From a market worth of only $250 million in 2016, the RPA number in terms of market share is expected to reach an appalling $2.9 billion in 2021, according to a prediction by Forrester1. But what really matters for enterprises is that, whether these numbers echo their customer experience.

Read on to find out the end-user perspective of your celebrated RPA services.

Making tasks effortless for customers

RPA for customers, works on the principle of least effort expectation on the part of end-users. By removing process siloes and by synthesising and integrating data better, RPA does most of the work that the customer has to do, to get needs satisfied. Based on real-time tracking of customer activity, RPA offers great savings to your customers in terms of money and time. What customers see in your RPA-powered services is not the chatbots and the visualized data dashboards, but the value-added services that are delivered to them.

Providing customers with insights from their own online behaviour

On multiple occasions, the average shopper is delighted to find how far he or she is from the number of points needed to get into the VIP tier of her favourite brand; to be subtly reminded of long period of dormancy with his or her service provider. These are touch points to kindle the wow factor in your customers and when you’re RPA does it for you, you find the customer lifetime value enhanced manifold.

Conservative RPA vs. Frontend-facing RPA

Traditionally, RPA was used in the back-end, to take over redundant and mundane processes and accelerate the speed of transactions. Today, customer-facing RPA has become all the more qualitative and uses intuitive technology to proactively serve better not to customer needs – but even before the need arises.

UI based cognitive RPA – the double edged sword

While the cognitive RPA is one where the hi-tech bots are programmed to interact with your UI, customers may be taken aback by the chaos created, should there be any regulatory requirement to change the upstream or downstream of the interface. According to a research of over 1000 IT professionals, the EMA2 has found that over 20% of the subjects are using bots with current screens and are migrating towards use of APIs that bring more constancy to RPA.

A robust RPA can help customers give you a huge NPS (Net Promoter Score)

We have come a long way from old school methods of feedback surveys. The shrewd Gen X customer never likes to be bugged for information, but likes to be presented with information. The basic “How did you like our services” question can be number-crunched using AI technologies and can be used to boost your NPS. An organization with impressive NPS attracts newer and bigger customers. Thus, RPA can transform the way customers think and interact with your brand.

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About the author

Janaha Vivek is the Senior Marketing Executive at Zuci. Having expertise in Fintech with a background in Sales & Marketing, he is extremely passionate about new technology, innovation and learning.
Check him out at Janaha Vivek.