Thanks to Robotic Process Automation (RPA) and skillful work on data, we are able to understand our user very well and reach him with personalized messages. We can also radically accelerate many processes, delegate time-consuming but uncomplicated tasks to automated robots and focus on the more advanced and demanding human factors. However, there is still a huge challenge ahead of us – how to balance the benefits of automation with the lack of a human factor, often key to unexpected and complex decisions that go beyond the „brain” of the algorithm.
Automatically means faster, but is it also better?
RPA is one of the most important and hottest trends in modern business organizations. It uses a set of instructions to automate rule-based tasks. Steps could be repetitive with some macros having process mapping. So, when you need to pre-select and call a few people interested in the basic offer of the company, the machine will do this work for us, and much faster. But the scope is limited to systematic and organized data, – just good enough to manipulate existing information in applications without continuous supervision.
Within two years 25 percent of customer service operations will use virtual customer assistants according to the information revealed by consulting firm Gartner during the Gartner Customer Experience Summit 2018 in Tokyo.
The challenge of convincing customers to talk to the machine
In finance, the huge initial infatuation with the automation of communication with the user gave way to doubts about the possibility of generating valuable interactions and sales automation in this way. An example of this is the Mint.com application, which for many years has been telling users how to better manage finances, but is not very popular.
Reducing the human factor, so important in the customer centric era, in customer service or sales is a huge threat in automation and robotics. Humans have empathy. As of now, machines are not able to truly connect with a client. In short: people dislike having a conversation with a robot, especially when it comes to sensitive matters, such as finance.
This is where a serious challenge for UX designers is born, a challenge to find new ways to minimize customer discomfort during emotional contact with the algorithms of the future. Analysis of client’s paths allows us to personalize communication, adapt to behaviors and learn habits, and thus be closer to human needs. The role of systems should not be to imitate people, but provide augmented support, in the right context and time, using natural language.
Banks, because of their role, also face a dilemma – do they take responsibility for the advice that the machine generates? To this day, consulting in the area of banking requires certification. Algorithms, as yet, do not receive certificates because they are not human. On the clients’ side there is a risk in trusting the advice of a machine, because no algorithm has yet been brought to justice for erroneous or false investment recommendations or for lack of knowledge.
The future of communication in the “hands” of robots
Algorithms of the future must use all the systems of emotional closeness with human nature known to us in finance. Everything, from using natural language to remembering history and behavior patterns, until it is no longer mechanical, but a rather more surprising style of communication and conversation. What’s more, people must come to terms with giving partial control to digital robots that do the simplest tasks for people. However, without a system of certification and verification of the quality of robots and their recommendations, none of us will fully trust them with a penny.
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