Retail Analysis
WHY CUSTOMER EXPERIENCE WILL HELP DEFINE THE FUTURE OF INTELLIGENT AUTOMATION
Gautam Moorjani, Head of Product, SS&C at Blue Prism explains how, by utilising intelligent automation platforms, organisations can take advantage of the best advanced technologies, including artificial intelligence, robotic process automation, machine learning, natural language processing, and more.
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f there has been one constant consumer trend over the past 70 years, it is end customers’ demand for higher levels of convenience.
Customer experience (CX) is the fastest-growing priority area for customer care leaders, as they face increasing consumer demands and higher volumes of enquiries. The pandemic incited a shift in consumers, causing a sharp increase in expectations for convenience and digital and self-service options. It is these consumer trends that are driving the need for digital transformation. Organisations are under immense pressure to
deliver on expanding consumer expectations for digital solutions that offer personalised and seamless customer journeys. This is especially difficult in an increasingly competitive market in which businesses across industries are vying to win the loyalties of potential customers. The level of service and personalisation are key points of differentiation for consumers, with 71% expecting personalised interactions and 76% being frustrated when they don’t experience this. Still, only 13% of CX leaders are confident in their organisation’s
ability to take action on CX issues in near real-time. According to a McKinsey article, these challenges are unlikely to be solved at scale without AI and data analytics. Predictive analytics have the power to help businesses better anticipate consumer needs, connect better
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with their customer base, anticipate behaviours, and notice CX issues and opportunities in real time. Improvement on the CX front is critical for
businesses to remain viable long-term. Companies’ growing awareness of the need to digitalise amid insufficient human resources is driving no- and low-code adoption rates, with adoption growing at a rate of more than 20% per year. Ultimately, consumer expectations shape the
trajectory of the future, and all signs indicate the future is digital CX.
Why is automation key to the future of CX? Intelligent automation, especially the artificial intelligence (AI) component, enables an unprecedentedly proactive and tailored CX experience. Organisations and businesses are able to utilise predictive analytics to anticipate consumer needs and trends, and better innovate CX solutions moving forward, helping them distinguish themselves amongst their competitors. Moving forward it is personalisation that will be the basis for
competitive advantage, and for that, businesses will need to make full use of intelligent automation’s potential. Equipped with free moving data, organisations will be able to have the right information available when interacting with a customer – regardless of the
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