Last update: 18 May, 2021
Automation is currently THE to-do in customer service and is seen as the saviour for all problems. But automation is not an end in itself and does not automatically lead to a better customer experience!
Automation is currently THE to-do in customer service and is seen as the saviour for all problems. Call handling is too cost-intensive? Let's automate! The ordering process is stalled? Automation helps! Customers complain about our availability? We automate that! But automation is not an end in itself and does not automatically lead to a better customer experience. Just because customers no longer complain doesn't necessarily mean everything is good. It may also be that they are no longer there. Because automation, for example through intelligent self services, can't do anything if fundamental processes are not organised, if chaos reigns, if multichannel management is already in trouble. So the first thing to do is to do your homework.
Analyses of customer needs before, during and after the contact are also helpful. Such insights reveal the actual potential for automation. Using a bot instead of manual processing is not fundamentally the best idea. Automating the chaos does not end the chaos! Instead, it may be worthwhile to invest in blended solutions that are highly efficient in handling complex concerns, among other things. AI-based assistants provide information, take over the transcription of the spoken word, recognise concerns and start downstream process steps. Processes supported in this way bring more to the customer experience than a bot that understands the word but not the customer! Conclusion: Technology does not have to function for its own sake, but must be economically sustainable!
Author: Rainer Holler