How global organizations are boosting customer experience with intelligent automation

Organizations need to shift their strategies toward optimizing processes that will ensure customer retention in 2022, according to the latest industry report from PEX Network.

In our Leveraging intelligent automation to link strategy with process improvement report, published in February 2022, Jon Atienza, manager of intelligent automation (IA) at Coca-Cola noted that customer experience should be the “number one priority for businesses” and “everything should be driven by customers’ brand loyalty and retention”. According to Atienza, initiatives should veer toward impacting customer experience and how the company is perceived by customers.

When implemented via a strong program, technology can bring many benefits and opportunities for companies, said Mark Ghibril, global vice president – head of regional CIOs and user engagement experience center at Siemens Gamesa. Ghibril remarked: “The speed at which organizations are digitally transforming cannot be reversed as it has to be the same if not quicker. Technology is the accelerator and the only advantage to succeeding in our new normal.”

According to the findings of the PEX Network report, in the past, Atienza would manually look at customer feedback and surveys. With IA, he explained, companies could replicate that capability “a thousand times”, look at data related to customer-facing processes and understand customer behavior and feedback.

“With IA we have a superpower where we can leverage multiple data sources and tie them to a particular step of a process,” Atienza remarked.

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At German telecommunications giant Deutsche Telekom, an AI-based chatbot was implemented to help with customer queries 24/7 on telephony, internet or TV malfunctions, and where used to direct customers toward a human agent if required. The chatbot, named Ask Magenta, has been designed to conduct elaborate dialogue and provide comprehensive assistance for general disruption, billing enquiries, contract issues and orders, moving networks and SIM cards queries.

Ask Magenta can access individual customer data, which has allowed it to display and download bills for the last 18 months, find a date to extend a mobile phone contract or change a customer’s bank details on the company’s database.

IA can help companies to understand customer demographics, buying behaviors and spending limits, assisting them in tailoring process improvements. While historically an initiative could last three to six months, IA has enabled businesses to implement them within a matter of days or weeks, proving crucial for companies that want to remain competitive and agile.

How are you using IA technologies to retain talent and customers? Tell us by leaving a comment below.