For as long as companies have been doing business, leaders in those organizations have looked for new and better ways to streamline workflow. Transactions are the lifeblood of a company, and in today's customer-centric business environment, that lifeblood inevitably flows through the agent or employee desktop. Advances in desktop and robotic automation are enabling companies of all sizes to offer services in ways not even considered a few years ago.
By optimizing how transactions take place across different areas of an organization, companies can transform how people, processes, and technology work together to increase revenue, reduce operational costs, drive employee engagement, and deliver a world-class customer experience.
Overcoming Typical Challenges
Enterprise transformation is the gradual evolution of how a company communicates and shares data internally. It is made up of many logical, incremental changes that improve business processes based around a business's needs and how management measures success.
Before an enterprise can begin to make those incremental changes, leadership must first look at how transactions take place within their organization. In the majority of enterprises today, most transactions take place on a computer desktop. Employees work in numerous systems and applications within the structure defined by the organization. Bottlenecks and inefficiencies often arise due to the inability of these different computer systems to share transactional data.
This lack of integration can manifest in many different ways, including prolonged process times, unnecessary copy and pasting, limited access to customer transaction data, inaccurate data entry, and a general breakdown in company processes and core business activities.
Once a company understands what needs to be changed, there is a simple four-step process that can help them achieve the goals outlined above.
Step One: Completely Eliminate Processes That Can Be Performed Using Robotic Automation
Every day, employees perform repetitive tasks that do not require any level of actual decision making. In addition to wasting their time, this monotony increases the chance of human error and lost revenue. Robotic automation can eliminate these tasks and ensure greater accuracy and recordkeeping. Eliminating these processes also frees up employees to perform more important tasks and spend more time on customer satisfaction and quality assurance, rather than simple data entry.
Additionally, automation solutions help accelerate transaction times, allowing for faster customer service, even when the company is experiencing major spikes in volume or in off hours. The result is fewer backlogs and more efficient operations.
Step Two: Automate Manual, Repetitive, and Redundant Tasks
The next step is to look at the other functions that would benefit from automation. Core business activities, such as documenting notes about customer service inquiries, copying and pasting data from one system to another, and countless other manual tasks can drive up call handle times, inflate transaction processing time, and increase the opportunity for errors. While these activities must be performed on the employee desktop, they can be fully automated.
This is accomplished by integrating disparate applications and creating automated end-to-end processes that make workers more productive while also improving the quality and accuracy of the transactions.
Step Three: Optimize Processes That Cannot Be Fully Automated
Once a company has exhausted all opportunities to automate employee functions, the next step is to take a critical look at everything else the employees do and how they can be optimized using automation.
A few simple questions can help identify these areas:
By taking this approach, a company can identify any remaining opportunities to improve efficiencies. Desktop automation can help shape the activities that lead to the point at which the employee must exercise a "decisioning" activity and automate micro-activities.
The best example of this is the adoption of 360 customer views—consolidating user interfaces and data points from disparate applications into a single screen. Having a comprehensive view of the customer's information empowers employees and enables them to engage customers with deeper, higher-valued activities.
Step Four: Extend the Value of Existing Technology Investments
The final step is to build extensible business logic that improves transaction quality companywide. For example, automation technology can guide customer service agents through complex transactions and deliver "next best action" recommendations for more effective upselling.
Intelligent guidance delivered to the contact center agent at critical moments can significantly improve average revenue per transaction, reduce training time and costs, and ensure compliance to key industry regulations. Additionally, having better customer intelligence enables employees to provide more accurate information faster and more efficiently.
By following these four steps, an enterprise can dramatically improve its customer satisfaction scores while reducing its cost per transaction. Furthermore, this can all be accomplished without disrupting current work processes or requiring extensive training. Automation solutions—whether desktop or robotic—represent a major leap forward in the evolution of transaction and data management within an enterprise.
Anna Convery is executive vice president, strategy, and oversees global market development and strategic initiatives for OpenSpan, an industry pioneer in automation technologies that support transformation initiatives focused on driving revenue growth, customer lifetime value and operational efficiency. She can be reached at info AT openspan.com
The role of marketing can be understood as, or is analogous to, certain activities of a successful theatrical production.
Marketing consists of all the activities it takes to secure both a stage or meeting place and an interested audience for the play, not to mention producing the play itself. I.e., the good old 4 P’s: place, promotion, price and product.
Sales, however, is the presentation of the play with the intention of moving the audience emotionally. That’s why they will buy tickets… to feel something, not to sit in an uncomfortable auditorium with a thousand strangers.
Various types of malware that once they attack, they either lock your device or encrypt your files in a usually non-reversible way and then request payment to give their victims the key(s) to unlock their files.
The biggest threat to contracting them is how you use your devices. Be more cautious with email attachments, suspicious links, suspicious apps and pop ups. Nearly all systems ask you to verify whether to run or install a program. Do not install applications that are not trusted, or from untrusted sources. If you really must, then make sure you have an active antimalware solution installed. Passive ones can often be too late, as they often do not prevent an infection.
Wading through numbers and trying to see if your campaign is yielding results. To find some support for your hypotheses, and what may be really going on with your visitors' experience. Testing, campaign after campaign, design change after design change.
It's a never ending process and it can be grueling especially if you don't have a team member dedicated on the task. Though even if you do, it's still difficult. Collaborating and keeping up the known cycle of science. Observation, hypothesis, changing design and wording to test - then collecting and analyzing. Often without enough data points - and trying to guesstimate what must be going on.
It's not that these tools and methods don't work. And, there have been many new tools coming to market. Allowing for a bit more clarity to guess where things go wrong with your content. Such as A/B testing, heat mapping, marketing automation, Social based CRM platforms and others. No amount of tooling can help if your base hypotheses are not great to begin with.
It pays to have expertise on your side, and to use that to begin with good ideas. Doing it the hard way is often the costliest in both time and funding, or time squared. You have to start somewhere, you can take the shortcut and get a consult or put aside the time and do the research. Identifying the most cost effective solution for your stage.
We have been looking at many different approaches but nothing had won us over, until now - enter Sentient AI, our new partner. First off, we like their comparison to evolution. Think of your site elements like genes that formulate the DNA of your website. Any element can be a gene, or change. The engine can test all of the combinations with different visitors and then promote the best combinations. Just like the evolution of species. May the fittest combination survive, and win you a bigger slice of the market!
The genes or changes can be any element of your website. Wording, layout, images, design color or other snippets. Furthermore, no need to only apply this to your landing page but the whole site architecture. Allowing you to create a better funnel, and to optimize the whole user experience. The process keeps iterating, and through intuitive dashboards unlocks insights for better hypotheses.
But what does this all mean in numbers? A case study of a direct sale classic car aficionado website by Classic Car Liquidators. In just 7 weeks they could test 28,000 potential designs with their user base and 61 versions of 9 promotional elements. Arriving at an increase to Click Through Rates CTRs of 434%. In a few examples, Ascent was able to determine that with their audience, the best performing banner was one with the larger font. Additionally, the image of just a car and a red button. An alternative design was blue, but red happened to in this case perform better. Keep in mind, marketers often advise not using red for Call To Action (CTA) buttons, yet with this crowd they work. The audience and context, though, really defines what change will be most successful.
Having good ideas and expertise on your side, however, can get great results faster. Start with a great design that is tailored to communicate your message to your target audiences. Gaining insight from research on how color, shapes, and wording affect us. Match the elements and communication to the demographic the product or service. And, thanks to the power of this engine even try to tap markets that you didn't think were interested. It's easier to run more tests. With the cost of each additional experiment heavily reduced.
Even if you don't have a team that can learn to use Sentient Ascend effectively, we're here for you. Our team begins with the strategic Marketing, and expansion plan. The design and technical implementation of your site or app. Managing Sentient and other tools that can take you forward. Helping you grow, but also helping you grow sustainably.