June 7, 2018 | Written by: David Jenness
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If you’ve been reading analyst reports lately, you may have noticed that the discussion around business transformation is becoming more urgent. For example, we used to talk about “customer-focused” organizations, which gave way to those that are “customer-centric,” and today, we’re talking about companies that are “customer obsessed.”
What’s next? Customer stalkers?
Forrester has long championed this decade as “the age of the customer” and it’s doubling down with digital business automation as a solution to realize customer obsession in a good way. In a recent paper, “The CIO’s Guide to Automation, AI and Robotics,” Forrester’s J.P. Gownder lays out the connection between automation and obsession, pointing to three essential business goals that can be met through automation: innovating with business technology, optimizing operations, and creating and acting upon advanced insights.
In any industry, even the public sector, when surveys query customers about what they want, they usually reply with a variation on “know me.” In other words, customers don’t want to answer the same questions over and over or be contacted by phone when they’ve asked for a text. Businesses must realize that customers have busy lives and make their interactions with customers easy. Customers want organizations to understand what they want and deliver it.
Even the most trusted brands struggle to deliver well-meaning, non-creepy personalization and welcomed customer experiences, which may explain the growing interest in digital business automation as a solution to this challenge. Automation is being used today to streamline customer processes, accelerate approvals and payments, and remove those annoying experiences, like asking for date of birth each time you are handed off to another customer service person. When automation is paired with intelligence (analytics, AI or machine learning), then an organization can take a huge leap towards personalization.
On 18 September at Convene in New York City, we’re hosting a free conference, IBM Automation 2018, to address this challenge by sharing successful strategies and best practices using digital business automation capabilities including process automation, content management, artificial intelligence and robotic process automation to achieve better business outcomes and improved customer experiences.
Join IBM automation experts, such as J.P. Gownder from Forrester, and key IBM business partners at IBM Automation 2018. Learn how to create more pleasing, accurate and secure customer experiences through automation. In many use cases, organizations realize a rapid return on investment, too.