1. Fix a broken process before you automate
You’re being inundated with calls and complaints from customers about a recently launched product. There’s a key feature that many of them are struggling to understand, and it’s causing them to make errors or simply give up on using the product completely.
In this case, automating the process could enable contact center agents to field more questions and complaints, but the problem isn’t merely about the volume of outreach. This is a customer education problem.
To achieve customer experience improvements, there’s a point in the process of marketing the product to customers, or even during the point where a purchase is made, that needs to be addressed first. It could be as simple as walking through what the product setup looks like in the “awareness” phase or providing some tips at the point of sale.
Good CX automation means customers don’t reach a point of frustration where they have to come back to the company with complaints. If you can close those gaps earlier, the benefits of customer experience automation become clear: you’ll see greater efficiencies from automating certain processes in your contact center because agents will be devoted to more exceptional customer challenges instead, which will result in customer experience improvements.