#What is CPA?

Conversational Process Automation (CPA) refers to the management of customer-facing processes and optimisation of such processes through automation strategies.

The term “Conversational” indicates the communication between an individual and a business via automated systems like chatbots. The communication develops into a two-way system, therefore CPA can be applied in both directions: when an individual performs queries to a business and when a business needs to communicate with an individual.

The role of CPA is to improve the efficiency of customer-facing processes by automating them either fully or partially. Usually, this involves an expert chatbot that interacts with customers, collects their input and delivers it to the business in a structured format, easy to handle. Most of the time CPA is integrated with core business processes and systems or can even allow straight-through-processing (STP).

Examples of CPA integrations include connection with automation platforms (e.g. RPA & low-code automation), insurance platforms (e.g. policy, billing and claims) and on-premises applications (claims and policy systems).

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Moreover, CPA brings a scientific and evidence-based approach into the equation by leveraging customer data insights and advanced analytics. Examples of this include quantitative feedback analysis (e.g. TNPS - Transactional Net Promoter Score or CSAT - Customer Satisfaction), qualitative feedback (e.g. verbatim feedback), behavioural analytics (e.g. how the chatbot is performing according to demographics, how are individuals interacting with the chatbot etc.). Such insights become the ground for continuous improvement and inform on how to optimise the end-user conversational experience but also, more widely, how to improve the underlying process.

To deepen, read the blog Conversational Process Automation: what is it and how is it better?