Leigh Segall: Revolutionising Digital CX with Automation

Forms have now become a thing of the past in communications, as companies have shifted to harness digital platforms. 

However, digital forms often mirror their paper counterparts with limited and outdated innovation, which has left customers - particularly those of a younger generation - feeling disengaged. 

Such restrictions leave highly regulated industries like healthcare, finance and insurance struggling to deliver top-level customer experience (CX). This has limited innovation for companies who struggle to combat privacy regulations, which in turn impacts their ability to provide personalised seamless interactions.

Leigh Segall, CEO of Smart Communications, tells Mobile Magazine that reinventing form automation is the way forward. She explains that the technology to transform this process is already here and that mobile adoption is ushering in the next era of personalised CX.

Form automation tools

Often, digital form software solutions on the market are advertised as ‘form automation tools’, which will provide a quick way to create online forms. These claim to enhance CX, however, Leigh explains that this doesn’t count as form automation.

“Genuine form automation software is built to completely digitalise data collection processes for essential business and service applications,” she explains.

“Digital data collection goes beyond the information entered in fillable form fields. It offers customers numerous benefits, including the ability to prefill known information and validate data in real time to reduce NIGO rates and streamline processing.” 

Consistent and structured data intake, alongside real-time data validations, prevent businesses from picking up bad data. As a result, organisations are able to improve their approaches to data management and data hygiene for AI or machine learning technologies.

“This process also automates approval workflows and ensures all features are mobile enabled for accessibility,” Leigh says. “It seamlessly incorporates video content for enhanced engagement and provides a fully branded experience with flexible signing options like signature boxes and eSignatures. 

“These capabilities better suit the needs of modern users than the rigid form structures traditionally found online.”

Using the power of data

Ensuring positive CX can be complicated, whether that means dealing with policyholders or investment advisors of patients.

“Customers compare all of their digital interactions to the seamless experiences offered by online retailers,” Leigh explains. “As a result, insurers, investment banks and healthcare providers must bridge the gap between the experiences they provide and customer expectations.”

One solution is implementing forms that are mobile-first forms. In order to meet the needs of younger clients, a business will benefit from understanding their expectations and preferences.

These types of experiences must be designed to work seamlessly across digital channels so that the customer can decide on their preferred methods of communication.

“Customers are increasingly choosing mobile and web-based interactions for essential tasks like submitting personal information,” Leigh says.

“However, it’s important not to run away with this data. While mobile may be the way of the future, it’s still also important to accommodate those who prefer to provide their private data via traditional channels.”

Harnessing the potential of AI

As Gen AI continues to open the door to smarter information collection, companies can leverage these types of technology to automate data entry, improve form design and provide personalised experiences - all while improving data accuracy. 

This not only makes CX better, but also makes tasks easier for company workers.

“By utilising this technology, the future of customer experience will be characterised by empathy, innovation and a commitment to creating genuine value, ensuring that every customer interaction is not just satisfactory but memorable,” Leigh says. 

“It’s time to innovate the old, clunky forms into a tailored experience where the information is siphoned directly into a leverageable format.”

Leigh explains that, in order for these changes to take place, CX needs to reshape information collection. In order to personalise overall customer communication and deliver positive experiences for customers, she says that data collection needs to be completely digitalised in a format that suits a modern audience.

She says: “It’s time to break free from decades-old forms and reinvent the way businesses connect with their audiences. The future of CX starts here.”

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