You may already know how marketing automation can benefit you as a marketing professional. A marketing automation programme (MAP) collates data, brings together and optimises cross-channel interactions into one database, and provides invaluable analytics to help you gauge your return on investment.
In other words, marketing automation tools help you streamline your strategic marketing actions.
But how about looking at what marketing automation does for your customer?
If you look at it from the customer’s point of view, you’ll see that Marketing Automation brings just as much value to customer experience as it does to you. The right marketing automation programme (MAP) gives you the knowledge to understand your customer’s journey as a whole. And, once you have that data, you can predict—and, better yet, respond to!–customer wants and needs, providing a seamless customer experience from end to end.
Here’s how Marketing Automation can boost your customer experience:
Know what your customer needs thanks to powerful analytics
MAPs give you the tools to track, target, personalise, and distribute content—basically, they help you give your customers the right content at the right time.
Remember: your customers are just as busy as you are, so they won’t want to spend their limited time wading through email duplicates and repeat approaches that are not right for them. Is your customer ready for a newsletter? Do they want to hear from you on a weekly basis or a monthly basis? How much contact is too much, and how much is just right?
Marketing automation analytics give you the data you need to assess customer readiness and to feed into your own campaign planning. Because when you know what each customer needs and target your approach accordingly, you won’t waste your customer’s valuable time. Your customer will appreciate your efforts, be thankful for the value you’ve provided at each interaction…and most importantly, be likelier to stick around.
Give them what they want—where they want it
MAPs help you see exactly where and how customers are interacting with you, so you can deliver optimal impact in all the right places.
Are they reaching out on their mobile devices? Do they want to engage on social media? Can they approach you easily across any of their preferred platforms? And do you know which of these platforms they prefer?
The right MAP will identify and quantify where your customers want to interact with you. Consequently giving you the information you need to effectively personalise, target, and optimise your marketing messages and user interface for each platform. Your customers will see what you have to offer and you’ll make it easier for them to save time and effort by connecting with you there.
Remember: your customers are busy, and they will appreciate your efforts to reach out exactly where THEY want to be.
Better feedback for you = better experience for them
A satisfied customer is a loyal customer. But do you really, truly know when your customers are happy? How do you measure and make sense of campaign data? Can you pinpoint where you could be reaching your customers better? Do you know what they prefer?
The right marketing automation tool enables you to get the feedback you need to provide your customers with a better service. You can ask the right questions and put feedback requests in the right places so your customers (a) know are listening to them, and (b) can give you the inputs you need to drive your strategy, assess its impact, and boost your customer’s overall experience.
Which initiatives give you a good return on investment? Which could do better? The data culled from a MAP can be used to fine tune your strategy and make a measurable difference in ensuring your customers feel like you really and truly listen to them.
In a nutshell: When you measure and optimise your marketing initiatives, you can give your customers value in each and every interaction. A satisfied customer is a loyal customer. And a loyal customer will stick around—and want more.