Customer comms at scale
As a human-centred measure, it can be hard to assess the effectiveness of CX, but there are certain accepted factors that underpin a positive customer interaction. Responsiveness to queries, for example, is better when it’s faster, while customers appreciate and now expect communications that are personalised and tailored to their position in the purchasing journey.
However, as companies grow it can become difficult to deliver customer experience (CX) at scale without sacrificing quality. Automation is helping to address this issue. When delivered via platforms such as Customer Communications Management (CCM), automation can help to increase the volume of interactions while simultaneously removing frictions and actually improving the service experience for customers.
Automation is never a blanket solution, nor is it a ‘set and forget’ function. As tempting as it is to believe, no business can automate everything and magically create a great customer experience. But, by finding the right blend of human and digital, businesses can re-engineer processes to improve CX while producing greater efficiency: a win-win for both the business and its customers.