How Automation and Customer Experience Go Hand in Hand

Gladly Team

Read Time

6 minute read

In a hyperactive ecommerce contact center, every second matters. Service agents, the heroes behind exceptional customer experience, need to react to requests, direct the flow of information, and properly address customer dilemmas at rapid speeds. While they’re on a time crunch, they’re also expected to provide effective solutions.

Within your customer support platform, your Support Heroes need access to automations that can help them streamline the process. In particular, rules and routing help both individual heroes and managers more directly control the flow of information and customer conversations to create faster, more responsive experiences. Automating these flows can significantly decrease the time between when a customer reaches out with an issue and when a hero can reach a solution.

Routing a Path to Success

From the moment a customer reaches out for support, your heroes need to be equipped to serve them effectively and quickly. The last thing you want is a circuitous journey to solve simple issues, especially time-sensitive ones. Automated routing, when it’s done correctly, gives support teams direct control over the flow of information while also assigning certain queries to certain heroes based on their availability and skill level.

When using a system like Gladly, team members can set up routing to determine exact pathways of customers based on the underlying factors of their request. This can include channel choice or purchase type, as well as important factors like request urgency, which can add priority in the routing process.

Routing also takes into account which channels a hero is active on and how many customers they’re currently juggling. This can range from creating queues based on wait times and needs to more complex criteria, like shopper sentiments and purchasing history. Beyond these applications, intelligent routing like People Match delivers the customer to the most efficient resolution by selecting the best Support Hero to address their concerns.

Getting routing right is critical to setting up your heroes for success. At the same time, routing enables a more streamlined customer experience that doesn’t add unnecessary wait times or leave shoppers without a resolution.

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Setting the Rules of the Game

With rules set up to instantly solve repetitive support tasks, you can cut down on bottlenecks that would otherwise diminish the quality of the customer experience. By adding automation, these responses can improve customer experience by handling spikes in volume, ensuring tasks stay on track, and freeing up heroes to tackle more pressing customer needs.

Take for example a multichannel brand’s SMS automated responses. When a customer attempts to contact support via SMS (a popular choice for younger shoppers), they’ll be routed to an SMS-active hero in the queue, as mentioned in the previous section. But if all heroes are busy and SMS support is unavailable, it becomes necessary to inform the customer of the situation as fast as possible. In this instance, companies can designate a rule that automatically responds to the customer, confirming receipt of their request, and assuring them they’ll be contacted as soon as possible.

Across numerous potential use cases, these proactive actions help support teams save time, money, and improve customer satisfaction (CSAT). Rules separate queries that require manual input versus automated tasks. This ultimately improves relationships with quick responses that allow heroes to save valuable time and resources while the customer experience is unaffected.

Planning for Automation and Customer Experience

With all that can be done through automation, any customer support system that isn’t taking full advantage of this tech is undercutting their heroes’ potential. These automation tools expand the capabilities of a support team to be more agile, responsive, and above all in control of their work.

By equipping your teams with a platform capable of implementing routing and rules, you’ll unleash their ability to serve shoppers far more effectively, fostering the kind of customer experience that will keep them returning time and again to a truly excellent brand. To learn more about People Match, schedule a demo.

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