In the era of business processes automation, many companies lose their competitiveness because of ineffective customer service systems.
Access to mobile technologies and Internet has now created a new type of customers that are more aware of their decisions. They leave behind thousands of traces in browsers, applications and transaction systems. This is a marketing challenge to follow up the new, technological tools to keep up with customers.
Many businesses owners ask themselves: I have a well-functioning company, I have a base of many potential customers interested in the product, I have loyal, experienced employees. But I do not have …profits. What is the problem?
Why my company is not developing?
The most common problem is the lack of management system for communication with customers. Sales and customer service employees work on their own, non-integrated Excel databases, enter orders manually in paper form, are not settled for working time or effectiveness of their work, have no sales targets. What’s worse, their conversations with customers are not under any control and the quality and effectiveness of these conversations are not monitored. In such conditions it is difficult to achieve profits. And yet there are automation tools on the market that can easily solve such problems.
It may also be, that the company has just reached such a scale of contacts with customers that there will be no progress without automation and support of management systems. The company loses time and money for ineffective activities. This problem can also be solved quickly and at a relatively low cost using solutions available on the market.
The main reason for the development of automation
There is no need to convince anybody that today’s customer is a demanding customer and expects quick and efficient service. According to the research, one of the reasons why automation is developing so fast is the fact that 82% of customers want the seller to be available when it is needed, and not on the terms set by the company. Customers want to be able to shop at any time and place – they expect the company’s “sales availability” 24 hours a day, 7 days a week. That is why companies are implementing automation tools, that allow customers to self-service, thanks to which they can shop whenever they want, get answers to their questions when they need it, even after store’s opening hours. Such solutions directly affect customer satisfaction and sales growth. Not only customers are satisfied, also customer service employees will benefit from such solutions. Thanks to the automation of some of the simplest and repeatable processes, employees will be able to focus on complicated customer inquiries.
Measuring the profit generated thanks to the implementation of automation tools
The profit generated thanks to automation tools can be measured in various ways:
First of all, it may be related to limiting the manual work performed by sales, customer service or marketing departments employees.
Secondly, this profit may also be related to the acceleration of customer service processes or the reduction of call center service costs.
However, most often the profit is a result of increasing the conversion of e-mail communication, social media or a website.
How does automation affect the company’s financial results?
In the classic model, money spent on customer service is perceived as a cost. In the new model, which uses modern technologies and automation, it is an investment that will pay off within a certain time.
On the basis of research and observations, it can be seen that company’s sales increase in the first months after implementing automation tools in some customer service areas. Thanks to the introduction of monitoring and full control of conversations between the company’s employees and customers, the effectiveness of calls increases. What’s more, the company knows all the expenses of customer service processes. This allows you to continuously optimize the costs of acquisition and retention of the customers.
It is also worth to mention that companies recording large sales growth have better organized communication both in the sales area itself, internal communication between departments, and external communication with customers and suppliers. The company can improve communication by using modern technologies and automation.
Automation also enables the companies to innovate and grow by increasing their efficiency, reducing complexity of systems and operations and creating opportunities for continuous experimentation with new products and services.
Research shows that the use of analytical tools in combination with automation is the future and growth in sales. Using those tools you can improve the results in many areas right away. This new trend is also confirmed by the company’s expenses forecast, which shows that in the next 3 years, a three-digit growth in the segment of innovative analytical sales support tools is to take place. The largest increase (139%) in the category of artificial intelligence. Slightly smaller increases in the field of predictive analysis (118%) and tools for sales processes automation from customer inquiry to transaction (115%).
Automation is currently used in many industries creating a new value for companies and employees. More and more companies and their employees are aware of the fact that without modern technologies and continuous development, the company has no chance of survival on the market. Some time ago, costs might have been a barrier, but today the price of automation tools have reached a level where this technology is no more available only for the chosen ones.
There is no turning back from automation. If the company wants to be competitive, increase its value and effectively acquire customers – the implementation of automation is crucial and necessary. So, answering the question posed in this article – will companies be able to grow without automation? – the answer is “NO”.