Gartner has recently declared hyperautomation as one of the top strategic technology trends for the year 2021. It has defined hyperautomation as a “philosophy”. In layman terms, it can be defined as the blend of advanced technologies including robotic process automation (RPA), artificial intelligence (AI), and machine learning (ML). When these technologies work together, the impact and efficiency are more in comparison to traditional automation solutions. 

 

Just like automation testing services, Instead of addressing customer experience in silos, the focus is now shifting towards total experience (TX). It will combine everything including employee, customer, and the user experience. Hence, marketing strategy needs to be more people-centric and underpinned by automation technologies capable of supporting individuals at every touchpoint. It will help in transforming the brand’s customer experience and achieve better business outcomes. 

 

Benefits of Hyperautomation? 

 

Hyperautomation enables businesses to become more flexible as it leverages multiple automation technologies instead of a single solution. It involves deep integration of digital technologies across legacy systems and processes to enable seamless communication and better access to data throughout the organization. 

 

It also helps in improving return on investment (ROI) through greater productivity as redundant and time– consuming tasks are automated. On top of that, analytical tools assist organizations to optimize resource allocation and decrease overall operational costs. 

 

Why Hyperautomation is Important? 

 

Marketing departments struggling to enhance customer experience and retention need to leverage hyperautomation. Here is how it can benefit marketers and help them contribute more towards their organizations: 

 

  • Both marketing budgets and teams are shrinking. It has become crucial to automate a few key but time– consuming processes including building, fulfilling, measuring, and delivering offers. 
  • Use ML and AI to make business processes more efficient. As per Gartner, AI has become one of the core business competencies. ML is also evolving and can be leveraged to transform business processes and reconfigure the workforce. Businesses can also optimize infrastructure management through faster and data-driven decision– making. 

 

  • Quality at speed has become the norm. With lesser resources, marketing departments can leverage hyperautomation to create and distribute loyalty offers at a faster pace and streamline the process from several months to a few days. 

 

  • Automation can help marketers experiment and adapt more efficiently. Hyperautomation can give the much– needed agility to leverage customer insights for offer optimization in real-time and deliver relevant stuff and value to the target customer. 

 

  • You can leverage data insights to study the entire customer journey right from engagement and onboarding to purchasing, retention, and support. This will help you understand the customer experience from the shoes of the customer and address potential pain points. 

 

With increasing demand and rising pressure over businesses to meet ever-evolving customer expectations, organizations need to leverage hyperautomation for a more responsive, interactive, and efficient customer experience. Automation has become business-critical out–perform other players in key satisfaction metrics.