Marketing Automation and its importance in improving the customer experience

Marketing Automation is a set of techniques and processes whose primary objective is to scale up the operations that any company must maintain with its customers. This, through a series of predefined values by means of a study, is executed in an automated way, restricting human contact to those situations that are strictly necessary.The development of these automated processes not only has advantages for the company, but also for the customers.

Marketing Automation and its importance in improving the customer experience

Marketing Automation is a set of techniques and processes whose primary objective is to scale up the operations that any company must maintain with its customers. This, through a series of predefined values by means of a study, is executed in an automated way, restricting human contact to those situations that are strictly necessary.The development of these automated processes not only has advantages for the company, but also for the customers. In fact, it provides them with a better experience when using the company's services. But how exactly do you do it? From BrainSINS we want to explain it to you in detail.

Why does Marketing Automation improve the customer experience?

Very simple. Let's imagine that you have just created a corporation to operate on the Internet and that you are trying to gain the loyalty of your first customers. To achieve this, it will be essential that you generate confidence in them. But how? First of all, by giving the fastest possible answers to their requests. For example, by automating the registration or purchase confirmation processes or by sending them newsletters so that they have the feeling that they are aware of the latest offers published before anyone else.Beyond this, we must also talk about the high degree of personalization that Marketin Automation strategies make possible. The more the campaign is adapted to the user, the easier it will be for them to become loyal and make their purchases.

Don't forget that when a customer is satisfied with his experience, he is more likely to repeat it in the future.For example, a study by the Harvard Deusto Review states that increasing the customer retention rate by 5% can increase profits by 25-95%. Without a doubt, this is a strong argument to convince you to bet on Marketing Automation to improve the experience of your users when using your services.In addition, it is estimated that it costs between 4 and 6 times more to attract a new customer than to keep them with the company. Likewise, an increase of 10 n in the above-mentioned retention value can mean an increase of 30 n in the value of your company.

How to improve the customer experience through Marketing Automation?

Without a doubt, there are a series of Marketing Automation actions that can be very helpful when it comes to offering a better customer experience and, therefore, building the loyalty of those you already have. Its application is necessary from the very moment you set up your partnership. Let's see what they are:
  • Customer segmentation. The first and most important. The premise is clear: you must deliver the right message to the right person at the right time. That is the holy grail of personalization. But, to segment, you must have previously obtained detailed information about your users.

    We are talking about their age, sex, profession or any other information that may be useful to you. The best way to get it is through registration forms that provide some additional benefit such as a small discount on the first purchase.

  • Integrate your Marketing Automation tools into your CRM. The information obtained in the process of segmentation of your public must be registered immediately in your CRM. This will be the key to designing the personalized actions you want to carry out. The more information you have, the better you can treat them.
  • It generates quality content. It won't do you any good to perform the two steps above if you don't provide your users with quality content that will engage them. The key is that they have to do with your business. For example, if you sell products related to running, it is probably a good idea to upload news related to athletics or comparisons of supplements and running clothes. Obviously, your customers will be attracted to them and will have the perception that you care about them.
  • Properly organize workflows.

    Keep in mind from the beginning that although Marketing Automation automates the processes, it does not manage the work itself. Therefore, you will have to collaborate with the rest of the sales team on how to act and how to respond to the demands of your customers in a proper way.

  • Analyze what you do through the tool. Never, under any circumstances, bombard your clients with content and messages as this will only result in them generating a negative image of you. Obviously, you must not fall short or they will feel that you are not there. The key is to dose these contents and, above all, give them variety so as not to fall into a routine and repetition.
That said, what exactly can you automate through this technique? We can say that the following:
  • Conversations and records. That is, the processes of purchase confirmation and subscription as a user.
  • Outbound Marketing. It is basic to transfer your customers captured by traditional methods to your online platforms and to get them to interact with your content.
  • Lead Nurturing. This process refers to those users who have already registered but are not ready to make a purchase. Its aim is to guide them through the conversion process.
  • Automation of the customer's life cycle.

    From the welcome email to the unsubscription email. Along the way, there will be 'newsletters', birthday greetings, etc.



Conclusions about Marketing Automation and its ability to improve the customer experience

In short, Marketing Automation gives users the assurance that they have performed their actions within your web environment properly. It also keeps them informed at all times of how you have planned your recruitment and loyalty campaign. All this, as you can imagine, translates into a reliable, safe and quality experience that will probably make the customer repeat in the future.