How an Automation-First Strategy Delivers Better Human Support

Intro

The notion of a clash between live support and automation is greatly exaggerated.

The idea that human agents and artificial intelligence (AI) couldn't coexist has been relatively common for years. This misconception partly results from the concern that automation will simply serve to replace people. Contrary to this, Harvard’s research indicates that the introduction of automation will not just erase jobs - it will transform them. Moreover, customer-facing roles still demand the unique qualities of empathy and creativity that AI lacks.

This myth not only hinders effective customer experience (CX) strategy planning but also creates a missed opportunity for businesses.

Instead of viewing live agents and automation as conflicting entities, businesses should recognise the potential for a win-win scenario. Forward-thinking leaders should explore how technology—specifically AI and automation—can serve customers while enhancing the capabilities of human agents.

An automation-first strategy dispels fears and ensures a superior human support experience, allowing businesses to leverage their human resources wisely.

Understanding the Automation-First Strategy for Enhanced Human Support

"Companies that employ technology, such as automation, to improve their customer experience can cut service expenses by up to 40%.
- McKinsey"

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But to truly take advantage of the opportunity, companies need to adopt an "Automation First" mentality that goes beyond conventional operating approaches and completely embraces automation-centricity.

What does this actually mean, then?

Today, we often assemble a group of individuals to oversee a certain task, such as handling service requests or processing insurance claims.

We typically begin by identifying tasks that can be automated, assessing the implications for the organisation, and devising a plan to adapt to this change.

Once we've sorted that out, we'll look at what our team can do with their extra time after some tasks are handed over to technology.

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Now, imagine flipping this traditional method with an Automation First mindset. Here, automation takes centre stage from the get-go.

1. Picture the initial step as a query: Consider the fundamental operations that can be automated using rule-based robots programmed for specific tasks. What aspects can we streamline to enhance efficiency?
2. Moving on, we delve into more intricate tasks, those with higher exceptions. How can cognitive agents with pattern recognition capabilities automate these complex processes, freeing up valuable human resources?
3. Lastly, we identify operations that are too intricate for digital labour and require human expertise. Where does the human touch remain indispensable in our automated landscape?

This approach caters to an Automation First mindset, encouraging a strategic and thoughtful integration of automation across the board.

Use Case - UBER

Let's delve into a practical illustration of the Automation-First Strategy by examining Uber's journey. Instead of opting for a traditional call centre approach for customer support, Uber embraced an Automation First mentality.

They understood that non-voice customer service could be just as effective, allowing them to scale globally with ease.

And guess what? It worked like a charm.

Now, not every enterprise can replicate Uber's approach, especially when it comes to replacing existing call centres with automation tools. However, most enterprises can tap into Automation First principles to revamp their customer service game.

The goal?

A solution that's not only more efficient and productive but also sparks creativity.

The crux…

Adopting automation first thinking sparks innovation, encouraging businesses to envision new possibilities. It allows you to – think differently and think big.

Suddenly, you're not just solving problems; you're crafting a whole new approach to meet business needs.

So, whether you're a giant like Uber or a smaller player, the approach opens the door to thinking big and achieving more with automation.

Strategies for Infusing Human Touch into Marketing Automation for Optimal Results

It's crucial to adhere to best practices in order to benefit from marketing automation's advantages completely. To help you expedite the procedure, we've outlined some essential tactics.

Customer segmentation: precision over pervasiveness

Automation frequently has a broad reach, but for a truly personal touch, begin with careful customer segmentation. Recognise the requirements and preferences of your audience and adjust your messaging accordingly.

Instead of making a t-shirt that fits everyone, think of it as making a custom suit. Recent studies show businesses segmenting their email campaigns generate 760% more money.

It's critical to comprehend how to promote to your target market for the following reasons:

• Choosing proper goals,
• constructing sales funnel-guiding attractive messages for consumers,
• predicting consumer behaviour,
• creating more efficient automation processes.

ALSO READ: How to Identify Your Customer Pain Points

Map customer journey

Tracking the customer's journey is a crucial facet of both the buyer's journey and the formulation of a workflow automation strategy. This mapping exercise is instrumental in pinpointing pivotal touchpoints and openings where marketing automation can elevate customer engagement and foster loyalty.

The buyer's journey spans the complete trajectory from initial brand discovery to establishing a loyal customer relationship. Distinct stages mark this journey:

1. Awareness
2. Consideration
3. Decision
4. Customer retention and advocacy

By comprehending each stage thoroughly, your team gains insights into how marketing automation seamlessly intertwines with the entire buyer's journey. This understanding opens avenues to strategically integrating automation workflows, simplifying processes and amplifying the enhanced customer experience.

ALSO READ: From Leads to Sales: Demand Generation Best Practices to Boost Conversions

Self-service online library

When customers have inquiries, they anticipate prompt solutions. Being kept on hold for even a short stretch, like 5-10 minutes, is a definite NO. What they want is quick access to answers, ideally without having to engage with a team member directly.

That's why numerous companies are adopting the trend of establishing a self-serve online library.

Image source: Eachnight website knowledge base.

Take a cue from companies like Eachnight—they've smartly adopted a self-serve online library. Picture this as your go-to resource hub where customers can uncover answers on their own terms and timeline.

The beauty here is twofold:

• customers get what they need when they need it, and
• The customer support team isn't caught in a loop answering the same question 30 times a day.

A well-structured knowledge base significantly reduces the volume of incoming calls, providing customers with a quick and efficient means of problem-solving. This not only streamlines customer support operations but concurrently elevates overall customer satisfaction.

It's a win-win.

BONUS TIP

Now, if you're itching to replicate this success, here's your game plan:

• Round up those frequently asked questions.
• Dive into conversations with your customer support team—pick their brains on the questions that just won't quit. That's your goldmine for building a knowledge base that not only saves time but elevates customer experience.

Image source: Eachnight website knowledge base.

Use integrated marketing automation platforms.

When executed properly, automation can serve as a budget-conscious and time-saving solution for enhancing customer outreach and revenue generation.

The catch? It's a team effort.

You've got to sync up and team up across your entire organisation. Craft a unified marketing strategy across channels such as your website, social platforms, emails, and more to give your customers a seamless, hassle-free journey.

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Think of it like this: with a top-notch automation platform, your sales and marketing team gets a 360-degree view of your potential and existing clients.

Why does this matter?

Well, it ensures that everyone on your team is on the same page. No room for mixed signals or confusion that could throw off your customers. It's all about delivering a unified, crystal-clear experience that keeps your customers smiling.

ALSO READ: Automate Customer Management with CRM: Streamlining Your Business Processes

Balance human and machine elements.

Don't let customer service automation come across as distant, robotic or stiff. Even in the world of automated marketing, sprinkle in that human touch to truly connect with your audience.

Studies show that 79% of people prefer dealing with real humans when sorting out customer service. They crave empathy, understanding, and that feeling of being listened to—things automation alone can't quite nail.

• Begin by ensuring that all configurations are accurate and your operations are based on a clean dataset.
• Next, infuse your copy and design with your brand's personality and values. Refrain from using corporate jargon and toss in a bit of humour when appropriate. The goal is to create a sense of delight and connection.
• Take for instance, chatbot scripts. They don't have to be soulless and stiff. Instead, opt for engaging copy that maintains a friendly tone while also being concise and easy to navigate. The emphasis should be on making it more like a conversation rather than reading a manual.

BONUS TIP

Here's the trick: know when to let the machines do the talking and when it's time for a human touch. For instance, use automated responses for routine inquiries, but reserve human interaction for complex issues or personalised client engagement. This ensures a balance between efficiency and genuine connection in your interactions.

ALSO READ: Customer Engagement and Retention Through Data-Driven Marketing

Do not ‘set and forget’

So, you've hit the play button on your automated marketing campaign. Nice, but here's the deal: implementation is just the beginning.

To effectively evaluate the success of your campaign or identify areas that may require improvement, it's crucial to delve into the outcomes.

Familiarise yourself with analytics to monitor performance closely and extract valuable insights.

To achieve optimal results, it's essential to refine your approaches based on key performance indicators (KPIs) provided by reliable analytics tools.

Think of these KPIs as your campaign's personalised scorecard, offering insights into its overall performance. Regularly assessing these indicators allows you to gauge how well your campaign is meeting its objectives.

Here are some metrics to keep an eye on:

Image source: https://www.customerly.io/

• Open Rates: It's the percentage of folks who popped open your email.
• Click-Through Rates: Measures the percentage of visitors who hit that link in your email.
• Conversion Rates: The visitors took action, like making a purchase or filling out a form.
• Bounce Rates: Measures the percentage of undeliverable emails.
• Unsubscribe Rates: The percentage of folks saying "peace out" to future emails.
• Return on Investment (ROI): The real deal—how much cash your campaign pulled in versus what it cost to run.

It's like having a dashboard showing you the backstage of your campaign—how many cheers, clicks, and cash it's pulling in.

Key Takeaways

“Data + Human Approach = Automation Success”

To fully embrace an "Automation First" mindset:

• Prioritize Outcomes: Keep your eyes on the prize—think outcomes. What do you want to achieve?
• Automate Smartly: Anything that makes sense to automate, go for it. But remember, not everything should be automated. Choose wisely!
• Establish Supporting Systems: Build systems that back the human support enhancement mindset shift. Empower your team to be the architects of automation ideas.

Think of automation like caring for a car engine. Regular check-ups are essential to ensure it's running smoothly.

Ask yourself:

Are your emails hitting inboxes or getting lost in spam folders? Are they sparking the engagement you desire? Perhaps it's time for a tweak in the copy or visuals.

Regular tune-ups keep your automated processes in top shape.

That being said: "Automation First" doesn't mean "People Second." Quite the opposite!

In fact, people can now find better occupations because of business automation. All the repetitive, tedious duties that can be automated are no longer necessary for them to complete. This way, it opens up exciting chances for creativity and innovation.