Intelligent Automation Can Improve the Customer Experience

2 minute read

AI allows companies to execute and complete tasks 24/7 at machine speed, which inevitably leads to a superior customer experience (X). A new era of Intelligent Automation (IA) will benefit the CX even more.

When businesses embrace automation, they augment productivity while subsequently mitigating costs — and this is particularly true when it comes to the automation of transactional and cognitive processes via Artificial Intelligence (AI). AI-based automations allow businesses to execute and complete tasks 24/7, without errors and at machine speed. Now we are moving into a time when automation is actually creating new automations, and this new AI functionality will ultimately benefit customers.

Modern AI solutions are increasingly moving away from simply executing automations to creating original automations themselves through Intelligent Automation (IA). For example, IPsoft’s autonomic platform Amelia AIOps (formerly 1Desk) can observe how humans execute processes and recommend new automated workflows based on these observations. While an automation engineer is still required to approve the automation before it is released, it’s not difficult to see where the technology is going and how it might be used to shape the Customer Experience (CX) down the line.  Here are three key ways that IA will change how customers engage with businesses.

Even More Automation

When businesses automate CX either through transactional tasks (e.g., when you make a purchase online, you instantly receive an email confirmation) or through interactions with a cognitive agent like Amelia (e.g., you work with her to select and purchase a car online with streamlined processes), customers have 24/7 access to services at machine speed.

Indeed, we’re already seeing that companies with more advanced CX through IA have a discernable advantage over those that require more human intermediation between process steps. According to a report by Forrester Research, “Customer experience leaders grow revenue faster than CX laggards, drive higher brand preference, and can charge more for their products.”

When companies implement advanced IA functionality, they can create more automations more quickly, and therefore have an edge over competitors that may be using AI-powered automation but still lean on humans for the creation of new ones.

More Creative Work

When we talk about the benefits of automation for employees, we often mention that it frees them from routine, repetitive and low-value tasks to handle more complex or unique business needs — which inevitably benefits customers who receive more attentive service. A similar case could be made for IA, which can handle routine low-level tasks related to creating automations, such as creating workflows and connecting the necessary systems. This would free an engineering team to use their uniquely human traits such as creativity and empathy to formulate unique automations, ones that a more rule-based IA system wouldn’t necessarily create on its own.

Improving, Analyzing and Optimizing Existing Automations

Not only will IA be used to create new automations, but it can analyze data to make existing automations better. For a very simple example in the CX realm: An IA system could generate automations that would email customers relevant deals based on buying history. The system could analyze conversion rates from a particular marketing campaign including A/B testing, variables such as email subject text, and day/time sent, and iterate the deal accordingly. If the system detects a marked uptick in conversions for emails sent on Tuesday evenings with brief subject lines, the system can use that information to optimize the current email campaign and remember it for similar automations in the future.

When it comes to CX and IA, the important takeaway that the system will be able to optimize and iterate customer-facing automations far more robustly than human engineers could alone, delivering better customer experiences and contributing to revenue growth.

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