customers use to communicate with a brand. And CX automation is an umbrella term that incorporates all of the ways that commercially trained Artificial Intelligence (AI) is adopted to provide high-quality service, support, and guidance to a brand’s customers as they interact with it across the channels of their choice. It can be implemented during any stage of the customer journey to increase engagement, boost retention, and improve overall customer experience through faster response times, value-added services, and much more.
Some of the common examples of automation in CX are Customer-telephony integration (CTI), Artificial Intelligence-powered chatbots, self-checkout options, etc. Through CTI, businesses and call centers automate the routing of phone calls to the concerned department. Companies use Chatbots to engage with customers or sales leads. Irrespective of the medium used, it is essential to plan the automation processes meticulously. For instance, in case of a food delivery company’s customer complaint Human representative should not ask details about food order no., or related queries if the chatbot already asks those. So, brand managers must ensure that CX automation is personalized and minimizes redundancy.
How Automation helps?
Before going further into this discussion, it is important to note that automation is neither a blanket solution nor a one-time set and forget solution. It is more like a test and trial function, where brands get to learn about customer behavior and response through a series of channels, activities, and parameters that may change with time and market demand. It identifies repeatable tasks across the customer engagement cycle that brand managers nor can their team manage by themselves. Through platforms like Customer Communications Management (CCM), automation can help in increasing the volume of interactions while simultaneously removing frictions and improving the service experience for customers. Besides, it can also do rote tasks at a faster speed without typical errors from manual inputs.
Other than the aforementioned things, automation can also deliver a consistent brand experience that meets customer expectations and builds trust without direct interaction with the customers. These activities encompass optimization, standardization, and streamlining processes such as marketing, order processing, shipment, and post-sales. It also eases monitoring of business processes and data collection that can help to fine-tune workflows, offer highly personalized website content and product recommendations to build loyalty, increase purchases, which further improve CX. Companies sometimes pair automation with Artificial Intelligence to analyze customer data and identify how best to reach out and minimize the waiting time. This merging of the two technologies also helps to make a data-driven decision based on real-time updates and reporting.
While CX automation is needed, brands need to figure out where automation is required and when human interactions should take over. Although it has enabled companies of all sizes and industries to venture into possibilities of augmenting CX, drive the business forward; there is no one-size-fits-all approach. So it is vital to have a strategy to deliver CX based solutions in intuitive, fluid, useful interactions.