Automation
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INTERACTION AUTOMATION

Communicating with customers in the way they choose
Two people hold cell phones & text with chatbots, a preference identified by interaction automation

The changing face of customer interactions

The digital, connected customers of today have a variety of options to interact with businesses. Be it on the web, social, mobile or emails, they decide how they want to communicate. People often reach out to business due to some issues or complaints they may have. The response time in such cases is a critical factor in customer satisfaction as customers want quick resolution with minimum human interaction.

Today’s businesses  struggle to stay relevant with changing technology, which leads to poor customer experiences and eventually, high churn figures. It’s imperative that businesses allow customers to choose the communication channels they are most comfortable with and ensure interfaces are flexible enough to cater to this need.

Interaction automation focuses on intelligently automating customer-facing processes. In other words, communication-based automation through interaction bots enables modern-day businesses to chat with their customers. This also leverages automation to trigger back-end activities.

Interaction bots incorporate key intelligent components such as natural language processing and machine learning to help understand customers better. Making machines understand context, emotions, sarcasm and other complex human attributes is an ongoing learning exercise. This level of insight and understanding that a machine can achieve- which humans have always been able to do- is what makes interaction automation the future of customer interactions.

Type of bots vs. business complexity

Regular chatbots

These are meant for rule-based interactions where bots answer simple queries based on frequently answered questions, most of it based on the existing knowledge base

Interactive chatbots

These bots tap into the business database, knowledge repository and use machine learning algorithms such as natural language processing (NLP), deep neural networks etc. to understand the context of the interaction to help customers and also trigger relevant back-end activities to carry out transactional processing, like order placing

Messaging bots

These are text-based interactions using modern methods of communication, such as text-based apps that are already found in customers’ phones. This reduces the dependence on complicated technology for communication and help carry out the conversation seamlessly at customers’ convenience

Virtual bots

This type of bot uses voice-assisted apps and tools supported by machine learning (ML) to help customers in query resolutions, giving way to a new era in business communication

Industries and verticals who can benefit from robotic process automation

A win-win situation

Interaction automation can be applied to all industries and verticals. Here are a few advantages of an interaction bot, both from a customer and a business perspective.

Customer perspective:

  • Customers prefer digital modes to traditional modes of interaction
  • Chatbots are able to engage with customers in a natural way
  • Multiple customer requests can be handled by a chatbot at the same time
  • There are no time restrictions - chatbots can be made available 24*7
  • Chatbots ensure better response time, leading to better customer satisfaction
  • They help customers self-serve more efficiently

Business perspective:

  • Chatbots are cost effective and efficient
  • Chatbots are continuously learning which leads to better interactions in the future
  • Chatbots offer data points that can be leveraged across the customer lifecycle
  • They reduce the effort on agents by smart classification of queries
  • The employee workforce can focus on upscaling opportunities for more wallet share
Call center agent assisting customer

Here’s how it works

At the core of these bots, there are machine learning algorithms, along with NLP and deep neural networks which help these machines in their customer interactions. Using artificial intelligence, these bots are capable of understanding data in any form, be it text, image, voice, or video.

Depending on the customer journey and the stage of the interaction, a number of interventions can be provided through chat bots, virtual agents or even RPA at the back-end, triggered by the front-end activities. While interventions are provided at crucial points of the journey, we do not want customers to be stuck or trapped with these interventions and they are always provided an alternate option to switch to a different mode of interaction. Our solution is designed in a way to help customers smoothly transition to another channel or human intervention when required. While doing so, we ensure that the entire interaction history is provided as a background to the agent in order to avoid customers repeating themselves.

The interactions can either result in instant resolution or in some cases (placing a request for order, cancellation, documents receipts), the chat bot triggers the RPA bot to carry out the back-end activities of the actions. This not only improves the turnaround time but also reduces the human intervention and enhances customer satisfaction.

In an ideal world, we see these bots augmenting human workforce by eliminating their involvement in mundane, rudimentary tasks and focusing more on value activities.

Bots and Brains at the heart of customer service

Bots&Brains at the heart of customer retention

At HGS, we provide an omnichannel customer engagement strategy and personalized deployment of our solutions. This seamlessly bridges any bot-brain gaps and drives real outcomes.

Our bot-assisted interactions, combined with our expertise on live chat, helps resolve your customer queries in the best possible manner. Chatbot development uses the collective synergies of artificial intelligence, machine learning, and natural language processing to inspire customer loyalty and satisfaction and drive increased conversions.

Intelligent automation-related services

HGS Digital provides end-to-end automation services.

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Automation Strategy

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Robotic Process Automation

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Business Process Reengineering

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Cognitive Automation

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