Automating business operations

John Duboyski at Flux Digital Labs describes the changes will we see in operations automation in the near future

 

In 2022, a third of UK businesses were identified as investing in automation. In 2023, that figure is expected to increase to include more than half of the businesses within the UK.

 

Intended to drive productivity by removing the need for employees to handle time-consuming and repetitive tasks, process automation can bring real business benefits, including improving employee job satisfaction.

 

But the use of automation is yet to reach its full potential. In business operations, the scope for automation remains barely tapped. This is going to change, with increased automation deployment across a broader range of applications.

 

Where can automation support business operations?

The deployment potential of automation in business operations is enormous. It can be used to enhance customer service, expedite basic business processes, and improve human resources management.

 

This year, we’re likely to see increased investment in three main areas: customer service ticketing systems, data transfer, and resource management.

 

Automation in CS ticketing systems

Automated ticketing systems are fast becoming the ultimate customer service (CS) organisational tool.

When a customer begins a request for service support, the CS system will automatically create a case file (AKA ticket) for them, bringing together all new information and previous interactions between that customer and the business to enable the smoother resolution of their current problem. This file will then automatically be routed to the team or agent best able to help the customer.

 

This will expedite problem resolution, save the business time by removing unnecessary customer contact, and improve the customer experience by ensuring that their first point of contact can resolve their problem.

 

CS ticketing systems have been devised to provide the optimum customer support and experience. They are geared towards asynchronous communication, enabling the customer and CS agent to communicate across different channels, even when they’re not available at the same time.

 

So, if a customer needs to leave their device before their problem has been fully resolved, the agent is able to email the relevant data, or send automated prompts, to ensure that the conversation is not closed until the customer is satisfied. This is something that would otherwise be extremely resource hungry. 

 

Automated data transfer

Automating data transfer results in seamless systems integration across sales, marketing and operations and the removal of any data silos that create misalignment across functions.

 

For example, companies running large marketing budgets need to capture leads into their marketing and sales systems; these will be worked by both channels, depending on their workflow. A lead could sit with marketing - in a marketing automation tool- for days, weeks, or months before becoming qualified at which point it moves to sales. And that data needs to be accessible to sales so it has to be synced across platforms. The same is true for any support or ticketing requests.

 

Pulling this data together is vital for customer journey tracking and for marketing and sales attribution, processes that ultimately drive decisions about where to invest marketing spend in the future.

 

Automation in resources management

With the ongoing global talent shortage, resource management has become an increasingly pressing concern for all businesses. Automation can support enhanced resource management in a variety of ways.

 

In contact centres, artificial intelligence (AI) can be combined with automation for advanced sales enablement, allowing customer service operatives to maximise every customer contact. 

• Automation can support the simplification of both payroll and billing systems, relieving the pressure on HR and accounts teams. 
• It can streamline employee onboarding and training, ensuring that every new starter receives the same welcome message and induction process, while enabling ongoing tailored training suited to each employee’s level and needs. This helps businesses provide the best support for their employees without undue expense. Employee offboarding can also be simplified through automation. 
• When combined with AI, automation can be used to expedite the recruitment process, although this has come under some scrutiny in recent months. Applications can be scanned to identify the most suitable candidates. If used with an explainable AI (XAI) system, checks can be put in place to prevent the bias that has previously cast shade on this process.
• In performance management, automation can be used to increase employee engagement and enhance productivity. Using automated feedback and communication systems, employee evaluation becomes faster and easier. 

Automation: enhancing work

Automation has historically been seen as the enemy of the worker, stealing jobs and enabling redundancies. But the reality of automation in business operations is the improvement of working conditions, employee efficiency, and increased operational output.

 

Across sectors, automation is relieving workers from the tedium of repetitive tasks, allowing them to focus on more rewarding – often creative – processes. It enables enhanced productivity at the same time as fostering a more fulfilling working environment, simplifying and improving customer service, and cultivating accuracy.

 

These are the things that are making operations automation an increasingly integral part of contemporary business.

 

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Founder of Flux Digital Labs, John Duboyski is a leading marketing analyst and automation specialist

 

Main image courtesy of iStockPhoto.com