AUTOMATION

As we move into a new age with lots of talk about AI (Artificial Intelligence), automating responses and the need for personalization of communications, it may seem confusing as they are seemingly at odds with each other –  we automate – but how can we personalize this?

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Reducing the reliance on emails as this is a passive form of communication will free up your resources to work on your value-added tasks rather than responding to requests for routine information. If we cut down emails by 50%, think of the increased productivity and greater efficiency, then the focus can be on the value-added tasks which drive sales and increases revenue.

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The key here is to understanding your customers journey and see where the touch-points are where you interact with your customers. There is room for both automated responses to free up staff time and in having the personal touch to add value when required, this will result in sales and engaged customers.

Dividing the customer information requirements into two groups determines the type of message response you need to deliver.

• Dynamic/Non-Dynamic data (static/non-static)

• Functional/Value add messaging
   

Through analysis of the customer journey, you have identified the customer touch-points and from this we need to review the message requirements we should send to the customer. Is it a factual information request i.e. an invoice and payment details? In this case, is there not much to be gained by the finance team creating an invoice and emailing it to the sales consultant, which is then forwarded on the customer – how much effort and time has that taken? A more efficient solution is to have an automated request response sent on your behalf by the system.

 

Staff/customer interaction (personalization) is therefore only required if the customer requests clarification or additional information.