When is Automation the Right Option?

Building and maintaining customer relationships used to be easy. Simply assign a personal, responsible account rep to handle any questions or concerns. However, this is no longer the case.

Thanks to technology, the demands on contact centres has changed. There are more communication channels these days, with calls and emails on the decline. Whether it’s email, social networks, apps, chat, web, messaging, phone or face-to-face support – contact centres need sound strategies across all communications channels, which is complicated and demanding.

At the same time, this aspect of business is more important than ever, with 86% of buyers willing to pay more for a great customer experience. In this post, we’ll explore how automation can be integrated to create an easier, simpler solution for clients …

Is AI the answer?

At present, customers don’t like automated responses on social media or automatic routing over the phone. Press 1 for sales, 2 for delivery and 3 for an obvious lack of support. But with a huge increase in AI investment in recent years, companies are now armed with a range of new, more sophisticated options.

$7 billion is saved using automation through chatbots in retail alone – and human-like chatbots are just the beginning. Implemented correctly, automation can boost operational efficiency, reduce costs and actually improve the overall customer experience. The question is: how do you find the right balance between automation and human support?

Did you know that bots now handle an estimated 85% of customer service calls and this number is growing?

The balance between bots & humans

Agents and automation each have great things going for them. Customers will appreciate chatbots being used proactively, to resolve simple queries. However, there are times when a quick fix isn’t possible and only a real conversation will do – even if it’s by social media.

There are benefits for both sides of the coin, so why not take advantage of both? The key is to understand the challenge of escalating from self-service to assisted-service channels, especially in complex environments like multi-language contact centres. You’ll need to determine which channels require automation, then create the perfect cohesion between automation and the all-important human touch.

The end result is social customer service that is fast and efficient on the front-line. It’s personalised and empathetic for customers who need to communicate directly with agents. Who wouldn’t want to strike that balance?

With 89% of businesses competing mainly on customer experience, striking the right balance between automation and human interaction can be the much-needed dynamic that sets you apart.

Empowering humans with automation

An effective balance between customer-facing bots and humans is key to internal productivity and customer satisfaction. But there are also ways to use automation to improve the human side of customer service…

Integrated customer profiling

The more you know about your customers, the easier it is to serve them. Agents who are informed about customer habits and preferences are better equipped to predict the subject matter and style of service required on incoming queries.

Social customer service software with integrated customer profiles makes this a reality. Agents have all the necessary information at their fingertips and can focus on the personalised service that only a human can provide.

Customer engagement channels

Customer experience has a huge impact on how people feel towards your business. Using our in-depth domain expertise across key self-service channels, Aura can help you meet your customer engagement goals.

Whether it’s transitioning from basic services like tactical chat to a more comprehensive omni-channel approach. Accelerating digital channel performance. Finding ways to optimise customer service costs. Or something else entirely. We support a full range of digital channels including email, chatbot, assisted chat, authenticated self-service portals, messaging, FAQ & social.

Optimise your customer experience with Aura

At Aura, our team has a wealth of expertise in maintaining CX for global and multinational companies. That’s combined with a wide-ranging solutions hub, allowing us to cherry pick the right technology for your requirements – and that of your customers.

We use the cloud to eliminate barriers, while maintaining a local presence across the world. That’s all consolidated in one simple contract with one provider and a single point of contact. You get the best features, better pricing and global visibility with a unified strategy.

Want to find out more? Contact our experts today.

Want to get in touch?

We’ll contact you!

Comments are closed.