What is Customer Experience Automation?

what is customer experience automation

So, What is CXA? | 5 Core CXA Capabilities

Craig T. Watkins

written by
Craig T. Watkins
Ecrion Chief Revenue Officer

Anyone remember waiting in line at the AT&T store to get a long-corded phone to hang in the kitchen? Then, spending 3 hours on that phone, calling Sears Customer Support to ask about the Wacky Wall Walkers you ordered 10 weeks ago that were promised in 6-8 weeks? By the time dinner was cooked, and you had eaten and washed the dishes, the agent got on the phone, had no idea who you were, what your history with Sears was, and needed your order number in order to help you. She eventually promised to cancel the original order and expedite a new one. Three weeks later, the credit card statement would arrive in the mail, and you’d see Sears charged you twice. The small writing in faint print on the back of the statement said that your best option for disputing the fee was to fill out the form on the back of the statement and mail it to the bank. They’d investigate, and notify you of their decision via mail in 60-90 days, which if you disagreed with, you could again dispute by mail.

Millennials—I’m serious. This was life not too long ago. (Help me, I sound like my dad…)

Not to state the obvious, but technology has changed a lot since Ma Bell was broken up. Today, virtually everyone has a cell phone (or two), a computer (or two), a tablet, a smart refrigerator, a remote-controlled toaster, and who knows what else. Anyone miss their pager? These advances in technology, though, have changed the face of consumerism. Amazon is the new Sears. Technology, coupled with a maniacal focus on the Customer Experience (enabled by technology), is why.

Communication technology now grants: instant access to online information, 24×7 conversations with customers (vs. one-way letters by mail), self-service, and live (or AI-based) support on any device wherever the customer happens to be at the moment. These technologies put power in the hands of the consumer, and the impact on companies is very evident. A recent study by PWC reveals that consumers are willing to pay a 16% premium for a better experience, while 32% will leave a brand they love after a single bad one.

Here at Ecrion, we salute the Power of the Customer. We enable providers to harness that power, and grow with an engaged, loyal customer base at their side.

So, What is Customer Experience Automation?

Many software companies offer solutions for Customer Experience (CX) and/or Customer Experience Management (CEM, CXM). These terms are confusing and very broad. I’ve seen “Customer Experience” solutions that do vastly different things, and “managing” the customer experience includes many non-digital things (are the bathrooms clean in your local branch?).

In an effort to more accurately describe who Ecrion is, and how our solutions enable our customers, we have adopted the term Customer Experience Automation (CXA). We do exactly what it says. We automate the customer experience. Of course, not everything can be automated—we focus on what can.

Please read on for a brief overview of the core capabilities of our CXA platform. For those that prefer pictures over words, you’ll find an infographic on our CXA Page that cuts to the chase.

Five Core CXA Capabilities

Customer Journey Automation is Ecrion’s faculty for executing pre-defined customer journeys. We find that many companies undertake comprehensive projects to map out their desired customer journeys, but sometimes lack the capability to execute them. Users transfer their customer journeys into Ecrion’s software via our user-friendly drag-and-drop interface, and are then able to automate personalized customer communications at any point in the journey. Customer Experience personnel track customers as they progress through their journey (both digital and off-line interactions), and identify points of friction for process improvement.

Customer Engagement Monitoring provides a 360-degree view of each customer. We track all interactions with the customer, including clicks on electronic communications to identify and report on the overall level of engagement with each individual, and with your customer base as a whole.

Customer Communications Management allows Ecrion customers to capture and maintain individual customer communication preferences, such as preferred communication channel, language, tone, document template format, time of day, etc. Ecrion then personalizes communications based on those preferences and delivers via the customer’s selected channel (mail, email, text, etc.).

Digital Experience Apps are a suite of purpose-built microservices built from the above capabilities designed to assist companies with their digital transformation efforts. They enable conversations with your customers where they want, when they want, optimized for any device they choose. Purpose-built for specific business processes, they can be implemented by themselves to solve a single, urgent need, or in tandem with each other to create a complete digital customer journey.

Customer Analytics offers executive dashboards to view the overall state of the customer journey, and engagement levels across the entire customer base. They identify trends in your specific clientele and the broader market. Analytics enable Marketing and Customer Experience employees to track the performance of specific campaigns in addition to individual communications.

Now You Know

We realize that the world is full of acronyms and buzzwords, and hate to add a new piece of jargon to the mix. Unfortunately, we don’t know how else to describe what we do in a way that makes crisp, clear sense. If, someday in the not-too-distant-future, you find yourself asking “What is Customer Experience Automation,” we will completely understand. But we also hope you’ll take a minute to reach out and let us show you how to establish genuine connections with your customers—one at a time.

You can learn more at our Customer Experience Automation page, or by Contacting Us directly.

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