Make Progress in Six Key Areas with RPA
Let artificial intelligence and machine learning supported RPA robots take over the analysis and routine work required for customer experience, marketing, sales, product design, product development, quality management
Although customer data is a strategic value for companies, it is no exaggeration to say that many organizations are not using this treasure properly. Data, which is the raw material of competition, enables companies to better market to existing and potential customers while improving the quality of customer service. In addition to improving existing product quality, new product designs also need accurate customer data. In short, an organization’s ability to use customer data positively affects its performance and indirectly its profitability.
You can track your customers with the data you process and collect while serving customers through your support desk or contact center. By analyzing this information, you can learn more about your customers, products, and business. You have more data sources than you can imagine. The operational data of the call center shows which channel and how often your customer communicates. Live chat data, chatbot data, survey data from your website or call center, customer satisfaction scores, emails, social media comments, and information collected by customer service employees help you determine the direction of your business.
Robotic Process Automation (RPA) allows you to gather and analyze all this qualitative and quantitative data. So you can get a detailed and accurate picture of your work.
RPA does this in two ways: First, it can integrate the customer data from your legacy and diversified systems, thereby helping you ‘reach’ that data. Second, artificial intelligence and machine learning-powered bots with or without human participation can automate the use of complex data analytics to make data meaningful.
The most basic areas where you can employ RPAs are customer service and support, marketing and sales, product or service development, design and improvement, quality management. Generally speaking, using RPA can increase your customer experience tremendously if implemented correctly.
Increase the customer experience
Using RPA, you can analyze and process thousands of data collected by your employees interacting with customers in a continuous loop. The most basic criteria you need to look at are your customer’s waiting times, abandonment rates, resolution rates of problems on the first call, and resolution times. Many processes in the customer service lifecycle that used to be manual in the past are automated with RPA. In the past, call center workers had to view different systems to meet customer requests manually. While employees were copying or moving a lot of customer information between different systems, the customer problems were delayed, and the waiting customer queues were getting longer. These processes, which could result in the customer giving up, were eliminated thanks to RPA. RPA-supporting technologies such as artificial intelligence, machine learning, and natural language processing (NLP) enable more information to be collected and evaluated to analyze data from chatbots and live chats. As a result of RPA analysis, employees have a more precise idea of which issues should be addressed first and opened a ticket.
Improve marketing and sales
According to global management consulting firm McKinsey, businesses that measure their customers’ journey get 30 percent more accurate estimates of customer satisfaction. Increasing customer satisfaction by 20 percent offers the potential to reduce customer service costs by 20 percent and increase revenue by 15 percent. The customer relationship, which starts with the brand’s awareness, product, or service, encourages the customer to be a brand advocate if the customer experience is built correctly. Intelligent automation systems and AI-integrated RPA robots can guide customers during this journey, making promotions more effective. RPA bots, designed to monitor all interactions between the customer and the customer service team, can “guess” what the customer might prefer in which situation and consider the customer’s communication channel preferences, enabling the brand to offer the customer the best product and service options.
Strengthen product development and design
According to specific templates, bots that collect customer support data and analyze this data will tell you what issues the customers focus on. Therefore, as a result of these analyses, the issues you need to pay attention to in your new product designs can come to the fore. You can also explore potential opportunities for new features and upgrades on your existing products.
Quality quality quality
Research in the USA shows that 66% of customers will have a problem with the products or services they bought in 2020. Two out of three customers state that they are angry about these problems and the brand’s approach to the issue. RPA robots offer essential advantages to avoid such a situation. You can use a bot to extract and tag relevant data from each incoming case. Thus, you can more easily identify new and trending quality problems related to your product or service. So you can take action before customer complaints grow like a rolling snowball. Thanks to the text analysis capabilities of bots, your agents can communicate with customers in more natural ways. Therefore, employees can focus on the customer’s real problem and ask the right questions defined in specific scenarios. These answers will give you ideas for improving the quality of your products or services.
It is an apparent reality that with the RPA digital workforce, organizations offer a severe cost advantage by undertaking increasingly complex tasks while serving their customers much better. BT Bilgi Teknolojileri, serving with the motto of ‘Lean Business Lean Technologies’ in Turkey, offers companies the opportunity to effectively use qualified human resources to adapt to the competitive environment with its advanced RPA (Robotic Process Automation) success stories.
