- agents asking the same questions at each contact and being resold something you have already bought ? Automation keeps customer-facing professionals at the top of their game , alerting them to changes in a customer account and when they need to take proactive action .”
Alongside RPA , other technologies are proving highly valuable in the sector . Take machine learning , for instance , capable of emulating human approaches to things like optimisation . “ While most companies think A / B testing is the ultimate way to sort through lots of ideas and find the winning ones , traditional testing is simply inadequate to help you find that needle and especially if the goal is growth ,” says Scharff . “ AI-driven optimisation , on the other hand , focuses on the goal itself and not a specific test or experiment . It can evaluate thousands of user experiences and find the needle , fast — and then find it over and over again in every new haystack you encounter .”
Another important trend has been in getting human employees the data they need to deal with customers most effectively , with application programming interfaces ( APIs ) being key to this . “ They play such an important role in enabling organisations to deliver the connected experience that customers increasingly demand ,” says Fairclough . “ To get around their data integration challenges , many organisations have been experimenting with APIs . By
29 technologymagazine . com