And he’s not alone.
In other words, this is what we all need to understand about automation in customer support. You’re automating it for the people. And it can’t be feast or famine. It needs to be just right. It needs to be nuanced.
And when it comes to automation there’s one rule of thumb: Automation is great, if – and only if – it brings you closer to your customer. Anything else is a bad move.
So how do you know what to automate and what not to?
Well, this easy to follow checklist is the perfect way to get you started.
1. Understand Your Product
It all comes down to your business and product. Is your product easy to implement? Or do you usually have to walk your customers through implementation? Are you B2B or B2C? How’s your customer service team organized? Do you have physical stores or is everything online?
These are all relevant questions you should be asking yourself at this point. If you have a complex product you need to make sure that automation doesn’t stand in your way. You want it to be the source of simplicity and efficiency not of frustration and negativity.
A good example that I like to give is Bang & Olufsen, the Danish high-end consumer electronics company that designs and manufactures audio products, television sets, telephones, and so on. So basically their traditional customer base is people walking into the store and talking to the person they bought the product from. I mean, if you’re going to spend 10k-20k in a TV set you might as well talk to a human to make sure you’re making the best choice and that you have excellent customer service in the future.
However, more recently, Bang & Olufsen diversified and released a new line of products called B&O Play where they are selling headphones and speakers to a younger audience at a more affordable price. So, in this case, they had to flip their model. These new products are simple, easy to use, and highly scalable, and their target audience loves automation. In the end, to deal with scalability what they did was to keep providing excellent customer service by having human agents while using AI to make those agents much more efficient.
So, in the end, it’s all about the product you’re selling and who you’re selling to, which brings me to the next point.
2. Know Your Audience – Age And Geography
3. Analyse Your Common Queries
4. Find The Perfect Tools
5. Automate What You Can