Thankful

5 Tips For Balancing Automation & Personalization

McKay Borbon | Content Marketing Manager


Editor’s note: Watch Reyna Juan, Thankful’s Director of Customer Success and Deployment, speak at the 5 Tips For Balancing Automation & Personalization Tech Masterclass to learn more. 

 

The benefits of automation in CX are high; it enables businesses to scale while simultaneously decreasing workload and repetitive tasks. With all the time saved and efficiency gained, it’s no wonder executives are seeking out automation solutions. 

 

As the adoption of automation becomes more widespread, some CX leaders are wondering how the personalization of customer experiences will be impacted. The truth is that AI automation can help to deliver more personalized service experiences at scale, while proper policies and practices can ensure the level of personalization remains relevant. The key is balance!

 

To deliver personalized experiences while relying on automation, follow these 5 tips. 👇

 

1. Customer-Centric Policies

It’s simple; the more customer-centric your policies are, the happier your customers will be. In fact, companies that take a customer-centric approach are 60% more profitable than companies that do not.

 

When leveraging automation, the focus should be on your customers. Before starting the implementation process, take a deep look at your policies and ensure they are meeting your customers’ needs. 

 

2. Collect, Pull In, and Analyze

Customer Data

To deliver a truly personalized service experience, responses and actions should be tailored to each individual customer. Data such as lifetime value, geography, purchase history, and contact history provides valuable customer context for well-informed service interactions. To meet today’s standards for personalized CX, it’s crucial to leverage automation tools that not only access customer data, but tailor engagements accordingly. 



3. Align Automation With Your Brand

When implementing automation, seek out tools that will enable you to build brand-aligned response flows that remain consistent with your brand language. Here’s why. 👇

 

90% of consumers expect to have a consistent brand experience across all platforms and channels - customer service is no exception. It is an important extension of your brand as it demonstrates company values and differentiates your business from competitors. When a service interaction remains true to a company’s brand, it builds trust and feels more personal.

 

4. Understand The Results of Your Automation Decisions

This tip is major! 

 

By understanding the best use cases for automation, you can position your brand to take full advantage of the benefits. On the flip side, using automation when it is not needed can lead to a poor experience for customers, cause errors, and create even more work for your support team.  

 

For best results, you’ll definitely want to understand the full scope of the automation technology you choose to implement. The best way to achieve this is by working with a partner that can provide the best automation practices for your brand’s specific needs. 

 

5. Test, Evaluate, and Adapt

Automation is not a set it and forget it solution. You'll want to continually test the system and evaluate the actions customers take and how they respond; making adjustments along the way. This is why it is important to find a partner and technology that will enable you to easily test strategies, processes, and promotions.

 

With the right approach, policies, automation technology, and partner, you can strike a balance that makes your brand more effective at delivering personalized experiences.


For more insight on how to effectively mix automation with personalization in CX, watch the DTCx 5 Tips For Balancing Automation & Personalization Tech Masterclass.


McKay Borbon | Content Marketing Manager

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