Introduction to Automation and Self-Service

Learning Level: Manager

Format: 3 Hours

Delivery: Virtual

Customers want faster, easier ways to get answers, while organisations need to balance service quality and efficiency. This course helps you understand how automation and self-service can transform the contact centre experience without losing the human touch.

Automation and self-service are reshaping the way contact centres support customers. From virtual assistants and knowledge bases to intelligent routing and automated processes, organisations are creating faster, more consistent experiences while reducing unnecessary customer effort.

This practical automation and self-service training for contact centres, explores how to identify the right opportunities for automation and where human interaction continues to add the greatest value. You’ll learn how to balance efficiency with customer experience, ensuring technology enhances rather than replaces meaningful customer engagement.

You’ll discover the key principles behind successful self-service design, including what customers expect, common reasons self-service solutions fail, and how to create journeys that feel intuitive and effortless. The course also examines emerging automation technologies and their growing role in modern service environments.

Through real world examples, discussions and practical activities, you’ll build confidence in evaluating automation opportunities within your own operation. Whether you’re introducing new technology or improving existing customer journeys, you’ll leave with a clearer blueprint for success and a stronger understanding of how automation supports a high-performing, customer-focused contact centre.

Course content

Automation fundamentals Understand automation types, capabilities and their role within modern service operations.

Self-service expectations Explore changing customer preferences and what drives successful self-service adoption.

Customer journey mapping Identify friction points and opportunities to automate repetitive customer interactions.

Human versus automation Determine where people add value and technology creates efficiency.

Automation technologies Examine chatbots, virtual assistants and intelligent workflow solutions in practice.

Designing self-service Learn principles that create simple, intuitive and effective customer experiences.

Measuring success Define meaningful measures of success for automation and self-service initiatives.

Overcoming barriers Recognise challenges affecting adoption, trust and customer satisfaction outcomes.

Implementation considerations Understand practical factors influencing successful automation deployment and change.

Future trends Explore emerging innovations shaping the future of customer experience delivery.

Learning outcomes

Identify automation opportunities that improve efficiency while enhancing customer experience outcomes.

Evaluate self-service solutions based on customer needs, journey effectiveness and business value.

Understand where human interaction delivers greater value within automated service environments.

Recognise common barriers that reduce adoption and effectiveness of self-service channels.

Assess customer journeys to remove effort and improve service accessibility.

Explore emerging automation technologies and their practical application within contact centres.

Create a balanced approach combining technology, customer experience and operational performance.

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Who should attend?

Contact centre professionals looking to improve customer journeys through smarter service design.

What will you learn?

Design effective self-service experiences that improve customer outcomes.

How much is it?

£375 + VAT. Members receive a 20% discount.

Format Info

3 hour online workshop, using Zoom.

Group discount

Additional discounts available for group bookings

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For more than 30 years, the CCMA has been dedicated to supporting contact centre leaders. We push ourselves to do more for our thriving membership base, which is the largest community of industry professionals in the UK.

The CCMA was founded with the goal of sharing best practice and networking to improve skills and knowledge in order to progress contact centre operations - and we live by that to this day.

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Contact Us

0333 939 9964
info@ccma.org.uk
CCMA Ventures Limited
5th Floor
16 Great Queen Street
Covent Garden
London
WC2B 5DG
CCMA LinkedIn

Reg No: 5799326