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1、Driving Impact at Scale in CX and EX with Intelligent AutomationHow the power of IA is leading to improved customer and employee experiences,stronger customer relationships,reduced churn,and a profitable future for UK contact centres Driving Impact at Scale in CX and EX with Intelligent Automation2T

2、he outset disruption caused by the COVID-19 pandemic in 2020,the depreciation of the pound since Brexit in 2021,and more recently,inflation rates rising to 9.1%in the UK,has ignited an extraordinary era of adaptation,transformation,and innovation in contact centres.Globally,the customer management i

3、ndustry is placing greater emphasis on people empowerment,employee culture,customer empathy,recruitment,and upskilling talent as both customers and agents start to feel the pinch from these impactful events.People want to deal with businesses who recognise who they are,what they are going through,an

4、d that their demands and realities are always shifting.As a result,businesses are looking to evolve their customer management strategies to bring about humanised experiences that are meaningful,precise,and personalised.In fact,PwC found that 42%of customers would pay more for a friendly,welcoming ex

5、perience.Responding to individual customer needs and changing market conditions requires leveraging customer data at the most granular level.Intelligent automation(IA)the combination of artificial intelligence(AI),business process management(BPM),and robotic process automation(RPA)will help place gr

6、eater focus on what matters most:better performance,a stronger workforce,and happier customers.Jay Gupta,Global Director of Product Marketing AI,Automation,and Analytics at Talkdesk,says:“IA lends a more dynamic automation environment by using customer interaction data,unstructured data,and AI to st

7、reamline processes and simplify workflows.“Sequentially,customer and employee experiences are enriched.Agents can better anticipate customer needs before they arise,giving them the confidence and autonomy to resolve more complex issues in future,while customers receive quicker,more consistent,and pe

8、rsonalised interactions from end-to-end.”With a specific focus on analysing trends in the UK market,CCW Europe Digital in collaboration with Talkdesk look at how contact centres can scale their operations with IA,facilitate humanised experiences for both customers and agents,and improve overall busi

9、ness outcomes from end-to-end.The Humanised ConsumerDriving Impact at Scale in CX and EX with Intelligent Automation3Customer management leaders are under pressure to humanise and modernise how they carry out their customer-facing activities as customer expectations evolve,competition advances,and d

10、ata volumes increase.Globalisation is offering customers a wider choice of products,brands,and services,so winning in the experience economy is critical for attracting new customers,retaining existing ones,and maintaining or increasing business revenue.Companies like Amazon,Netflix,and Google are le

11、ading the charge in responding to customers manifest and latent needs because they have access to rich customer data and the right technologies.In turn,they can hyper-personalise experiences,provide instant gratification as part of their service,and maintain customer loyalty.However,the former rush

12、to embrace new technologies to mobilise and stabilise long-term normality without the in-house expertise to maintain the technologies are met with a reality of challenges.Businesses are still largely locked into old processes and legacy systems,so using the technology to decode customer preferences

13、and behaviours is challenging.As a result,implementation with untrained personnel can cause significant slowdowns in work processes,disruptions in familiar workflows,and numerous errors.Personnel Today reported that the shortage of skills in UK contact centres and ongoing recruitment problems have b

14、ecome so problematic that“around 32%of staff lack the level of competence required to meet business objectives.”Henrik Flasch,Head of Technology Customer Contact Efficiency,Customer Insights and Customer Master Data at TUI,says:“The role of an agent has gone from the transactional to the complex.Del

15、ivering an optimal customer experience(CX),now requires agents to have business acumen,technical and digital competence,and emotional intelligence.”In addition,with cost-consciousness top of mind,the UK economy is seeing rising product prices,decreased customer demand,increased lead times,delays in

16、deliveries,busier contact centres,and to top it all frustrated customers.Putting customer and agent relationships at the centre is the most important differentiator in todays market and something that will give businesses the power to slingshot them ahead of their competition.CCW Europes community o

17、f UK industry professionals found the leading business initiative for improving customer management over the next two years is to focus on creating long-lasting relationships to boost loyalty by providing“exceptional and unforgettable experiences”.IA can support the cultivation of these experiences

18、by making communication between the customer and the agent more fluid,offering customers instant results,boosting agent productivity,and making customers feel valued.For example,Amazons Alexa team is using AI to analyse the sound of users voices to recognise their mood and emotional state as well as

19、 automation to deliver a pre-programmed and personalised response.Gupta says:“Implementing the right technology can go a long way towards establishing the company as a“customer first”entity.”Industry Challenges at a GlanceKeeping up with changing customer expectations is becoming more fast-pacedThe

20、duties of an agent are becoming more sophisticatedBusinesses have a lack of in-house IA expertise The level of competition is increasingBreaking Away from Industry ChallengesDriving Impact at Scale in CX and EX with Intelligent Automation4Convenience is a pivotal driver behind the digital revolution

21、 and companies that prop digital options up with consistently great CX can further play the convenience card,improve long-term customer relationships,build referrals,and establish brand loyalty.According to Gartner,technology for customer relationship management is where customer management leaders

22、are allocating a high proportion of their budgets,so return on investment(ROI)on the technology needs to go beyond gathering sales data and customer information.Benefits of investing in IA technology include:Improving scalability,accuracy,and quality of the customer journey:IA can be used to pinpoin

23、t topical keywords in a conversation and assist agents in giving customers the answers they need,and fast.For example,the Talkdesk Virtual Agent utilises AI to help customers serve themselves(effectively scaling operations for 24/7 service)or ensuring the customer is automatically transferred to the

24、 right agent whenever the AI-model detects more difficult issues needing human support.Increasing agent retention:High agent turnover represents the second highest pain point facing UK contact centres in 2022,according to CCW Europes community.With IA driving decision-making and bringing a consisten

25、t approach to repetitive back-office tasks,it frees up agents to plug gaps in knowledge and boost customer value.Flasch,TUIs Head of Technology Customer Contact Efficiency,says:“Re-humanising contact centre training programmes will enable agents to have more fruitful,effective encounters with custom

26、ers.Agents will be more inclined to stay as they will feel appreciated and more confident in their future opportunities within the business.Knowledge sharing reinforces the companys investment in its agents.”Addressing compliance and regulations with confidence:Life sciences,banking,automotive,and u

27、tilities are just some of the industries that follow strict data privacy and compliance rules.IA can leverage automation features to provide a consistent approach to compliance.Talkdesk Guardian keeps remote contact centres secure by uncovering operational inefficiencies and potential compliance iss

28、ues that are unknown to the agent.Reducing workforce costs and improving resourcing processes:IA offers businesses the ability to grow without running the risk of compromising on quality or taxing staff with additional repetitive tasks.IA can also be used to predict conversation volume during certai

29、n periods to assist management in delegating work and managing staffing requirements.Talkdesk found 79%of CX leaders plan to increase their investment in contact centre AI and automation after realising the ROI,service,and productivity benefits.Cultivating relationships with consistent CX:IA can hel

30、p cater to a mass market of customers from various demographics to ensure a consistent experience for every individual customer is achieved,regardless of the channel or touchpoint.Consistent CX is a key component of customer loyalty,and customer loyalty is nothing but empathy led consistent service.

31、Talkdesks Gupta says:“As human beings,we seek to connect with one another to find meaning.Where our digital connectedness is constant,one-to-one human connections and more inclusive experiences are becoming ever more valuable.”The Need,Value,and Benefits of IADriving Impact at Scale in CX and EX wit

32、h Intelligent Automation5Having a well-defined vision of your overall IT infrastructure will help to increase clarity of purpose,organisational effectiveness,and employee motivation when integrating IA into an existing ecosystem.Additionally,understanding how each individual technology(AI,BPM,and RP

33、A)works to maintain your IT infrastructure will ensure you are able to reap the benefits of IA.Gupta explains:“Conversations around IT infrastructure have matured,expanding beyond the single subject of technology to also look at how technology can provide businesses with a competitive advantage.By k

34、eeping the important end goals in mind increases in service rates,pre-empting issues,and empowering agents to resolve issues quickly and correctly businesses will be able to offer better experiences to customers,as well as prepare for future business opportunities.”IMBs report,The IT Infrastructure

35、Conversation,highlighted the importance of a clear-cut IT infrastructure strategy will only continue to grow with advances in big data and analytics,cloud,social and mobile technologies,so CCW Europe Digital and Talkdesk provide three essentials steps for how contact centres can seamlessly integrate

36、 IA into their existing IT setup to improve long-term customer relationships(see Figure 1).IA Implementation:Start with a StrategyFIGURE 1:Processes to Deploy,Embrace,and Scale IA for Maximum ROIPlanIdentify where IA is needed.Is it to improve your omnichannel engagement,workforce management,or qual

37、ity management?Before implementation,businesses should have a comprehensive digital blueprint in place that is understood by all stakeholders and identify where IA offers value.Manage and Implement Businesses need to have extensive deployment experience across a variety of functions such as,CX,IT ar

38、chitecture,technology,and data management,to stabilise and standardise the ongoing performance of IA.EvaluateAs IA technology is deployed,event data and metrics need to be fed back to provide a real-time view of operational improvements and successes.Ongoing audits of IA technology will ensure conta

39、ct centres are set up to offer improved CX,process efficiency,agent productivity,product and service innovation,and all while reducing cost and risk.123“Where our digital connectedness is constant,one-to-one human connections and more inclusive experiences are becoming ever more valuable.”Jay GuptaG

40、lobal Director of Product Marketing AI,Automation,and Analytics at TalkdeskDriving Impact at Scale in CX and EX with Intelligent Automation6IA Implementation:Start with a StrategyTalkdesk Case Study:An IA Solution in Practice Challenge:A car parts supplier was challenged with managing high call volu

41、mes and workflows with a limited number of service staff.In an attempt to resolve this,the company implemented a virtual agent that leveraged AI to help customers answer frequently asked questions such as how to fit a new car part,how to track an order,or simply how to find the nearest store.However

42、,the company found if customers had questions around the availability of new car parts or the latest products or services,the virtual agent struggled to give relevant and precise answers because the AI system had not been trained on it.Solution:The company implemented the Talkdesk AI Trainer solutio

43、n,which leverages IA technology.With the Talkdesk AI Trainer,non-technical service staff could easily apply their practical expertise to the virtual agent and resolve more cases through automation.As a result,the car parts supplier reduced their dependency on having in-house data scientists to progr

44、amme their machine learning models and they improved the accuracy of their customer responses,which increased customer satisfaction and decreased cost per case.Key Insights to IT Infrastructure Growth22%Source:IBMof organisations have a well-defined enterprise IT infrastructure strategy and roadmap.

45、of organisations are successful at collaborating with businesses to provide IT infrastructure solutions to support their business needs.of IT executives say they are successful at developing and maintaining the skills and capabilities needed to meet changing IT infrastructure needs.30%13%Driving Imp

46、act at Scale in CX and EX with Intelligent Automation7As customer expectations grow,fast-moving organisations can gain a competitive edge by using IA to deliver better experiences,improve service,and boost agent productivity.While IA and contact centres have been linked for some time,initially to im

47、prove workflows and reduce costs,now IA is being looked upon as a way to rehumanise contact centres.Rob Allman,Vice President,Customer Experience at NTT Limited,commented:“The fruition of new technology in the CX space is exciting,but the ultimate focus always needs to be on people.“People need to b

48、e at the centre of any CX strategy,with technology in the service of superior customer and employee experiences that create value.”The preference to be served by humans rather than machines is frequently citied,71%of customers said they would be less likely to use a brand if it did not have human cu

49、stomer service representatives available,but evidence shows IA can support businesses to deliver those all-important human experiences.A strong plan for integration also ensures readiness to respond to customers,and if operations are seamless,businesses can better predict how customer preferences an

50、d habits will evolve in future.Striking a balance between people and technology will ensure businesses are able to maximise resources to respond to change while also proactively forming meaningful long-lasting customer relationships.Creating Meaning in a Digital Reality“By keeping the important end

51、goals in mind increases in service rates,pre-empting issues,and empowering agents to resolve issues quickly and correctly businesses will be able to offer better experiences to customers,as well as prepare for future business opportunities.”Jay GuptaGlobal Director of Product Marketing AI,Automation

52、,and Analytics at TalkdeskIf you are interested in becoming aCCW Europe Digital contributor,please get in touchwith Emily Uwemedimo,CCW Europe Digitals Editor and Industry Analyst.Lets discuss how you can achieve business resilience and revival in 2023 by connecting you with your top prospects.Reach

53、 out to our team to find out what activities are available on CCW Europe Digitals event and editorial calendar.Driving Impact at Scale in CX and EX with Intelligent Automation8CCW Europe Digital is the European chapter of the global CCW Digital community.Our focus is on sharing the content that matt

54、ers,providing value-rich content and insight through industry reports,customer trends,best practice,latest industry news,interviews with customer contact thought-leaders,online and physical events,and so much more!By joining our growing network,you will be able to connect,learn and interactive with

55、other likeminded industry professionals and keepup to datewith industry inside advice to help you achieve your business goals.Become a member today to receive exclusive access to our content and regular industry updates.Learn more visitGet in touchAbout CCW Europe DigitalConnect With UsKatie JuddDiv

56、isional DirectorCCW Europe DigitalEmily UwemedimoEditor and Industry AnalystCCW Europe DigitalAuthorContributorsJay GuptaGlobal Director of Product Marketing AI,Automation,and Analytics at TalkdeskHenrik FlaschHead of Technology Customer Contact Efficiency,Customer Insights and Customer Master Data at TUI