The Art Of Easy: Easy Decisions For Complex Problems (Part 3 of 6)
By Kathryn Perry-Oracle on Apr 17, 2014
A Guest Post by Heike Lorenz, Director of Global Product Marketing, Policy Automation
Making complex decisions EASY by automating your service policies allows
your organization to efficiently ensure the correct decisions are being
applied to the right people.
Like the hit British TV series Little Britain suggests, when “Computer Says No”, you can be left wondering why?
It’s not easy to automate your Customer Service polices, let alone do it in a way that is transparent, consistent and cost effective. Especially if you are working within environments where markets conditions and regulations change frequently. Get it wrong and you are left with compliance problems and customer complaints—and that’s a costly outcome!
So while you may not be striving to change the decision from a “NO” to a “YES” for your customer, you should be looking to get to that answer quicker for them, with a complete explanation as to why it’s a “NO”, have the traceability of what answer was given at that time, have the peace of mind that the answer is accurate, AND do it all at the lowest cost to your business. Simple right?!
So how do you achieve this? There are three core areas of consideration: 1) Centralize & Automate, 2) Personalize & Optimize, and 3) Analyze & Adapt.
1) Centralize & Automate
One method is to grab all of your policy documents, throw them at a team of costly developers to move into a database, code the logic around them, and hope what comes out is maintainable, accurate and accessible to the right audiences. Or, maybe not.
A simpler method is to take your original policy documents and import them into a policy automation tool that will help a business user through a step-by-step process to model the rules. Once developed, they can be tested, modified, published and updated within a few clicks. The result is a solution that can empower your agents with dynamic interviewing tools, and your customers with a self-service approach, across channels, in any language, and on any device.
But that is only part of the whole picture.
2) Personalize & Optimize
A simple decision process could be easily managed by one or two published FAQs, whereas a complex decision process requires you to take into account many personal attributes about that specific customer—and by definition those attributes can’t be applied through static views. Getting a customer to repeat information, or worse not even taking into consideration critical information that is provided within the interaction and personalizes the response, is a fast way to get them to abandon the process, or worse leave you!
You must ensure that your automated policies can be optimized to dynamically adapt to every customer’s unique situation and attributes—be that channel, device, location, language, or other more personal characteristics that are shared prior and during the interaction. After all, each answer should be uniquely theirs, explaining in detail why the decision was reached, with everything taken into consideration.
3) Analyze & Adapt
The saying “data rich and insight poor” is one that often fits with the word “compliance”—businesses can easily be more focused on capturing volumes of data for compliance, and less on making the data actionable. The flip side of that is “data poor” when businesses must scramble to get the data needed to ensure compliance, as an afterthought! And we all know that having insight without ability for timely action is a missed opportunity to improve, avoid, or sustain compliance.
As your policies change, or you introduce new policies, often the requirements to capture data can change too. Adapting to environmental or organizational changes requires you to gather the right data to deliver the right insight for action. The right tools are required in order to apply that insight in a timely, measurable, and effective manner. The right volume of accessible data is also needed to remain compliant with regulatory business or industry Customer Service standards during periodic audits. So you must have a solution that can adapt with scale, demand, change, and archive—a solution that can actually automate your service policies for insight, compliance, and agility—making it easy.
Putting all these pieces together lets you truly automate the nurturing of trusted relationships with your customers during complex decision-making processes, through transparent and personalized interactions. Giving your business confidence that in even the most demanding markets, you are remaining compliant, in a cost-effective and efficient way.
The Oracle Service Cloud empowers your business to care, take action and succeed in your Web Customer Service initiatives and become a Modern Customer Service organization.