Recent and fast developments of scalable technology have made possible the integration of customer data, automation and artificial intelligence in business processes. This brings forward customer engagement and decision making, which become easier and more significant.
The growth is a result of the ubiquity of AI and automation, which is now available to enterprises of all sizes. Large corporations now offer services by subscription, such as software-as-a-service (SaaS). This means tools and platforms are more affordable for smaller businesses. This is all due to the rapid expansion of cloud computing, granting access to tools and services to all paying customers, wherever they may be in the world.
Intelligent Process Automation (IPA) is a collection of tools that combine robotic process automation (RPA) with machine learning. These tools can copy human behavior and interaction, then make decisions based on robotic inputs. Many companies still use manual processes to complete basic tasks, such as data transfer between systems. The integration of paper records is not performed easily. IPA-enabled tools that leverage AI and machine learning can interpret data requests, collect the data with RPA methods and then process it as part of a workflow. However, the IPA tools still need to be initiated or trained by humans.
One of the ways that IPA technology demonstrates its capabilities beyond RPA is by learning and improving through user feedback. This can be seen in the functions of a basic chatbot, which greets customers with a welcoming message. The bot then starts a workflow, which could involve directing the customer to a webpage that details certain services. It can also connect the customer with a live representative.
Once the interaction is completed the bot will ask a question. For example: “Did I help you find what you were looking for?”. After the customer has given information about how useful the interaction was, the chatbot will process the feedback, iterate, and strive to make improvements for the next customer. Humans may be involved in monitoring the process, but most of the improvements are made automatically.
Because IPA tools can evolve through direct interaction with customers, the service provided is faster and more efficient. Complex processes that return additional information can be started automatically and used to solve problems. The technology is scalable and allows businesses to easily handle a growing need for customer service.
In negative customer experiences, customers can give immediate feedback and be connected to a human advisor. With these services, customer engagement and customer service will be vastly improved, which will increase customer lifetime value.
As technology is quickly developing, the ability to engage customers can prove more challenging. To achieve this, we need to streamline core processes, scale operations, and focus on customer engagement.