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Published: September 17, 2018 – Author: Sheila Marsh

Compliance. Speed. Quality. Cost reduction. These are compelling factors today’s businesses seek to drive results, change, and improve the customer experience.

Automation has made this transformative change possible.

However, simply automating processes isn’t enough anymore. Many organizations are finding that automation must be implemented with the total experience in mind. For example:

Compliance. If you automate only with compliance in mind, will the changes to your policies frustrate your customers and turn them away?

Speed and Quality. If you automate for speed and quality, will enhanced speed and enhanced quality improve your customers’ experience?

Cost Reduction. If you automate for cost reduction, will the savings from automation keep up with possible customer churn?

When you focus on the total experience, you can identify automations that enhance your customers’ experience and improve your bottom line.

The Customer Experience is the next competitive battleground. 

It’s where business is going to be won or lost.

In a report produced by Forrester in 2016 (Customer Experience Drives Revenue), CX leaders grew revenue 14% faster than CX laggards.


How Can I Automate for Experience?

Successful Intelligent Process Automation (IPA) is about humanizing the experience – not about the robot.

Your customers do want everything faster, easier, and cheaper.

Your customers also expect a personalized, seamless experience.

If you’re considering automation, there are five questions to answer to better ensure the personalized, seamless customer experience:

1. How will automation impact my employees?

The voice of the customer should be factored into all business decisions.

The voice of the employee is equally important when considering what, how, and when to automate.

Your employees know the processes that frustrate your customers. Involving your employees in the automation process ensures a sense of ownership and empowerment to your employees which will be reflected in adoption rates and business results.

The results of limited-or-no change management:

– Low employee moral

– Increased turnover

– Decreased customer satisfaction

2. How will this make my customers’ lives easier?

The ease of doing business is one of the leading indicators of customer loyalty.

When focusing on the ROI of an automation, evaluate customer impact. Is the impact on the customer positive? If not, is the cost savings worth customer churn?

3. Can I personalize this experience?

According to a recent report by Walker Information, the customers you have now and your future customers will demand personalization.

Yes, you can personalize the interaction with automation.

It’s not always about the bots. When companies take an outside – in approach, they are better able to understand and empathize with their customers, delivering a more personalized experience.

4. What frustrates my customers, causes anxiety or is just silly?

Talk to your employees.

Your employees will tell you what processes frustrate your customers, cause unneeded anxiety, or are just plain silly. All organizations have them. Customer Journey Mapping is an excellent method that can be used to bring these opportunities for improvement to light.

5. Customers will bring their consumer expectations to the B2B space. Will you be ready?

Think about yourself as a customer.

You expect the companies you do business with to respond and even anticipate your needs. Your customers do, too.

As your customers’ expectations continue to increase, they will value your company’s ability to provide real-time response and proactively respond to their future needs.