What Is Customer Experience Automation™️ (CXA)?
September 11, 2023
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Customer Experience Automation™ (CXA) is the application of an AI-powered platform that is purpose-built to automate, scale, and remove the friction from the interactions between a company and its customers; from the beginning of a conversation through its resolution. CXA brings together knowledge work automation and conversation automation, to not only intelligently interact with customers, but also interface with backend systems to complete all necessary tasks.
Often the application of automation technology is focused either on handling only front-end customer service inquiries or managing back-office processes. CXA, by comparison, is able to provide the digital consumer self-service options that customers want both wherever the customer reaches in seeking service, and whenever a company reaches out to share or request information.
For insurance carriers, Customer Experience Automation™ offers opportunities to simplify conversations and automate repetitive tasks. Tasks like data collection, and multi-step business processes are faster, easier, and more accurate using CXA. It injects agility and versatility into historically sluggish processes; everything from quotes and onboarding to benefits enrollment, billing, and claims.
It used to be that consumers would have to wait for an item they ordered with only the original estimate of how many days it would take to receive it. Likewise, they’d have to call their insurer and wait to speak with a representative to ask if their preferred care provider was covered in the insurer's network, or when their next payment was due. In contrast, if you as a consumer today have ever received proactive tracking updates letting you know the number of stops your purchase is from your home, or if you’ve ever texted your insurance company to find the nearest in-network auto repair shop and received the answer immediately, then you’ve experienced the kind of ease-of-experience that CXA and its effort-saving capabilities afford. True CXA for insurance is only a possibility thanks to the capabilities of Ushur’s platform, that includes InvisibleApp™.
Customer Experience Automation™ is essential to modernizing your service delivery and operations because it allows customers to skip the long wait to talk to a person when they would prefer self-service, bypassing unpopular IVR systems, and solve inquiries or complete tasks, through robust Conversational AI. It also affords customers choice and empowers them in their interactions with your brand. Customers who are concerned that their urgent questions will slip through the cracks without immediate attention, will often forgo their preferred digital messaging channel and introduce another point of friction. By offering an artificial intelligence (AI) powered digital channel of their choice as soon as they call in, a company provides service without forcing an employee conversation that the customer does not prefer. This both elevates the customer’s experience and offers the carrier operational efficiency gains.
Ushur’s Invisible App™ is a 1-to-1, secure communication channel for automating customer interactions. It delivers an app-like experience, without the friction of having to download an app, or the cost to the carrier to build, maintain, and support. It also offers customers an easy alternative to logging into a portal and streamlines complex conversations. Invisible App™ enables carriers to provide their customers with an intuitive and consistent brand experience, regardless of the service request involving their policy, bill, or claim. And because Invisible App™ is omnichannel, this consistent experience is offered regardless of where the customer interaction begins, including phone, text, email, web, or popular messaging apps.
In other words, Invisible App™ is what lets an insurer build an automation flow for the reporting of a new claim and meet the customer where they are to begin that conversation, when they begin with a phone call, text, email, website, or chatbot. Invisible App™ affords carriers both flexibility and scalability, eliminating the need to create and maintain channel-specific solutions. Invisible App™ future-proofs your investments in your communication and automation solutions.
If you experienced any part of processing a claim for a car accident, from a minor fender bender to a total wreck, you know that the task of gathering information, data, and documentation from multiple parties is difficult, time-consuming, and fraught with tension. Customers want to know where the process stands, what happens next, and when. And delays that result from missing data are frustrating while also easily remedied by automation.
With Customer Experience Automation™, any missing information can be requested or shared between the many participants in the claim journey. CXA facilitates data gathering and sharing between parties including the customer, service providers, the auto repair shop or a medical facility, agent, and the insurance carrier. Automated outreach via SMS or email eliminates the back and forth of phone calls and voicemail tag, and creates vital carrier capacity for their people to focus on the interactions and complex decisions where human involvement is key. Customers are offered easier ways to respond to information requests, from a quick SMS reply, to photo uploads of an ID or document instead of the time-consuming task of manual data entry after logging into portals.
Technological familiarity, proficiency, and preference is increasing steadily across all generations. The “digital only” world during the pandemic lockdown created a larger, wider audience that expects the ability of omnichannel self-service. Customer expectations for speed and transparency are already high and continue to increase.
What’s more, consumers expect real time information, and Customer Experience Automation™ allows carriers to ensure their sales distribution channels have the most current product information at their fingertips; including service and pricing information. It introduces speed into the quote and RFP intake process by automatically recognizing incomplete submissions and by reaching back to the sender instantly. Finally, CXA also allows customers to review their benefits, confirm their next premium payment, understand the status of a claim, inquire about updating their policy, and more.
Ushur’s Conversational AI and Machine Learning (ML) combine to provide automation solutions that interact with customers easily, quickly, and on their channel of choice. When a customer initiates a transaction or request for service, whether that is filing a claim or a request for information about their policy, Ushur’s Conversational AI is able to automatically detect relevant information from the inquiry and take the appropriate next step.
NPS is directly related to customer satisfaction, retention, and loyalty. And whether it’s measured within your company or outside of it, NPS reflects customer experience which “correlates with increased revenue growth, retention growth, and referral rates.”
With Customer Experience Automation™ introducing the ease of sending and receiving information, insurance carriers offer a modern solution brand experience that is inviting and at the same time, reassuring to both new and current customers. And that positive customer experience translates to customer confidence and loyalty that is then reflected in higher NPS.
Ushur’s Customer Experience Automation™ is a robust platform that focuses on the automation of one high-value customer interaction (what we call a Microengagement™) at a time. Ushur increases a carrier’s agility to realize their digital transformation vision, enabling business employees to create new automated 2-way conversations in hours, or less, without adding to the demands on their IT partners. Ushur CXA platform is a system of intelligence that complements the wide array of internally facing core and CRM systems carriers use today, along with their contact center solutions. Ushur makes it possible for carriers to offer their customers, agents, and brokers a consistent brand experience regardless of where across the full insurance lifecycle they are interacting, and what technologies support those functions. Purpose-built with best-in-class insurance pre-trained AI with ML, Computer Vision and Intelligent Document Automation (IDA), it doesn’t simply sit at the front end of customer reaching processes. It works within every part of a carrier’s customer experience, optimized for knowledge work and customer engagement automation with a zero-code approach.
Ushur brings frictionless customer experience to the enterprise. Talk to a specialist today.
