No longer are customer enquiries just calls/emails: they constitute the expectations of heightened CX that organizations need to address with automation.
To meet customer expectations more organizations are adding automation and AI tech such as chatbots and email virtual assistants to their contact center technology stack.
Both speed and personalization are key to high customer experience (CX) levels.
Here are three ways that good call center automation technology can improve customer experience:
- Empower customers to self-serve
Customers expect their concerns to be rectified at the first point of contact. A long wait time can be detrimental to CX.
For instance, an airline in Singapore came under scrutiny when one customers complained that he had spent a total of six hours just to reach a customer representative for a flight cancellation. In fact, he received a response via email only about three weeks after the flight flew.
Another use case is for chatbots to perform repetitive tasks such as reminding hospital patients to record their vital signs regularly throughout the day instead of having time-strapped clinical staff performing these errands for patients.
These examples show how the need to ramp up resources at contact centers can be reduced or revamped for better efficiency and worker morale. Nevertheless, while automation technology can greatly lighten the burden on human agents, it is important to note that in order to maintain that personal touch, technology such as chatbots should not replace agents.
Instead, chatbots should augment the customer experience, ensuring that frequently-asked questions are responded automatically while higher-level questions are immediately redirected to a ‘live’ agent.
Also, chatbots are only as smart as the FAQs they are programmed to address. Be sure to consistently keep a track record of questions asked most by customers. More importantly, adjust FAQs to be relevant to time-sensitive events such as marketing promotions, recalls or stock shortages. As a result, automated messaging services will offer convenience in an interactive and conversational way for questions that do not require a live agent.
Finally, streamline communication even further using agent desktop software that integrates workflows for all contact channels into one platform. Whether the case originates from a phone, email, live chat, social media, ‘white mail’, or SMS—agents work with customers from a single queue to drive efficiency and speed up response times. - Automate email replies
Consumer research reveals that brands should respond to customer emails within one hour. Automation technology such as email virtual assistants or smart bots enable customer service agents to engage with customers in a quick, personalized, and effective way.
Virtual assistants can draft a personalized email response based on how agents previously addressed similar inquiries, or by using a goodwill calculator to determine appropriate compensation if necessary and entering the queue for an agent to review before sending.
By replying as quickly as possible to resolve customer issues, brands can demonstrate that they value their customers’ time and their business, building loyalty and lifetime value. - Prioritize ‘live agent’ tasks
With customer service automation, human agents no longer need to address every single tiny issue.
On average, it takes ‘live’ agents more than five minutes to read, understand, and respond to a customer’s query properly. However, with call center automation technology, brands can reduce that to one minute per email by using a chatbot.
One study showed that in India, 78% of respondents felt comfortable with AI-assisted customer experiences, followed by Vietnam (72.5%), Malaysia (43.3%), Indonesia (40.8%) and Singapore (20%)—in addition to human response.
By having technology answer routine questions, human agents can invest more effort in handling higher-stakes interactions, allowing organizations to maximize efficiency and enhance CX.
Organizations that fail to meet their customers’ expectations for lightning-fast, personalized responses risk losing revenue and loyalty. Using call center automation technology to improve response time, key performance indices and personalization strategies will differentiate them from the competition and deepen customer relationships.
