1. Remember that end users are people.
“With so many promises of improved sales metrics, many businesses forget the simple truth: Automation tools don’t exist to improve numbers. Instead, they exist to benefit real human users by making processes simpler and more accessible.
Reservations.com, for example, distinguishes itself in the crowded travel booking space through context-based smart interaction tools. The brand tracks customer preferences to provide tailored recommendations and then streamlines the purchase journey with a tech-enabled live agent platform. Customers don’t want to work hard — they just want services to work.
Before investing in automated tools that promise to bolster the bottom line, think about the role those tools will play in customers’ lives. Most tools provide short-term gains in efficiency, but if they harm the experience, customer attrition will quickly wipe out those easy wins.”