State of Customer Engagement Automation in 2019

Without customers, businesses cannot exist.

In recent years, customers favor companies who provide a personalized experience in every interaction they have with your product or service. But while it is unrealistic to cater to every individual, a customer’s journey with a product, grouped by their behaviour, has already been mapped out that we can use to our advantage. That together with RPA can make a huge difference that can set your product apart.

The best products are marketed through the word of mouth. This enforces just how important ensuring a smooth and relevant customer experience is for the success of your product. Now customers can be categorized into two groups, prospects, and existing clients. There are several RPA services that can make use of to ease and provide a better experience to your customers.

Let’s take a look at each of these offerings in detail,

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CHATOPS

A majority of product companies now have helplines that are supported by chatbots, A simple automation can allow categorizing the customer queries into different groups and triggering specific actions unique to each of these categories. This would make the customer engagement more tailored to the customer needs and easier for the relevant department to handle.

For example, there are two customers on the chatline for your product, one asking for details about the premium subscription and the other customer is requesting for assistance on a specific function. The bot can handle the cognitive activities while RPA can handle the data capture within the chat and create a report for the customer execs.

GRIEVANCE HANDLING

Grievance handling is one of the processes that stand to gain the best of RPA abilities.

A popular product or an organization might have more than one platform on which customers post their reviews and complaints, it is not viable to monitor all these platforms. It can easily be automated with the help of RPA with a simple trigger, a preset of words to look out for and a message that can thank the user for feedback or direct them to the self-help desk or the relevant personnel to be taken up.

RPA also can increase the efficiency at which the complaints are processed and reduce the number of errors that occur from the process. And this means happy users for the organizations and happier employees in the office.

And this brings us to the next big process made easy by RPA,

DATA SCRAPING

Data scraping is usually a tedious process and process, but with RPA, the whole process can be completed with a fraction of the time taken by the normal process as well as leave the employee to focus on more important tasks.

Data scraping from websites, say reviews, RPA can help with monitoring for keywords, recording the name and the contact information of the reviewer, country of the review, etc. and recording it into excel, basically, everything that is repetitive and can be mimicked.

The scope to which the RPA can be implemented with the data scraping process is bigger than just scraping data. The Data scraping process can be a recurring process without any input from the employee through automated triggers through the time of day or an addition of a new review on the monitored website, etc.

In short, the scope to which the automation carries out these tasks needs to be decided by the organization.

DOCUMENT HANDLING

Between a customer filling forms on a website to finally addressing the issue, there are tons of processing the document or the application have to go through, for example, filling additional information that the customer happiness executive needs for retrieving their information. Changing fields or sending files to the concerned employee and taking care of the monthly cleanup.

The bot can be configured to fill information on forms, find the missing information, if any, and further processed. The processes that RPA runs is less prone to error, faster, efficient and more systematic as well.

RPA can handle more than that for business processes and document handling, from the digital signature, creating automated analytics reports, monitoring performance data, RPA has something to offer for all including exception handling and fraud detection, which brings us to the next point.

FRAUD DETECTION

Security is an issue that all organizations need to prioritize, especially when modern customers worry about how their data is handled. Organizations like bank whose main priority is security have implemented verification processes enabled by RPA that have reduced the process time from 45 minutes to 20 minutes.

While RPA can finish rule-based and repetitive processes without any effort, it also can detect anomalies at the same speed. When a product has a large number of users, it is easy for them to establish a pattern of usage and habits.

After retrieving this pattern, the RPA can go through a set of process to detect clues that indicate suspicious activity, starting with validation and at the end of this. If the RPA has determined that this is fraudulent, then a series of corrective actions can be triggered within RPA to counteract this activity.

AUTOMATION OF ELIGIBILITY, QUALIFIED LEADS VERIFICATION, ADDRESSING

Imagine you have created a complete database of leads who are interested in using your product. It would take a person at least a week to go through, say, 300000 records and determine their eligibility and some more time to take further actions. But RPA can easily take care of this job for you. It can process all these records and more in a matter of minutes.

In addition to this, you can configure an RPA bot to take care of this process from downloading information from the internet, categorizing the lead, identifying anomalies and sending emails to the qualified leads, preparing periodic reports, mailing the concerned individual the requested details, etc.

The scope to which RPA can deliver the results and the ROI depends on how much you can automate tasks in your organization. One of the best advantages in implementing RPA is their instant ROI and results once deployed in your organization.

However, there are few challenges that come with implementing RPA in organizations that includes defining business cases that provide a definite ROI, dealing with scope creep and increasing complexity as well as automating a process that is not a good fit for RPA. These are all important elements you need to consider and discuss with an experienced consultant while deciding the processes you want to automate with RPA.

Comments and Discussions

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