Page 13 - AeM_May_2020

RESEARCH
ANALYSIS
TRENDS

From data to processes to

customer experience

A company that could read the minds of its customers This requires the collection and processing of large
would have ensured its business success forever, but amounts of different data, which is easier said than
the considerable challenges that companies face in the done: according to a survey by Accenture and HfS
digital age show that this isn’t easy to achieve. Not only Research, 50 to 90% of a company's data is
do the demands of customers constantly change, unstructured and inaccessible to around 80% of the
providers can’t adapt their existing processes quickly company’s employees. But only by using customer
enough to meet their customers growing needs and data, together with AI and other complementary
expectations. Those who have set themselves the task technologies, companies can reach a level of maturity
of building intelligent processes to improve the that enables them to create a corresponding digital
customer experience often whether know where to start customer experience - from onboarding to customer
collecting necessary data nor how to process them service.
smartly. New digital technologies are constantly raising
the bar for customer experience. A "digital first" approach should be pursued and
proactive strategies developed to always be one step
Never before have customers been so fast and well ahead of customers’ expectations. This requires
informed and extensively networked as today. Hence, smooth internal processes that can be implemented, for
they expect companies to be the same and to be where example, via an intelligent automation platform within
they are instead of waste time looking for the right the company. Known as "intelligent operation”, such a
offers and information. In other words, they demand platform uses complementary AI-based technologies,
their customer experience to be intuitive and seamless. to make data analyzable and usable, and to incorporate
Without saying, only those who align their business the knowledge gained from this business processes.
with the customer experience through intelligent
processes in the front and back office are competitive An intelligent automation platform can combine differ-
and future-proof. ent technologies to make processes more effective and

13 May 2020: Natural language processing & conversational analytics: data quality beyond