CMOs should consider implementing Business Process Automation (BPA) and Robotic Process Automation (RPA) into the workflow to streamline the customer journey right from customer acquisition to retention.
Presales and Aftersales departments have to operate on stringent budgets and yet have to deliver a top-notch customer experience. Talent shortage and increasing volume in both sectors have widened the gap, resulting in poor customer service experience. Many large enterprises already have embraced automation in their tech stack to minimize operational costs.
Automation is a perfect tool that will help businesses to increase marketing and customer support productivity and save a substantial amount of money. Enterprises need to design and implement efficient workflows that would help to reduce operational costs without sacrificing customer satisfaction. Here are a few ways that businesses can implement to increase the ROI and enhance customer experience.
Design proactive workflows in customer support:
Enterprises need to embrace conversational AI in their business process to push pre-sales and after-sales in real-time. CMOs should consider evaluating and choosing the best automation tools that help to overcome their business pitfalls. Leveraging Artificial Intelligence (AI) and automation in the marketing tech stack will help to efficiently manage the workforce to improve productivity and minimize operations costs.
Upgrade the current technology stack
Businesses need to design vigilant implementation processes to ensure they select the right tools to streamline the pre-sales and after-sales processes. Robust automation tools need to be seamlessly integrated into the IT infrastructure to ensure a frictionless customer experience. It is crucial for businesses to select the right tools to increase marketing and customer support efficiency and ROI. There are many Customer Relationship Management (CRM) tool vendors that centralize the entire customer journey right from the first interaction to the latest conversation with customer service support. The best CRM Software as a Service (SaaS) providers will have all the automation tools that businesses require to increase teams’ productivity. CRM tools with big data integrated will help to get better visibility into their entire customer lifecycle to make strategic decisions that ensure growth.
Also Read: Artificial Intelligence (AI) Challenges in B2B Marketing
Self-serve kiosk
CMOs should consider mapping the entire customer journey through multiple self-serve touch points to minimize the workload on the teams. Making information available will make data accessible to the customers at their convenience. Employees spend most of their time searching and gathering data to reach and help customers. Implementing automation will streamline the workflow to enhance the employee and customer experience. Enterprises need to design customized, efficient self-serve kiosks to ensure customers get a resolution to most of their queries without even speaking to an agent. Self-serve kiosks will assist businesses in delivering a frictionless customer experience right from pre-sales to after-sales.
Implement AI-powered chatbots
Enterprises need to implement AI-powered chatbots to minimize the operational costs in the business. The best chatbots with Artificial Intelligence (AI) and Natural Language Processing (NLP) enable businesses to understand customer sentiment and intent. Integrating robust conversational AI tools to share the most relevant response without hurting the user’s emotions. Moreover, these tools give accessibility to the system at any time to get real-time resolution. Implementing chatbots is an expensive and long-term investment, but for enterprises looking for a long-term solution, conversational AI will help to save money and increase ROI. A robust, customized conversational AI tool will self-learn from the patterns to offer more refined solutions with time.
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