{"id":1406,"date":"2019-06-20T12:38:28","date_gmt":"2019-06-20T10:38:28","guid":{"rendered":"https:\/\/egn.com\/se\/?p=1406"},"modified":"2020-10-09T13:00:56","modified_gmt":"2020-10-09T11:00:56","slug":"automatiserade-kundupplevelser-skapar-magi","status":"publish","type":"post","link":"https:\/\/egn.com\/se\/automatiserade-kundupplevelser-skapar-magi\/","title":{"rendered":"Automatiserade kundupplevelser skapar magi"},"content":{"rendered":"<h1 class=\"main-title\">Tiden \u00e4r inne att erbjuda b\u00e5de automatisering och robotiserad magi i ett.<\/h1>\n<div class=\"col-md-8\">\n<div class=\"node__content\">\n<div class=\"col-md-8\">\n<div class=\"node__content\">\n<div class=\"col-md-8\"><\/div>\n<\/div>\n<p>Jag vet vad du t\u00e4nker. En sammanfattning av framtidens magiska kundupplevelser och jag inleder med att tala om automatisering? L\u00e5t mig f\u00f6rklara:<\/p>\n<p>Du vet redan att n\u00e4r det handlar om att f\u00e5nga en kunds uppm\u00e4rksamhet finns det tv\u00e5 helt olika v\u00e4gar att g\u00e5. Antingen erbjuder du en supereffektiv, automatiserad process som b\u00e5de \u00e4r enkel och snabb, alternativt fokuserar du p\u00e5 en attraktiv, magisk upplevelse som kunden vill engagera sig i och l\u00e4gga tid p\u00e5.<\/p>\n<p>Och n\u00e4r det g\u00e4ller mycket av traditionell CX (kundupplevelse) i den digitala s\u00e5v\u00e4l som i den fysiska v\u00e4rlden, g\u00e4ller den h\u00e4r uppdelningen av alternativa fokus: automatisering eller kundmagi. Titta bara p\u00e5 exemplet\u00a0<a href=\"https:\/\/www.essentialretail.com\/news\/nike-opens-house-of-innovation-000\/\" target=\"_blank\" rel=\"noopener noreferrer\">Nike House of Innovation<\/a>\u00a0i New York som anv\u00e4nder en m\u00e4ngd olika automatiseringstekniker f\u00f6r en effektiv och personlig kundupplevelse.<\/p>\n<p>Men \u2013 den h\u00e4r trenden representerar en skymningszon d\u00e4r den skarpa linjen mellan automatisering och magiska upplevelser alltmer h\u00e5ller p\u00e5 att suddas ut. Det nya engelska begreppet\u00a0<strong><em>AUTOMATION THEATER<\/em>\u00a0handlar n\u00e4mligen om automatiserade kundupplevelser som i sig sj\u00e4lva \u00e4r \u00f6vertygande och magiska.<\/strong><\/p>\n<p>Det inneb\u00e4r upplevelser som kombinerar hastighet, precision eller effektivitet, med lekfullhet och gl\u00e4dje. Kundupplevelser som konsumenter kommer att vara villiga att resa f\u00f6r att uppleva och interagera med och \u00e4r villiga att \u00e4gna mycket tid \u00e5t.\u00a0S\u00e5 varf\u00f6r \u00e4r tiden inne att erbjuda b\u00e5de automatisering och robotiserad magi i ett?<\/p>\n<p><strong>M\u00e4nniskan<\/strong><br \/>\nMiljoner m\u00e4nniskor p\u00e5 marknader runt om i v\u00e4rlden befarar att automatisering leder oss mot en dyster framtid. F\u00f6r att lyfta ett exempel visade en\u00a0<a href=\"https:\/\/www.pewresearch.org\/global\/2018\/09\/13\/in-advanced-and-emerging-economies-alike-worries-about-job-automation\/\" target=\"_blank\" rel=\"noopener noreferrer\">f\u00e4rsk unders\u00f6kning<\/a>\u00a0att en betydande majoritet av nio marknader (inklusive USA, Italien, Brasilien och Sydafrika) tror att automatisering kommer att f\u00f6rv\u00e4rra den ekonomiska oj\u00e4mlikheten (Pew Research, september 2018).<\/p>\n<p>Med dessa f\u00f6ruts\u00e4ttningar och med den breda \u201d<a href=\"https:\/\/www.moneygap.co.uk\/techlash-mean-for-future\/\" target=\"_blank\" rel=\"noopener noreferrer\">techlash<\/a>\u201d\u00a0som fortfarande h\u00e4rjar, kommer varum\u00e4rken som anv\u00e4nder sig av automationsteknik f\u00f6r magiska, m\u00e4nskliga centrerade upplevelser ocks\u00e5 att komma med tydliga och lugnande uttalanden om sina v\u00e4rderingar n\u00e4r det g\u00e4ller teknik: &#8221;vi ska anv\u00e4nda automatisering f\u00f6r m\u00e4nniskor, inte mot dem!&#8221;<\/p>\n<p><strong>H\u00f6jden av nyfikenhet<\/strong><br \/>\nEtablerade och h\u00f6gprofilerade automatiska upplevelser som Amazon Go Store och Alibabas Tao Cafe, samt en m\u00e4ngd g\u00e4stv\u00e4nliga koncept (<a href=\"https:\/\/welovebudapest.com\/en\/2019\/01\/15\/first-cafe-with-robot-staff-opens-in-budapest\/\" target=\"_blank\" rel=\"noopener noreferrer\">Budapest \u00f6ppnar caf\u00e9 med robotar<\/a>)\u00a0har tagit \u201dlive-automatiserad kundservice\u201d till en st\u00f6rre publik av konsumenter. \u00c4ven om dessa tekniker &#8211; framf\u00f6r allt robotar \u2013 \u00e4r och f\u00f6rblir ok\u00e4nda, \u00e4r konsumenterna oerh\u00f6rt nyfikna p\u00e5 dem. En dos av\u00a0<em>automation theater<\/em>\u00a0skulle tillfredsst\u00e4lla denna nyfikenhet och lindra och f\u00f6rhindra (!) den tekniska \u00e5ngest som diskuterats ovan. S\u00e5 forts\u00e4tt fram\u00e5t, fira robotarna och ge dem det utrymme de ska ha!<\/p>\n<p><strong>En automagisk evolution<\/strong><br \/>\nDenna trend kan f\u00f6rst\u00e5s tyckas bli kontraintuitiv, men sanningen \u00e4r att konsumenter redan har f\u00e5tt en glimt av hur automatisering och magi kan kombineras. Ta exemplet med den sortens effektiva digitala tj\u00e4nster som automatiserar en vardaglig uppgift s\u00e5 smart att resultatet upplevs \u201dautomagiskt\u201d. (T\u00e4nk p\u00e5 den d\u00e4r lite magiska k\u00e4nslan som uppn\u00e5s vid auto-sparande appar som till exempel Digit) Dessa konsumenter kommer nu att f\u00f6rv\u00e4nta sig IRL-upplevelser som erbjuder samma blandning av automation och magi.<br \/>\nOch ja, detta \u00e4r \u00e4nnu ett exempel p\u00e5 online-f\u00f6rv\u00e4ntningar som str\u00e4cker sig in i den fysiska v\u00e4rlden. Redo att nu erbjuda lite\u00a0<em>automation theater<\/em>? B\u00f6rja med att l\u00e5ta dig inspireras.<\/p>\n<p><em>Artikeln \u00e4r h\u00e4mtad fr\u00e5n\u00a0<a href=\"http:\/\/www.trendwatching.com\/\">www.trendwatching.com<\/a>\u00a0d\u00e4r EGN Sverige har tillst\u00e5nd att \u00f6vers\u00e4tta relevant material f\u00f6r Sveriges chefer, beslutsfattare och specialister. Trendwatching.com \u00e4r en\u00a0oberoende tankesmedja som scannar v\u00e4rlden f\u00f6r konsumenttrender, nya insikter och konkreta businessid\u00e9er.<\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Miljoner m\u00e4nniskor p\u00e5 marknader runt om i v\u00e4rlden befarar att automatisering leder oss mot en dyster framtid.<\/p>\n","protected":false},"author":36,"featured_media":1407,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[11],"tags":[],"class_list":["post-1406","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights"],"acf":[],"yoast_head":"<title>Automatiserade kundupplevelser skapar magi | EGN Sverige<\/title>\n<meta name=\"description\" content=\"EGN Sverige skriver artiklar och kr\u00f6nikor f\u00f6r att l\u00e5ta dig inspireras till att v\u00e4xa som chef och ledare. 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