DIGITAL TRANSFORMATION
30 placing them in front of the systems they need to connect , a loose coupling between the organisation ’ s various sources of data can be created . With this in place , organisations can quickly and easily draw the information they need from disparate systems scattered across the business .”
While customer experience was heading there already , the ongoing COVID-19 pandemic has accelerated existing trends towards digitalisation , with knock on effects for how customers experience products and services . “ Consumer reliance on digital services has soared . As the demand for these services has risen , so too has the expectation for those services to offer a sophisticated , connected experience ,” says Fairclough . With the twin pressures of increased demand and increased expectations , organisations of all stripes have had to turn to automation technologies to thrive . “ From contact centres to hospitals , to government agencies and humanitarian organisations , RPA turned out to be one of the only tools in the toolkit to respond to the impacts from the crisis ,” says Duddridge .
“ As the demand for these services has risen , so too has the expectation for those services to offer a sophisticated , connected experience ”
— Ian Fairclough , VP of EMEA Customer Success , MuleSoft
It ’ s also highlighted the importance of understanding in customer experience , as Whittington explains : “ The CX empathy approach is a major asset to retaining customers and forging the potential for new sales as well . Where , during the pandemic , businesses needed to put their focus on supporting customers through economic uncertainty rather than simply trying to upsell , empathetic treatment
JANUARY 2021