Can RPA help you improve the customer experience for your brand?

January 25, 2021

The answer to the question in the title is “Yes.” Automation of several customer-facing tasks improves #business efficiency, hence customer experience.

Robotic Process Automation (RPA) is one of the fast-growing segments that drive innovation across marketing, streamlining CRM, and improving every Customer Experience.

Great User Experience is the key to any business success. As business technology RPA automates the highly repetitive and routine tasks generally performed by the knowledge workers. The employees’ free time can be used for more value-added and user-facing tasks. For example, American Fidelity reduced huge human hours of manual tasks through RPA. The drag-n-drop features of RPA solutions like UiPath motivated employees to complete tasks they never wanted to.

Most companies see a positive return on investment within 18 months of RPA deployment.

The improvement areas:

Streamlines Marketing Operations:

It reduces human error by eliminating copy-and-paste mistakes from entering the same data into multiple systems involved.  The bots complete tasks faster resulting in:

  1. Operational excellence
  2. Cost optimization
  3. Competitive edge

Increases Customer Engagement:

AI-powered process mining helps the sales force to have customer historical data at hand resulting in:

  1. Increased response time
  2. Streamlined service
  3. Accurate reporting/content
  4. Enhanced productivity and decision making capability in coordination with the bots.
  5. Improved turnaround time
  6. Maximize the customer lifetime value

Improves Order Processing:

  1. Common fields capture: Customer contact information, invoice totals, and items ordered are captured and stored in a database.
  2. Notifications: Responsible person gets a notification on fulfilment, follow-ups, etc. This ensures the speed of processing and customer acquirement.

Improved workflow: 

RPA in combination with machine learning helps companies to perform higher-order tasks with Artificial intelligence (AI.) The rule-based decision making capability of AI and standardised workflow removes silos and improves user experience. The improved efficiencies and transparency and reduced dependencies (in case of attrition) empower teams to bring in solutions to any business problem. For example, RPA with machine learning helped Fidelity emails tagging and rerouting to the proper channel. The processing speed was decreased from 45 hours to just 3 seconds.

What are the results?

A good RPA solution can help you identify the requirement and implement it as per your business need.

Interested to discuss more, please feel free to contact the author at ashish.bhalla@dbp.com.sg

About Ashish Bhalla

Ashish has almost 30 years of industry experience in a wide range of business solutions primarily focusing on end-to-end customer experience management. He is the founder and CEO of Digital Business People (DBP), an omni-channel customer experience management company headquartered at Singapore with it’s development and delivery centres in India.

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