Simplifying customer interactions while delivering the desired
outcome is the holy grail of customer service and one which most large
organizations are struggling to achieve.
So then why is customer
service and support so difficult? Why are we forever complicating the
customer experience? Probably because all the great technology
investments that we’ve been implementing for years weren’t designed with
business process and human workflow in mind.
Integrating new systems into large organizations is challenging and expensive which are often barriers to progress.
Simple customer transactions bring instant gratification. Customers
don’t want to spend 10 to 20 minutes renewing/updating an insurance
policy or changing details on a bank account or mobile phone contract
when it is technically possible to complete those tasks in a fraction of
Re-authentication and passing between departments and
systems is a real time killer. Customers paying a premium while
receiving great service are more likely to be loyal than customers at
the other end of the scale.
Complicated processes and barriers to
completing transactions won’t be tolerated just because a product or
service is cheap. Customers and technology have evolved in equal terms
and having a strategy that services customers efficiently across
multiple channels is critical to building and maintaining brand loyalty.
What do the numbers say? Data from the CEB (Corporate Executive Board) shows:
- 57% of customers report having to re-explain or over-explain an issue
- 56% of customers report having to switch from web to phone
- 59% of customers report being transferred
- 59% of customers report expending moderate to high effort to resolve an issue
- 62% of customers report having to repeatedly contact the company to resolve an issue
Automation brings ‘consistency of experience’ to an organization as
robots outperform their human counterparts where repetitive tasks are
Digital workers or software robots, however, cannot
provide the complete solution to customer experience and the human
workforce must step in when required to complete more nuanced tasks.
Despite progress in Natural Language Processing, humans remain leaders
at understanding subtext and tone.
TrustPortal and Blue Prism
together offer a unified approach to automation by enabling automated
process engagement with a user through the dynamic presentation of forms
and data in a web browser, portal or mobile app.
This is where
things start to get really exciting for organizations and their
customers. World class customer communications require human skills.
Humans excel at emotional intelligence, reasoning, listening and the
power of persuasion which are not only key to resolving problems but
also to selling products and services.
Arriving at a consistent
experience for customers is aided using chatbots and AI. Chatbots can
handle the initial interaction while AI can assess the best route to
resolving a query. Software robots work in parallel with humans,
increasing the speed of engagement and reducing process times. Robots
provide complete compliance without error, omission or deviation.
to RPA, we are entering a new era of harmonization and confluence where
digital and human workforces are beginning to blend together. RPA has
traditionally taken the robot out of the human but TrustPortal now
extends that robotic capability to the human, leading to a wealth of
possibilities in improving the customer experience.