How To Automate Customer Experience Marketing


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Customer experience is all about engaging your customers and providing them the assurance that you are with them at each stage of the customer life cycle. This includes answering pre-sales questions, onboarding them after purchase and offering prompt technical support each time something goes wrong. Customer experience is a critical component of marketing since it is the essential precursor to word of mouth referrals that, according to some studies, is regarded to most influential factor among buyers.

Managing customer experience can however be quite resource-intensive. Depending on the average purchase value and the number of customers you have, it can be economically infeasible to handle all inbound queries through a support desk. This is where automation kicks in. Customer experience automation is the process of identifying repeating, duplicable tasks that customer experience managers perform that can be replaced with computer-initiated tasks. By
replacing a human process with one that is performed by the computer, businesses may free up their human labor that can be put into high value adding tasks.

So how does one go about automating customer experience. You do not have to reinvent the wheel thanks to the several tools already available in the market today. By comparing the features of these multiple marketing automation platforms, it is possible to find one that fits your bill. In this article, we will take a look at what these features are and how you should go about automating the process.

Populate Customer Email ID Into Database: The first step towards an efficient customer experience management is to automate the process of gathering your prospects' email addresses. For inbound enquiries, you may integrate your enquiry forms with email marketing tools like MailChimp or sales automation services like HubSpot and Marketo. If you have a dedicated sales team who cold call or email prospects, then it is a good idea to integrate your sales database like DiscoverORG with your Salesforce in order to automate the outreach process.

Configure Outreach: No matter how targeted your prospects are, it still takes more than a couple of outreaches for them to turn into a warm lead. There are a number of email marketing and autoresponder tools that make it easy to automate the process of reaching out to your leads. Services like QuickMail make it possible for businesses to send these outreach emails through their own email accounts which makes the process appear more natural to the customer thereby enhancing trust and in turn, conversions.

Onboarding Automation: Onboarding is the process of bringing your customer up to speed on your product features. There are several ways to do it. One low cost way is to send scheduled email newsletters to your customers explaining the various features of your product. But this may not always work especially if your customer wants to get used to the product quicker. In such cases, it is best to create a walk-through within your website that will explain the visitor what various elements of the website does and how to do what they want to do.

Customer Support: The final part of the puzzle when it comes to experience management is supporting the customer. A lot of businesses make use of knowledge banks to automate this process. It however does not work since paying subscribers would rather want personalized guidance from support teams rather than cookie-cutter responses. While this is still an evolving industry, there are services like AgentBot and Digital Genius that make use of artificial intelligence to automate customer support.

No matter how good your automation is, nothing replaces human engagement. What this means is that regardless of all these tools above, you will still need human employees to reach out and work with customers to help them solve their issues. But in a lot of cases, turnaround times are much more critical human connect and this where automating the process will bring about an efficient and productive customer experience team for your business.


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