Is Your Business Leveraging Digital Workers as Part of the CX Automation Strategy?
In this article we will be discussing Digital Workers, their definition, how to use them to optimize your cx automation strategies and how to cash in on lost revenue due to poor customer experience.
First lets start with some sobering stats on the lost revenue due to an under optimized customer experience strategy:
- American companies lose roughly $1.6 trillion per year because of poor customer experiences that drive their customers to buy elsewhere. (CMSWire)
- Over two-thirds of customers are what’s called “serial switchers” – customers who will change to a different brand solely based on a lackluster customer experience. (Forbes)
- 90% of shoppers report a suboptimal experience when trying to get customer support on their mobile device. (Software Advice)
It’s no secret that today’s shoppers crave a consistent, seamless customer experience when they interact with a brand.
However, many businesses have not been able to create the back-end framework and automation required to support customer expectations at scale.
Posting FAQs on a website and sending inquiries to live agents with long wait times, for example, are not doing businesses any favors.
Without a scalable approach to cx automation, companies can expect to hemorrhage revenue and customer loyalty.
However, chatbots alone cannot handle complex customer inquiries. Having a conversation with a customer is one thing; helping a customer walk through a promotion or process a return is quite another.
So what’s the next step?
Businesses need to automate the customer experience further through the use of high-fidelity Digital Workers.
What Is A Digital Worker?
In the recent past, a digital worker referred to a person that managed digital workflows. Today, the definition has changed to refer to a piece of software that performs processes alongside (and in support of) human workers. These digital workers are able to quickly learn and understand customer conversations and resolve more than 90% of customer inquiries – without the need to engage with a live agent. Employing a combination of automation and artificial intelligence (AI), each digital worker supports an end-to-end process. For any given business, there will be a large number of use cases – each of which has its own digital worker.
Tracking orders, processing returns, supporting promotions, and locating a store are all examples of customer experience digital workers in the retail space.
Linc has recently announced the addition of a real-time promotion support digital worker.
This digital worker enables retailers to immediately resolve promo code questions within their customer chat experience.
The digital worker known as the “promotions support digital worker” can answer the following questions for customers:
- When will the offer expire?
- Can this coupon be applied in store?
- Can this promotion be applied with other offers?
- Can this offer be used on sales items?
- Why won’t this promotion work on this product?
Why Are Digital Workers So Critical For Your Business?
It’s clear that digital workers can save any business time and money.
By offloading customer interactions onto a digital process, businesses can reduce their costs and increase efficiency.
They’re important for customer experience because today’s customers are laser-focused on personalized, 1:1 interactions.
Historically, personalizing real-time conversations has been a tough nut to crack without human interaction. Personalizing email messages can be done with access to CRM data; website personalization would be based on browsing history.
However, both of these processes can be done upfront – not in real time.
Today’s digital workers need to have the level of sophistication required to support personalization in real-time conversations.
One critical function of a digital worker is to be able to infer sentiment from customers. Reflect back on chat conversations you’ve had in the past – or those you’ve heard about. You or a friend may be getting increasingly agitated with a chatbot.
While you’re expressing it in the chat, the message is not getting through.
Digital workers must be able to process conversations like a human and infer sentiments like negativity, frustration, and gratitude.
They should understand a wide range of dialog cues both in the text and also through emojis. By inferring sentiment, digital workers can accurately mimic the interactions customers might have with humans.
Understand Past History
The fact that an automated process can interpret the emotional signals of customer communications is a huge step forward. However, that’s only one piece of the puzzle. To create a positive experience, digital workers must also be informed about the customer’s historical interactions with the company.
Digital workers need to be seamlessly connected with the business’s customer relationship management (CRM) platform. Armed with this data, the digital worker will have situational awareness on the customer – where they are located, what their purchase history is, what their browsing history is on the website, and any other digital worker interactions they’ve had.
When a customer engages a digital worker for a return, the digital worker can access recent purchases and ask which product the customer is referring to.
If a customer is looking for in-store locations that have a specific product, the digital worker can access their current location. And if a customer has recently had several negative interactions with the brand, the digital worker can even choose to escalate to a human.
Handle A Wide Array of Queries
In order to be most effective, digital workers need to cover broad topical areas of any given business. They’re not just one-trick ponies that answer a single question. IBM’s Ocash, an order-to-cash digital worker, works as a customer service agent, a billing representative, a dispute resolution specialist, and a cash applicator.
Digital workers must take customers through the entire customer journey, rather than providing support on one specific question. By taking a 360-degree view, digital workers can mimic – and in many cases improve upon – online customer interactions.
Digital Workers Are Radically Shaping The Future of Online Customer Conversations.
Customer demand for superior shopping experiences is ever-increasing. However, there is a limit to the amount of live agents a business can afford while staying profitable.
Digital workers can help businesses scale to meet demand without the high cost of human interaction.
Want to learn more about Linc’s suite of digital workers and how they might support your company’s goals?
We’ll walk through all your specific use cases for digitized customer interactions and show you how Linc’s digital workers can increase efficiency, reduce costs, and drive customer loyalty.