Innovations: Mutually-Beneficial Customer Experience Automation (CXA)

Achieving a Win-Win for Customers and Organizations

Intelligent Customer Experience Automaton (CXA) unifies content, applications, data visualizations, and AI-driven personalization to help organizations tailor and offer superior digital experiences. The benefits to the customer are obvious—the power to initiate transactions and processes, better access to information, more transparency about status, and a wider range of communication channels.

Excellent CXA doesn’t just benefit customers and (in the government context) constituents. By digitizing information from the first interaction, initiating workflows, and relieving the pressure on customer service and support teams, CXA solutions also relieve labor burdens and process challenges—enabling organizations to deliver services faster and more effectively.

The end result is better customer interactions, happier external and internal end users, and increased retention of both customers and employees.

Common Goals and Challenges Across Industries

In our work with financial services firms and state, local, and Tribal governments, we see common objectives in the area of digital-first experiences. We also see overlapping challenges.

State and local governments often struggle to provide user-friendly access to services, let alone unified services across agencies and departments. Commercial organizations commonly fall short on creating the process transparency that customers need to understand status of a process or transaction. Both government and commercial organizations need to prioritize the security of sensitive financial and personally identifiable information (PII) in all digital interactions. Failure to do so leaves them vulnerable to data breaches, compliance failures, fines, and even lawsuits.

What to Look for in CXA Solutions

Delightful digital experiences combine five essential qualities: Effectiveness, Consistency, Accessibility, Convenience, and Personalization

1 Effectiveness – is how well a digital experience enables users to accomplish tasks. High-value experiences connect front-end interactions with powerful back-end automation, leveraging AI to make proactive suggestions and initiate the workflows that drive processes through completion.

2 Consistency — applies to the ways that customers and constituents interact with digital services. This includes omnichannel uniformity of services, digital forms, and communications between organizations and end users. The concept of user-centric design intersects with all these elements.

3 Accessibility — speaks to the ability of users to access services based on technology, digital proficiency, and other demographic-specific requirements including support for disabilities and different languages.

4 Convenience — is about empowering customers and constituents to access services and perform self-service tasks on their terms, across a variety of channels, using any device, from any location, at any time. Mobile-friendly UX, role-based interfaces, and unified content and applications all enhance user convenience.

5 Personalization — refers to an experience’s ability to intelligently tailor interactions, interfaces, and information to the role, history, and preferences of each citizen or customer.

The ILINX Approach to CXA

ILINX customer experience automation enables 24/7 self-service and efficient service delivery, improving efficiency while reducing stress. It clears traditional process roadblocks, accelerating outcomes for customers and enabling knowledge workers to focus their time and expertise on exceptions handling and higher-value tasks.

When combined, the ILINX platform’s modular capabilities uniquely enable organizations to capture and process a variety of information from customer-supplied documents, eForms, email communications, virtual agents, and recorded audio, often across disparate business systems. ILINX Engage unites these capabilities along with critical data and applications in an intuitive interface accessible on any device.

On the front end, ILINX presents each user with a personalized, transparent experience that is cohesive, intuitive, and accessible. On the back end, ILINX uses AI to process rich data streams, route information to stakeholders, and generate decisions that support service delivery actions.

ILINX CXA solutions pay off by increasing the lifetime value of customer/organization and organization/employee relationships, as well as positive sentiment, referrals, and brand reputation.

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At ImageSource, we view customer experience automation as a 360° approach to business processes—a solution for online customer interactions that delivers equal benefits for employee experiences. Want to get a closer look at effective CXA in action? Watch this short webinar clip showing how ILINX Engage facilitates benefits applications.