CRM - Does Technology Improve Customer Relationships?

Appian publishes the results of its "Business Automation Technologies and the Customer Experience" study. The goal was to gain a better understanding of the attitudes of employees in large companies in the U.S. and Europe toward business automation technologies and the "humanization" of the customer relationship.

In light of the Covid 19 pandemic, this issue becomes even more pressing for organizations. Current social distancing policies - which separate companies from their customers - highlight the need to harness the potential of technology to strengthen customer relationships.

The key question here is whether business automation technologies create better customer experiences, enabling companies to better anticipate and meet the needs of their customers - creating stronger customer relationships.

82 percent of study participants agree that companies need to focus on increasing the human factor as part of the customer interaction.

However, only four in ten respondents see the way their company uses automation as helping "to a great extent" to build stronger customer relationships.