In this four-part series, we’re exploring 4 categories of artificial quality (AI), however they tin meaningfully interaction marketers and their customers and what to perchance avoid. So far, we’ve explored generative AI, predictive analytics and personalized lawsuit journeys.

The past nonfiction of the bid volition look astatine workflow automation oregon robotic process automation (RPA), oregon AI-based tools that alteration repetitive tasks to beryllium performed by bundle alternatively than humans. This is the oldest and astir mature signifier of artificial quality explored successful this nonfiction series.

What it is and wherefore it’s worthy paying attraction to today

Workflow oregon task automation, sometimes called robotic process automation (RPA), predates astir artificial quality applications and tin alteration wide successful its breadth and depth. 

RPA arsenic a word can beryllium traced to the 1990s, astir commonly utilized for automated investigating of idiosyncratic interfaces, though it became much salient starting successful this century, and RPA’s explanation expanded to galore different types of usage cases.

This country of AI includes:

• Automating and streamlining regular and/or repetitive tasks specified arsenic information entry.
• Task duty and routing requests and different assignments from 1 role, task, squad oregon strategy to another. 

It is beneficial for highly repetitive functions that would different necessitate a squad of humans an excessive magnitude of clip to perform. From a selling and lawsuit acquisition perspective, workflow automation and RPA tin beryllium utile for:

• Lead scoring and segmentation.
• Automating messages and bid of communications.
• Helping interior teams way tasks that are components of analyzable campaigns and efforts spanning teams, departments, channels and stages successful the lawsuit journey.

Near-term potential

Although workflow automation has been astir for a while, determination is inactive plentifulness of country for this country to grow, overmuch similar the others we’ve discussed successful the erstwhile 3 articles.

Workflow automation, successful its simplest form, is simply a bid of “if this, past that” functions. But arsenic the AI down them has much information to enactment with crossed a greater magnitude of systems to enactment within, the benefits it tin connection volition proceed to grow.

Let’s look astatine a fewer workflow automation areas with the astir important near-term imaginable for marketers.

Better automation and interior orchestration

Marketing, lawsuit experience, lawsuit work and different functions successful the endeavor person large complexity. What whitethorn look similar a elemental enactment for a lawsuit to petition oregon implicit often relies connected respective teams and their corresponding processes and platforms to complete. Thus, thing that enables quicker collaboration and orchestration of efforts betwixt these people, processes and platforms tin greatly amended the lawsuit experience.

Automated responses to lawsuit work requests

Customers admit timely responses and RPA and automation tin greatly assistance present by providing information, adjacent actions and different cardinal communications triggered instantly upon a lawsuit performing an action.

Automating pb qualification

Anything from pb scoring, assemblage segmentation and routing a lawsuit oregon radical of customers into an automated workflow, specified arsenic an email drip run oregon a travel successful a lawsuit travel orchestration setup.

Automated study generation

With the wealthiness of accusation available, it has ne'er been easier to visualize reports that assistance marketers recognize the outcomes of their efforts. That said, it tin often beryllium time-consuming to make these reports.

By automating study instauration and having them sent to the close parties astatine the close times, AI tin greatly assistance teams truthful they tin absorption connected their work.

Automated annotations to lawsuit records

For high-volume B2C organizations, this is becoming much indispensable arsenic consumers channel-switch and disparate pieces of accusation beryllium passim an organization’s information ecosystem. Even for lower-volume B2B organizations, this helps supply accusation but doesn’t get successful the mode of “high touch” lawsuit service.

Either way, automating the quality for information to beryllium appended to lawsuit records means that your enactment tin utilize each of its listening and awesome postulation and centralize them successful a azygous acceptable of lawsuit records.

What to ticker retired for

Despite the explored benefits of automation, selling teams should stay cautious erstwhile adopting oregon expanding its usage. Here are a fewer things to look retired for.

Overengineering automation

This refers to a deficiency of flexibility for teams and concern areas wherever inputs and outputs tin vary.

Overengineering these assignments and routing of tasks tin marque it challenging to negociate borderline cases oregon override systems that are truthful heavy automated. They indirectly promote employees to make their ain workarounds that are often extracurricular of halfway systems.

‘Phone tree’ hell

Consumers get frustrated with automated systems that don’t springiness them the answers they request and determination is thing worse than getting stuck successful an automated strategy that won’t fto you exit. 

You’ve surely experienced this with a lawsuit work telephone histrion astatine immoderate point, wherever you support trying to find the close enactment but extremity up successful the aforesaid place. Don’t fto this hap successful your integer efforts, either.

Lack of transparency 

Team members tin go frustrated and confused erstwhile they brushwood unclear and analyzable processes. Similar to the overengineering example, determination is simply a hazard that they whitethorn effort to debar utilizing these systems and processes altogether.

Generally speaking, the biggest happening to ticker retired for erstwhile automating tiny oregon ample parts of a workflow is simply a “set it and hide it” mentality. This means that erstwhile thing is automated, it is forgotten.

Potential improvements are overlooked oregon ignored successful favour of however casual the automation is. You should beryllium successful bully signifier present arsenic agelong arsenic you revisit your automations to guarantee they are inactive serving you and your customers successful the champion imaginable manner.

Streamlining selling efforts with workflow management

Despite its roots successful aboriginal AI and if-this-then-that algorithms, forward-leaning organizations tin instrumentality workflow automation options today. This country volition spot ongoing innovations successful the coming months and years.

I anticipation you’ve enjoyed this four-part bid connected the types of AI that selling and CX teams should beryllium evaluating and considering for greater adoption.

Proceeding sensibly successful customer-centric areas volition support your enactment competitory portion gathering rising user expectations.