Why Customer Service is Moving to Order Processing Automation


The new era has had a significant impact on the way that companies interact with customers. Many traditional customer service functions are automated. Customers are able to self-serve through websites and even mobile devices. Yet many organizations are slow to adopt order processing automation software solutions. While customer service managers are aware of automation, and how it can positively influence the customer experience, it is not an easy task to receive upper management buy-in and support. The keys to successful implementation of automation software rests in your ability to make a business case to upper management.

Building a Business Case for Order Processing Automation

Senior management has a fiduciary responsibility to shareholders to provide a favorable return on investment (ROI). While they may feel that investing in order automation may have a negative impact on profitability, your business case should highlight why not doing so can have a detrimental impact on customer satisfaction. Research indicates that 89% of customers who have had a negative experience with customer service stopped doing business with companies because of that. Convince the C-Suite that order automation will not only improve ROI, but also improve the productivity of customer service representatives (CSR) and increase customer satisfaction. Removing mundane tasks from CSR responsibilities increases job satisfaction which in turn can lead to decreased turnover rates and attrition.

Why Order Automation Matters

Processing orders with paper forms is time-consuming and inefficient. CSRs waste time searching for faxes or printing email orders. The likelihood of errors is increased, and the time spent chasing paper could be used for other activities. Furthermore, there are costs associated with storing documents whether on-site or off-site. Your business case should make management see the benefits of increased productivity; reduced storage costs; and increased customer satisfaction.

Understanding the C-Suite’s Mindset

The primary focus of senior management is providing profitability for shareholders and investors. Regardless of the company size or products and services offered, CEOs and other executives seek to increase profits and reduce costs. With those concepts in mind, your business case must show how order automation can impact the company’s bottom line. Provide pertinent research to make a compelling case – a Forrester Research study shows that a 10% customer satisfaction mark could impact revenue by $ 1 billion or more. Now that you have their attention, show them how order automation can improve efficiency, improve customer and employee satisfaction, and improve productivity.

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