Accelerating Revenue With Digital Transformation

June 19, 201912min

The future is upon us, with companies digitalising their contact centres with disruptive technologies, such as Artificial Intelligence (AI) and Robotic Processing Automation (RPA), that are improving the Customer Experience beyond recognition.

In the age of Brexit and political and economic uncertainty, more companies are tasked with the hard remit to cut costs and improve services at the same time. Mission Impossible? Surprisingly, it’s not!

By using AI and RPA solutions in your contact centre you can reduce the cost to serve by as much as 95 percent compared to other communication methods such as telephone call, email, or live web chat – and at the same time improve the experience for both agents and customers.

The aim is to make the customers’ journey seamless at every touch point helping you improve customer experience and reduce cost to serve. In turn this helps to reduce customer churn (retain existing customers) and increases their willingness to buy again from you and buy more.   As we know consumers are more vocal than ever before, especially within the social sphere and review sites.  Great customer experience increases advocacy, helping you to attract new ones – becoming your best marketing channel.

By removing wasted effort and the repetitive and mundane, your people will have the time to not only do their job more efficiently but importantly support the shift towards an innovation and value driven culture. This in turn presents new opportunities to transform, differentiate and develop new target operating models, helping to drive accelerated revenue growth.

The future is now

Customers expect to be able contact you 24/7, using whatever communications method they choose whether that’s text, phone, email, video call, or web chat. More than 60 percent of customers interact through multiple channels and they expect a consistent service (Deloitte research). We often see IT managers responding to a CEO requesting a webchat solution and then rushing into buying an off the shelf product that it is not suited to their needs and not part of an overall strategy. We must emphasise that it is vital from the start to set objectives and have a strategy in place before you embark on any AI or RPA project.

A digital transformation strategy does not need to be a huge and overwhelming project with endless budgets and deadlines. By working with a Solutions Provider, you’ll be able to deconstruct it into manageable projects which will aid you in getting approval and devising a strategy.

Mapping out the customer’s journey

It is crucial to know which business goals you want an AI and RPA project to achieve. If your objective is to improve tCX with a view to increasing sales and revenue then it is advisable to study the existing journey that your customers take and question what works and what doesn’t.

With the guidance from a Solution Provider you can then look at how it should be improved by asking agents and customers how they want to communicate and what improvements they think would benefit them. By involving all stakeholders, you are not only helping with the buy-in for the new technology but also enabling them to envision how they will collaborate with the AI and RPA solution. It is crucial that companies understand how humans can augment technology and how technology can enhance the roles of humans. This is an imperative step in the process of redesigning business processes to support your objectives.

Integration is everything

A Solutions Provider will ensure that AI and RPA is integrated into the front and back office so you can utilise what you have and maximise your new solution.

A survey from Forrester revealed that 64 percent of respondents commented that a lack of single view of information was one of their biggest challenges in CRM. Often companies deploy an ad hoc AI solution that doesn’t integrate with their existing technology and the contact centre agents then have multiple screens at a time to view all of the communications. We have more technology and communications methods available to us than ever before but if we do not plan how and where to use them, then it can be counterproductive.

The aim is to create a single view of all communications and essentially to have one ‘smart in box’ so the agents can view everything on one screen. All interactions are integrated over an orchestration layer connecting the front and back office together. Then you can truly revolutionise your contact centre, CX, and your business processes.

Segmenting and prioritising customers

Customers want easy to use communications, they don’t want to be left on hold, stuck in a queue, and transferred from one department to another. They expect to move seamlessly between communication channels and not to be asked who they are and what the purpose of their call is again and again.

With AI and RPA, you can segment customers on value and expectations, for example you can prioritise high value customers so they can jump the queue to talk to an agent or provide a call back option when is convenient with them. As the customers are high value you may want to provide them with real time communications, such as a phone or video call, offering a more personalised service.

Agents can also see on their screen that they are your top tier customers and have visibility of their details and history so they can personalise the service and making them feel valued.

Data used to segment customers can be managed, used to upsell and utilised for sales and marketing. The key is that people are required to analyse the data  to encourage departments to knock down the silos and share what they are working on.

Re-thinking business processes

The beauty of AI and RPA is that it forces companies to re-think business processes and how technology can be utilised to increase revenues and return on investment. Particularly around one of the biggest investments in your business – human capital. You can realign agents to focus on high value customers or queries that require more empathy and detail whilst offloading the daily mundane administrative duties to a Conversational AI. Enabling you to save cost and reinvest in training your agents to be more specialised to get more return from your investment.

Workforce optimisation

These disruptive technologies provide endless possibilities; redesigning CX and business processes.

Conversational AI solutions can learn content from your website and their customer conversations, so they can pre-empt needs. Relieve your agents and set up a self-serve option where customers can access answers to basic questions on your website. If the enquiry becomes too complex, then the digital agent hands the query over to a human agent.

Employees fears of being replaced

Digital transformation creates an intelligent blended workforce of humans and technology.

Employees must be reassured that with they will not be replaced with an AI and RPA solution, in fact it will complement them. Digital transformation is an opportunity for them to upgrade their skills and specialist areas. They will be able to focus on more valuable interactions as the AI solution frees them from mundane tasks. They will receive more job satisfaction from the new intelligent blended workforce. When rolling out AI and RPA, it’s crucial to ensure your culture is right first, otherwise your employees will reject it. Work on an open culture that empowers employees to share their opinions, digital transformation is a never ending process of continual improvement.

Mindset of a start-up

Digital transformation brings new everything – new technology, new ways of working, new business processes. Companies need to embrace the new culture and change existing ways of thinking, and adopt the same mindset of a start-up. By working with a Solution Provider they will reduce the risk through piloting any technology finding our what works and what doesn’t. They will also hold ‘discovery workshops’ to work closely with all of your teams conducting in-depth discussions on what technology they would like in place.

So, rather than ‘mission impossible’, it is very much ‘mission possible’; especially when you select the right partner.


Jonathan Sharp

Jonathan Sharp

Jonathan Sharp is Director of Britannic Technologies.




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