How RPA and digital process automation can be used to improve CX

Lee Whittington, 1: 1 customer loyalty specialist at Pegasystems, explores how RPA and digital process automation can be used to improve the customer experience

Companies are increasingly using automation technology to improve customer loyalty.

RPA (Robotic Process Automation) and digital process automation are often used by CTOs as a remedy against legacy systems that still use repetitive tasks for many of their business processes.

So what’s the solution to getting better results for customers through automation? If in-house employees can determine operational efficiencies and cost savings, there are also ways for CIOs to apply these rules so that the customer can benefit directly from them.

Organizations need to be able to make personalized decisions in a split second in order to meet modern customer expectations. It doesn’t have to be complicated to keep customer interactions current, relevant, and convenient no matter what happens next. The right technology is available to automate and perfect operational excellence. First, CIOs and CTOs need to prepare their systems to make this possible.

Improve overall satisfaction with automation

The key to reducing the speed at which customer services are delivered without compromising effectiveness or quality is to focus on the series of steps that make up a service. For this purpose, companies should consolidate all steps in a process and look for gaps that can make the customer journey smooth.

When applied strategically to customer service processes, RPA bots can ensure that relevant information is always available, regardless of the channel on which the interaction took place. By automatically moving data from one source to another, RPA connects the entire journey, bridging the gaps between systems and data integration, and removing some of the barriers that prevent them from serving customers most effectively.

For example, RPA case management helps speed up processes and reduce manual workload for agents, e.g. B. copying and pasting information between systems, which can also reduce the risk of costly errors and speed up service. This allows agents to move faster with every interaction, resulting in faster, more accurate resolutions and shorter waiting times for everyone.

In addition, robotic process automation enables employees to take on the more valuable tasks that mean the extra mile for customers.

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Enable customer success across all channels

The digitally connected world is wider than it used to be, so companies must be prepared to meet customer expectations at every point of contact. Whether in web chat, on the company website, in Facebook Messenger, in the mobile app, on Twitter, in Apple Business Chat (iMessage), in WhatsApp or via SMS – the experience should be consistent.

Truly channelless interactions based on RPA and digital process automation go one step further and allow customers to move freely from one point of contact to another with the context of their interactions completely intact. By automatically moving and updating information across channels, organizations always get the full customer story, not just the fragmented data gathered from isolated phone, email, and app interactions. This way, customers will get the best result no matter which method they choose to contact your company.

With this level of automation, employees can even handle multiple interactions on a single user interface. By automatically connecting each channel and having all the information available right in front of them, agents can dramatically reduce the time to resolution and the cost of servicing each customer.

Enhance the customer experience with AI

However, simply automating repetitive tasks like finding and sorting customer information may only be a short-term solution for adhesive plasters. By implementing intelligent automation technologies such as RPA and digital process automation along with artificial intelligence (AI) models, organizations can create an always-on system that engages customers quickly and consistently across all channels and devices.

Smart automation goes well beyond the use of robotics and uses an AI core to enable personalization on a large scale and in real time.

AI ties all the vital information about customer preferences, historical behavior, recent interactions, mood, and even intent in one place and then decides what to do next. AI-enabled bots can automatically open any email, SMS, or chat conversation and use natural language processing (NLP) to decipher customer needs and the urgency of the request from every interaction. That way, requests are immediately routed to the right place and decided what to do next for the best result.

Intelligent automation can not only enable a proactive service that always takes the next best action for the respective customer, but automated bots can also send an appropriately tailored response to the most convenient channel without human intervention.

Where robotics has previously shown that streamlined processes lead to faster and more effective results, companies should use them to improve the customer experience on a large scale. If the customer responds immediately, brands that get it right can reap the rewards. Those who don’t may find their customers elsewhere.

Companies that have a high degree of adaptability through agile platforms achieve the greatest success in these phases of change. In addition, companies don’t have to put up with poor technology and inadequate processes. RPA and digital process automation technologies can take the pressure off the customer service rep and achieve superior results in a fraction of the time.

Written by Lee Whittington, 1: 1 customer loyalty specialist at Pegasystems

April 14, 2021