DIGITAL TRANSFORMATION
28 up . “ An experience that delivers results today , such as lots of conversions , may no longer move the needle next month , or even next week . Companies should ingest engagement data and design great experiences based on that information , but they must also deploy predictive modeling so these experiences evolve over time .”
Increased automation need not represent a lack of care for the customer , however , and can instead improve customer ’ s attitudes . “ It can negate the need for customers to take multiple manual steps such as filling out multiple forms , or engage with several stakeholders within the organisation during their digital journey ,” says Ian Fairclough , VP of EMEA Customer Success , MuleSoft . “ It ’ s therefore no surprise that automating as much of the customer ’ s journey as possible is a hallmark of ‘ digital native ’ organisations , such as fintech challengers .”
Lee Whittington , customer experience consultant at Pegasystems , concurs : “ Without automation , businesses have to take an old-school approach to customer interactions . Do you remember carpet bombing
“Automation keeps customer-facing professionals at the top of their game ”
— Lee Whittington , Customer experience consultant , Pegasystems
JANUARY 2021