To create a truly excellent customer or employee experience, personalisation is essential. A well-designed app will recognise them from the time they upload and register with it and, as a result, provide them with a smoother experience customised to their specific needs.
For example, you can provide different options for full-time employees versus part-time contractors. Local governments can identify between business and residential ratepayers and tenants – then present the options most relevant to each.
When integrated with your ERP system, users can have access to relevant data and make changes or requests. Artificial Intelligence (AI) is used to navigate knowledge bases, so you can provide answers to their questions faster. Requested actions can be set in train immediately, and automatically advise status.
Another aspect of personalisation is the ability to track how they feel about the service you are providing. Natural Language Processing (NLP) can be embedded within digital apps to gain feedback and sentiment analysis. If frustration is sensed, a human can be alerted to act and respond.
The best way to describe the effect of personalisation is that you are using technology to create a smooth and satisfying experience for the vast majority – but without being entirely dependent on it. While the technology is ‘humanising’, the triggers are firmly in place for a human to step in, armed with the transaction history, to solve knottier or more sensitive problems.