Customer experience is driving the path of digital transformation for enterprises, but it’s not a straight path. Digital transformation tends to be a strategy with a lot of bumps, twists, and turns, but automation can help ease the transition and allow for a more seamless process of getting there.
Digital transformation efforts generally occur in a disconnected way across an organization. Executives may approve a big investment, but the implementation happens in silos and sometimes lacks the bridges necessary to connect it all for a consistent experience. What is supposed to be a smooth, easy customer experience instead feels a bit disjointed because even if each component is working well, they may not be working well together.
Part of the challenge is that leaders tasked with executing digital transformation processes may be dealing with different objectives across sales, marketing, and operations, as well as IT and product development. There’s a high expectation for a holistic and interconnected organization, but the reality is that creating an experience across in-store, voice, video, messaging, web, mobile, chat, and apps is a bit complex.
Adding to the pressure, customers aren’t likely to be patient while an enterprise sorts through their digital transformation mess. Instead, they’re probably going to spend money where they have a satisfying and convenient experience.
Enterprises investing in cloud solutions to address customer experience are finding the technology to be great at a specific aspect of the experience, but none are equipped to handle the range of services necessary. In order to fill those gaps, more solutions are piled on until there is a web of disconnected apps that aren’t integrated.
Manual integrations won’t cut it; these solutions require continual monitoring and updates by IT. They are costly and cumbersome and don’t offer the speed necessary to keep pace with the agility demands of a customer experience-focused strategy.
Automation is the necessary step to delivering an experience where a customer can stop or start at any point and experience consistency at any touchpoint. Automation for integration and business processes that deliver end-to-end applications of policy are the key to gaining a competitive edge through customer experience.
Most organizations are familiar with automation, because it has been used in siloed settings. Now, automation is speeding and refining digital transformation through intelligent integration platform as a service (iPaaS) that allows enterprises the vehicle they need to truly accelerate the development of new application and data integration.
Automation allows for processes to be easily connected so that sales, marketing, and customer service are all working with the same, up-to-date information. The end result is that there’s never a missed opportunity to satisfy a customer’s needs.Automation equips the enterprise for connection and communication across all platforms and applications, allowing for limitless possibilities to improve the customer experience. For more information, contact us at Cory Communications.