SOCAP International

The Pulse Articles

The CX Automation Checklist—Ask These Five Questions First

Oct 16, 2019, 13:25 PM

Yossi Abraham

Premiere CX professionals are improving customer satisfaction by asking five key questions before applying automation and AI to interactions.

Our constantly connected digital world has created a culture with lightning-fast service expectations and a customer base that is perfectly content switching loyalties after only one or two disappointing service experiences. With the need for premier customer service higher than ever, customer care departments are turning to new technology to find success—but how do they know where to start?

To give customers the speed and service they want, many businesses are integrating new kinds of technology into their CX plans: automation and AI. That’s easier said than done. Some customer service functions have proven difficult if not impossible to automate both effectively and within budget of companies outside the Fortune 100. 

To meet today’s CX standards and drive the growth of customer satisfaction and loyalty, CX professionals and service industry leaders are automating interactions by first asking five critical questions:

  1. Which of our interactions does automation technology excel at handling?
  2. What tasks do my live agents excel at?
  3. What are the most common customer service topics at our contact center?
  4. What kind of experience brings the most value to our customers?
  5. How can customer service interactions add value to my business?

“With the need for premier customer service higher than ever, customer care departments are turning to new technology to find success—but how do they know where to start?”

Where to Start With AI and Automation

The first question to ask when implementing AI and other automation alternatives is “Which of our interactions does automation technology excel at handling?” Today’s automated technologies, like Robotic Process Automation (RPA), are perfectly suited for customer service interactions with standardized steps.

Think of calls for anything with a form to submit or calls like those to change an address associated with an account or begin an item return shipment. The customer calls, alerts a customer service representative (CSR) that they want to return an item, and has to look up the order number and read out a long difficult string of numbers and letters. The CSR then has to look up their information in your company database before even starting the returns process.

Automation can accelerate and greatly improve this interaction. By scanning a product barcode or QR code with a smartphone, automated technology can find the order, look up the product information, pull data from a database, verify that the product can be returned, begin the returns process, create a shipping label, and send the label to the customer in a few seconds. It doesn’t matter which customer calls or what item they ordered—the steps from the beginning to the end of the interaction remain the same for every call. These common calls with repetitive steps are exactly what customer service automation is built for. Customer effort is greatly reduced, speed to successful resolution is increased, and customer satisfaction goes up while minimizing the chance for human error caused by agent burnout from needless tedious steps and having to write out long order numbers.

Automation in Moderation

The key to successful AI or automation technology today is about knowing what not to automate just as much as what should be automated. Some interactions require the empathy, flexibility, and critical thinking skills live human agents have in abundance. I recently called Blue Cross Blue Shield to solve a complex issue with my insurance claim. Unfortunately for me, after a recent doctor’s visit, my physician incorrectly categorized the reason for the appointment.

For the first time in years I was charged for an appointment my insurance had always covered in the past. AI and automation aren’t built to handle backend human errors like this. No one had anticipated that my doctor would miscategorize my appointment. It took an hour-long call with an incredibly kind, helpful CSR to call my doctor’s office, clarify the clerical issue, verify the appointment was the same as it had always been, manually change the logs, and remove the charge on my account. This unusual, non-standard interaction necessitated a human interaction. There will always be these rare, complex interactions for any customer service department. These calls are where live agents stand out.

Implementing the Best Solutions 

Once tasks are sorted between those best for automation and those best for live agents, the implementation and digital transformation process can begin. The final three questions are aimed at determining which interactions and processes to automate first:

What are the most common customer service topics at our contact center?

What kind of experience brings the most value to our customers?

How can customer service interactions add value to my business?

After working with dozens of businesses in almost every industry, our team at Zappix has discovered a particularly beneficial trend for any customer service department looking to automate—the vast majority of calls to contact centers happen to be the same calls that automation excels at handling. For almost every business we’ve spoken with, the Pareto Principle applies: approximately 80% of the calls they receive are ripe for automation, while about 20% are geared toward live customer service agents.

Creating Real Value 

For these common, repetitive, straightforward calls, the most valuable experience, according to customers, involves the fastest resolution possible with the least effort needed. Customers don’t want to jump through hoops, and they don’t want to have to talk an agent through every step they already know the answer to. By automating these customer service calls, CX leaders can reduce friction for customers, improve customer satisfaction, and bring value to their contact centers.

That’s the final question leaders must ask: How can customer service interactions add value to my business? Right now, customer service success is becoming one of the most important factors in business differentiation and customer loyalty. Great service leads to reduced customer churn and adds to total Customer Lifetime Value (CLV). As customer service professionals begin automating the right use cases and better understanding the way customers interact with their solutions, customer satisfaction will increase and business will thrive.

Successful CX leaders know the potential impact automation and AI can have on their contact centers and customers. Realize that potential quickly by starting the automation journey with these five questions.

AbrahamYossi Abraham is president of Zappix, a leading digital self-service provider transforming the user journey during contact center interactions. He holds over 20 years of experience in various managerial roles, mainly in the telecom and IT industries. Managerial positions include general management, sales and business development, marketing, project management, and chief of staff. When he’s not working, Yossi enjoys playing with his two children and reading. He highly recommends Good to Great (by Jim Collins) and Who Says Elephants Can’t Dance (by Louis Gerstner).



Leave a comment
  1. Markel | Jul 11, 2020
    I understand this column. I realize You put a many of struggle to found this story. I admire your process. Mattress @ mattress coupons brooklyn aurora @ brooklyn aurora coupon bloom mattress @ bloom mattress coupon brooklyn signature mattress @ brooklyn signature mattress brooklyn bedding @ brooklyn bedding coupon diamond mattress @ diamond mattress coupon ecosleep mattress @ ecosleep mattress coupon eluxury mattress @ eluxury mattress coupon code eli and elm @ eli and elm coupon habitat furnishings mattress @ habitat furnishings mattress happsy mattress @ happsy mattress coupon i love my pillow @ i love my pillow coupon idle sleep @ idle sleep coupon idle mattress @ idle mattress coupon live and sleep mattress @ live and sleep mattress latex mattress factory @ latex mattress factory layla mattress @ layla mattress coupon code luxi mattress @ luxi mattress coupon code linens and hutch @ linens and hutch coupon muse mattress @ muse mattress coupon code mendsleep @ mendsleep coupon code metta bed mattress @ metta bed mattress promo code naturessleep coupon @ naturessleep coupon nolah mattress @ nolah mattress coupon nest bedding mattress @ nest bedding mattress plank mattress @ plank mattress coupon propel mattress @ propel mattress coupon rubix mattress @ rubix mattress coupon rv mattress @ rv mattress coupon sleepiphany mattress @ sleepiphany mattress coupon code shop hotel beds direct @ shop hotel beds direct sleep and beyond @ sleep and beyond coupon sleep ez @ sleep ez coupon tender sleep @ tender sleep coupon totally furniture @ totally furniture coupon code the futon shop @ the futon shop coupon code titan mattress @ titan mattress coupon us box spring @ us box spring coupon urban green furniture urban green furniture vesgantti @ vesgantti coupon vitalsleep @ vitalsleep coupon zoned mattress @ zoned mattress coupon zotto sleep @ zotto sleep coupon
  2. 9822730 | Jul 01, 2020

    This is a brilliant idea for an easy checklist. This will provide a faster checklist. It would be helpful to every people or any organization. I love what is written and how you manage to create a program. Regards, Concrete Driveways GA

  3. Yolanda | Jun 30, 2020
    Wondering how to get fence contractors Idaho falls to call me back. Hopefully this article will shed some light.
  4. Payton | Jun 30, 2020
    Thanks for the share. Sharing is caring. fence contractors eugene
  5. mertas | Jun 15, 2020
    Very nice article, I enjoyed reading your post, very nice share, I want to twit this to my followers. Thanks!. diamond mattress coupon
  6. nartef | Jun 15, 2020
    Very elegantly composed post and supportive to me. I needed to peruse more posts like this extraordinary read!! I certainly appreciating each and every piece of it and I have you bookmarked to look at new stuff you post. happsy mattress coupon
  7. mesfer | Jun 15, 2020
    Things are very open and intensely clear explanation of issues. It was truly information. Your website is very beneficial. Click link to visit my site that will help you having a virtual world as the same as your real world you living. idle mattress coupon
  8. metyu | Jun 15, 2020
    I like to recommend exclusively fine plus efficient information and facts, hence notice it: mattress coupons
  9. 9821690 | May 28, 2020
    This is a brilliant article! This will help me improve my company's automation checklist. Thanks for the idea you gave me. I am grateful and this would help my company Concrete contractors columbus ga
  10. narkid | May 26, 2020
    Trying to say thanks won't simply be adequate, for the fantasti c clarity in your written work. I will quickly get your rss channel to remain educated of any updates. resurge discount
  11. markil | May 26, 2020
    How about making more on this topic soon? I really enjoyed it and found it helpful leptoconnect discount
  12. vertyu | May 26, 2020
    I feel extremely cheerful to have seen your site page and anticipate such a large number of all the more engaging circumstances perusing here. Much appreciated yet again for every one of the points of interest. cacao bliss discount
  13. Christian John | May 14, 2020
    Great! Your article is very clear. You really explain it well and makes it understandable. Thank you for sharing us your point. <a href="">official random number generator/</a>
  14. Fancypants | May 04, 2020

    How do I make a checklist in the Notes app?

    Open the Notes app on your device.

    Select an existing note or tap the icon in the lower right hand corner to create a new note.

    Tap the circle icon with a checkmark to create a new checkbox.

    Type the task you want next to the checkbox and repeat the process to create a list.


  15. Sam | May 04, 2020

    Workflow software is a tool that automates the flow of work in a process. Before we explain what exactly that means, here's an introduction to workflows and processes… A workflow is a series of tasks needed to be carried out in a certain order by different employees in order to complete a business process.


  16. Greg | May 03, 2020
    Fantastic thoughts on automation!  Thank you.  As a <a href="">Springfield MO SEO company</a>, this is something that is top of mind for us with our clients!
  17. Tony | Apr 27, 2020

    Focusing just on profits and costs is unsustainable value creation, purely because of its limitations. It’s not enough to create long-term value. Let’s take pharmaceutical companies as an example. These companies spend months in closed rooms working on probabilities that mostly come down to, based on estimates of future sales, which projects to continue, which to shelve, and so on. These discussions are usually also surrounded by the notion of building a patent that creates maximum value in terms of profit.


  18. Rhainne Coles | Feb 11, 2020
    Think about some of the leaders in the CX space: Amazon, JetBlue, Southwest Airlines, and Zappos. We all know that they have a strong CX
  19. Brielle Luna | Jan 09, 2020

    This is very impressive! I love how the author was so generous to share this to everyone.

    B | Cincinnati SEO company

  20. Horea Kaii | Jan 09, 2020
    In our company digital marketing tampa, we always make sure we follow these tips as they are very essential and effecient. Your success rate is about 90%.
  21. Cassandra D. Everhart | Dec 16, 2019
    Its very well written; I love what you've got to say.

    Leave a comment