Digital channels have become the expectation for customers, and brands that don’t deliver relevant experiences in those channels are getting left behind. Digitally native organisations are thriving in this new world, but most companies are not digitally native. Organisations are purchasing the next generation of multichannel platforms but are failing to understand that omni-technology won’t make for a truly effortless experience.
This calls for intelligent automation, the crux of activating true differentiation and customer journey management for brands operating in the digital space. Over the next few weeks we will be publishing a series of blogs on how a combination of automation through smart bots, assistive agent technologies and journey management, can accelerate growth and deliver the outcomes that matter to organisations, employees and customers.
Here are some ways that intelligently automated journey management can supercharge digital initiatives. We will discuss each in further detail in upcoming blogs.
1: Putting self-service at the forefront
Customers want resolutions, not process. Deploy comprehensive and sophisticated automation technology to enable self-service where it makes the most sense at points on the customer journey, providing immediate (and preferred) answers, removing effort and reducing cost to serve.
2: Moving from reactive to proactive
Once a customer contacts your brand for help or service, you have missed an opportunity to proactively anticipate their needs and take preventive steps to reduce friction in their experience and cost to the enterprise.
3: Adapting the employee experience for the digital age
Today’s customer service workforce is now a mix of remote and brick-and-mortar roles. They can leverage assisted-automation as digital coworkers to free them up to focus on a great experience on the phone or by email, chat or messaging. Augmenting your employees with intelligent automation capabilities gives them a co-pilot to let them work at their best.
4: Making operations frictionless
A huge challenge to creating a seamless experience for customers is the numerous systems and databases that most organisations need to work through to complete a customer’s journey. A journey orchestration layer is the foundation for ensuring that underlying complexity doesn’t hinder the customer and employee experience. It also can drive massive cost reduction by creating “one office” versus a split front and back office.
Robotics, AI, Omnichannel solutions are very tactical. They must be intelligently combined with workflow management systems and customer understanding to truly drive a differentiated and transformational experience. But today, those organisations that are not digitally native do have a path forward that is bite size and achievable. Stay tuned for more content.