What is automation?
Automation isn’t a modern phenomenon. People have been automating tasks for centuries. Originally this meant creating a mechanical solution to a manual task, but more recently we’re automating using software and cloud services.
What started with fishing and waterwheels is now focused on writing code to offload the work of a person to a computer.
IBM defines Automation as “the application of technology, programs, robotics, or processes to achieve outcomes with minimal human input”. Nice!
There’s a massive opportunity for agencies to remove the need for ‘human input’, allowing your people to focus on work which returns more value for clients.
Are agencies any good at automation?
To put it bluntly. No.
Agencies are incredibly busy places. Productive hours are focused on delivering client work. New business, discovery, delivery and support. Many concurrent priorities.
The time for inspecting and improving ways of working are squeezed so much that progress with automation often happens in evenings and weekends.
Driven by frustration, a sole team member will use their own time to automate a painful task. Their work will then slowly permeate to others across the team until it’s adopted broadly.
They may or may not be praised for their efforts. Not having to do it manually may be enough of a driver.
The most popular targets for solo automation are the boring, repetitive and complex manual tasks which can’t be delegated or shared.
What opportunities are there for automation?
They’re endless. Every size and shape of agency will have tasks which nobody enjoys doing. They might be required once a project, or once a day, but they bring no joy.
The tasks that get automated first are often those assigned to a single frustrated employee. But the best place to start may well be with tasks which nobody owns. In these cases, no individual’s pain reaches the tipping point to just-do-it.
These are tasks which:
- Take a long time
- Are at risk of human error
- Happen inconsistently
- Need to collect accurate data
- Complicate team onboarding
- Demotivate
- Result in low quality manual output
How to get started with agency automation
Automation is an investment. It does require time, but it will benefit the team and the business into the future.
If you want to consider how much benefit automation could bring, consider time-boxing an audit before getting started with the work.
- Carve out time to audit the potential early focuses.
- Encourage team members to flag up their priorities for automation.
- Consider the time, quality or motivational benefits of each.
- Pick the first priority.
- Agree what the work looks like and who will do it.
- Prioritise and track the work in the same way you would a client project.
The benefits of agency automation
More time for client work
When you automate a task, it will take time from a current project. It always feels like the wrong place to be spending time.
But the benefit is that once complete, you have more time on the more valuable parts of every project into the future. Some maintenance might been needed to keep the automation running smoothly, but overall you should be freeing up time.
Improved quality
When tasks are boring or repetitive, they get rushed. Nobody wants to spend time carefully completing something that sends them to sleep.
By automating work nobody enjoys, you know you’ll get consistent quality of output. You won’t have to deal with the occasional mistakes that naturally occur when people are involved.
Reduced handovers
When a new team member joins, you don’t have to run through the manual processes any more.
You may still have to explain the automation to them, but it won’t take as long, and is less likely to be misunderstood.
Reduction of risk
Human error can result in hours or even days of firefighting. I’ve seen whole systems taken offline by a person not paying attention to a repetitive task.
By moving risky tasks to software or online services, you know the outcome will be the same every time, without risk of people getting it wrong.
Less demotivation
The way to get the best from people is to motivate them. Boring, repetitive work isn’t motivating to most people.
This benefit alone should be enough of a reason to start your automation journey. Invest in your team.
Accurate scheduling
An automated task can be triggered using a schedule. This allows things to happen at an exact time, rather than when a person has time, or one a person completes all the steps.
Knowing exactly when tasks will be complete is a superpower. Clients love it when they see consistent timing on any changes related to their projects.
Higher quality data
When you automate a task, you can record more data about it, and the information will always be accurate.
You can then use the data for reporting, to help further improvement in the future.
Conclusion
Not many agencies invest in automation. It can be challenging to find the time for it when all around there are fires being extinguished.
But carving out some time is an investment in the future of your team and your business. What’s stopping you?
Good luck!