Customer experience, CX as we know it has changed forever. As a result of the pandemic, companies have had to prioritise their employees’ well-being by seeking out new ways to work, in addition to meeting their customers’ evolving needs. This has unsurprisingly led to a growing interest in digital CX solutions and their accelerated adoption rate.
There has been an increasing number of companies recognising the importance of automation for the delivery of superior CX
Although there is a growing number of innovative digital CX solutions in the market, there are several common key elements upon which a company’s success hinges. One of them is automation, which applies as much to contact centre transformation as it does to supporting, even enhancing, business operations and transactions. This is where conversational automation can help, taking on the more complex processes to highlight the human factor.
Conversational automation uses conversational AI, RPA, and workflow automation to bridge humans and machines, and back office and front office operations throughout the customer conversation and across digital and voice channels.
While there has been an increasing number of companies recognising the importance of automation for the delivery of superior CX, most have barely scratched the surface in terms of making their contact centres ready for the future. They continue to rely on a traditional, solely human-centric delivery model, having only piloted a handful of automation solutions in silos.
By sticking to this model, they potentially hinder progress and performance, while putting their workforce, particularly their contact centre agents, in a vulnerable position.
To create a conversationally intelligent contact centre, companies need to plan for seamless implementation and execution
That said, there are many other reasons as to why companies do not adopt digital CX solutions like conversational automation in their contact centres.
These companies run into multiple challenges that inhibit their transformation efforts, such as:
- Lack of insight into the potential of a unified intelligent conversation automation architecture
- Legacy systems and processes that are difficult to overhaul due to the absence of a change mindset or culture
- Lack of resources and skillsets to deploy the new technology
Although these are legitimate concerns, the risks of sticking to a human-centric delivery model are substantial. By leveraging in contact centres, companies can significantly improve how they perform on key operational metrics, such as average handle time, total resolution time, accuracy and first call resolution. It can also supercharge CX by driving quicker resolutions, improving the way companies connect with their customers radically.
Most have barely scratched the surface in terms of making their contact centres ready for the future
To create a conversationally intelligent contact centre, companies need to plan for the seamless implementation and execution of underlying digital capabilities.
Issues such as integrability with current systems and data security will need to be considered. Organisational readiness looks at a company’s execution strategy across the board, covering everything from stakeholder buy-in to internal awareness and availability of talent to thrive in a new environment.
An openness to evolve, as an individual and as a unit, is also crucial for companies to truly embrace transformation on all levels.
Most continue to rely on a traditional, human-centric delivery models
At the end of the day, contact centres of the future will continue to be driven by a close collaboration between humans and machines. With conversational automation set to play a pivotal role in companies of the future, those that want to stay ahead of the curve will not only have to be prepared in today’s new normal, but also and most importantly, take appropriate action.
Conversational automation uses conversational AI, RPA, and workflow automation to bridge humans and machines, and back office and front office operations.
