Intelligent Automation for Customer Experience Management

Intelligent Automation for Customer Experience Management

  • Pawan Jadhav
  • September 10, 2021
Category: Robotic Process Automation, Intelligent Automation, AI

The Global Pandemic has increased the reliance on technology like never before. A recent global survey of executives by Deloitte shows that over 73% of participants said that their organization has or is on the path to Intelligent Automation. This creates a default need for intelligent systems in every industry. In this article we will throw light on how Intelligent Automation is revolutionizing customer experience (CX).

The first principle to a business is that “Customer is King.” Though different companies have different definitions of customer experience based on their line of business, Harvard Business Review defines customer experience as encompassing every aspect of a company’s offering – both conscious and subconscious. This includes reliability, quality of customer care, packaging, advertising, service features and so on. Customer Experience Management is now a vast field of study. With advancements in technology, companies have leveraged customer insights data to make meaningful business decisions.

What is Customer Experience Management (CXM) and why is it important?

Gartner defines CXM as “the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy.” Good CXM can help you in the following ways:


  1. Increase customer loyalty which translates to better brand value
  2. Profit share through incremental sales from existing customers
  3. New sales through referrals from happy customers
  4. Lower operational costs through customer retention

What is Intelligent Automation?

usecases-3 Intelligent Automation is a cognitive process that uses a combination of Robotic Process Automation (RPA) and Artificial Intelligence (AI) to deliver simplified and automated end-to-end business solutions. Until a few years back, we could only imagine automation in the manufacturing industry. But technology advancements today have entered the contact center in the customer experience space. AI is a buzzword that spikes the interest of many as much as it scares them. But what we don’t often know is that Intelligent Automation is being used to orchestrate complex workflows including email case management, self-service, contact centers AI (chatbots, etc.), banking, and healthcare processes.

Intelligent Automation (IA) in the Contact Center

usecases-3 Microsoft research shows that 90% of consumers expect an online portal for customer service. This shows how important a Contact Center is in a company’s CXM. Using this stat, let’s use a Contact Center use case to illustrate the workings of Intelligent Automation. As more processes get automated within a business, the challenge arises to introduce a personalized touch to serve customers. An obvious question is whether a digital worker can provide personalized services to customers. This is where AI comes into play. RPA enables the AI system to interface with legacy systems or unstructured data sources and access the data thus servicing the customer simulating a human agent.

Where does RPA play a role?

To demonstrate the versatility of this IA system, we can categorize the automated CX events under three groups:


Another aspect of IA backed contact centers is the improved process efficiency which enables human agents with a single-pane customer information interface when interacting with the customer. This helps the agent to provide better service in a timely manner in turn keeping the agents happy thus benefiting the business operating model.

The future of Contact Center: COVID-19 has changed the way we live and do business. Digitization has taken over almost every possible industry – the biggest advantage being the ability to change business models easily to adapt to changing economic scenarios. Chatbots and virtual agents are ubiquitous in the contact center. Intelligent Automation systems enables a richer, faster and more efficient customer experience with a simpler agent experience.