3 Ways to Improve Customer Experience by Automating Your Marketing
Customer experience
With so many small and medium-sized businesses out there, competition can seem fierce and you’re probably worried about how to find or keep customers.
One solution is to differentiate yourself through excellent customer experience.
Every contact between your team and an existing or prospective customer always leaves a lasting impression on the buyer. This impression is shaped by all interactions with your company.
It even has a name. It’s called customer experience (CX). Now you just have to improve it.
This article explores the elements that make up customer experience and how you can use it to attract new customers.
Defining the customer experience
As Forbes explains, there are many c level or decision maker email list factors that determine a good or bad customer experience. They include the effectiveness and quality of a product or service and the ability of your team to support customers after a sale. This quote sums it up well:
“Customer perception management is the most important aspect of branding. Every action a company takes contributes to the impression it leaves on the customer. Its impact can transform the customer experience.”
The customer experience is found in several stages. These stages make up the purchasing journey. Interactions with your company are touchpoints.
Improving the customer experience helps attract new leads, and therefore new customers, to help your business grow.
Consumers appreciate being recognized
Have you ever walked into a store and been treated as if you hadn’t been invited? On the contrary, what would be your impression of a salesperson who remembered your name, your tastes and preferences and even what you bought during your last visit?
Which of these two experiences will leave you with the best memory? And which store will you want to come back to? The answer is simple: the one where the customer service team recognizes you, of course.
But when you move from a physical environment to a digital service, it becomes more difficult to leave a good, lasting impression.
In this case,
to gain trust and retain customers by convincing them that you know them well, you need to act on two elements: the management of large volumes of personal data, and the variety of communication channels. By effectively combining the two, you can then create a positive customer experience.
However, this is easier said than done, especially if your sales funnel generates a large volume of customers. There is a way to easily achieve the ultimate goal:
convince each customer that you are personally interested in them and, above all,
that you have the solution to his problem.
The solution: automate marketing
If you think this kind of responsiveness is impossible, you are wrong. If you are wondering what the benefits of marketing automation could be , we have the answer.
Let’s say you’ve launched a promotion targeting a specific demographic of your customer base, and created an automated follow-up email based on each contact’s response. Automating your marketing eliminates the risk of missing an opportunity due to response time or lack of responsiveness.
It’s also a way to
analyze the engagement bw lists you get and the performance of each email or landing page you launch online.
You have everything to gain: automating your communications frees you up to focus on more important tasks while the marketing automation system takes care of sending personalized and relevant emails each time a customer takes an action on your website, such as filling out an inquiry form or visiting a product page.
Today, businesses of all sizes are leveraging various marketing automation tools to enhance their customer experience.
It is also an opportunity to generate new leads and increase their conversion rate. Finally, it is a way to maximize the life cycle of your products and offers, boost your brand image and stimulate your sales.
How to improve customer experience (CX) with marketing automation?
Marketing automation isn’t just a term in advertising jargon: it’s a way to make every existing or prospective customer matter at every touchpoint with your business. Every business is different, and how you use marketing automation to improve the customer experience will depend on the unique challenges and needs of your industry. Some strategies, however, are more effective than others.
whatever your business. Still wondering how to improve the customer experience? Here are three solutions based on marketing automation.
Integrate automated communications into your CRM to better personalize the customer experience
In this section,
we answer the question, “How can customer experience benefit from automated marketing?” Customer relationship management (CRM) software can use or make accessible the entire history of your relationship with a consumer.
By integrating marketing automation features into your CRM, you take your customer experience to the next level. It’s also a way to assist your communications team in converting leads and prospective customers. For example, rather than simply having correspondence between you and a customer stored, how about a system that sends pre-prepared, highly personalized emails based on their behavior on your site?
Being able to access this type of data can multiply the impact of your communication efforts. With a marketing automation system integrated with your CRM, it’s easy to collect this type of data.
This also allows you to launch A/B tests. As you will have understood, this is another way to increase the effectiveness of your email marketing by determining the images or messages that obtain the best results in order to adjust and optimize your personalized emails.
You’ll quickly reduce unsubscribes and abandoned carts, encourage upsells, boost lead generation, and optimize conversions.
Stimulate conversation
To gain customer trust, you need to talk to them. Take the time to be quiet and listen to start a positive relationship with your consumers. In other words, initiate regular conversations to improve the customer experience.
This way you stimulate customer engagement, fueled by an automatic process of soliciting and making good use of customer feedback about your products, but also about customer service and your communication campaigns.
With an automated marketing system, you can, for example, broadcast a customer satisfaction survey on your websites and social networks in order to obtain maximum results. There are many other tips for using marketing automation to your advantage.
It’s a way to effectively segment your audience to get the most relevant feedback possible. This way, when a customer lands on a landing page, they’ve already converted.
Give customers what they want
Consider a real estate agency: there is no point in promoting luxury villas to a demographic that cannot afford them. For an appliance salesperson, there is no point in sending articles on how to choose a washing machine to someone who needs a new refrigerator.
According to research, the average consumer consults 3 to 5 information or articles about a product before contacting a seller. This is the great difficulty of content marketing .
Through an automated marketing system, content is directed to actions and touchpoints with a precisely targeted audience.
The customer experience is quickly improved and trust in your company is increased tenfold. Your new customers are naturally loyal.
Automating your communications can both simplify and optimize all of your marketing efforts.
By taking full advantage of marketing automation tools, you ensure your customers have a consistently positive experience. And this benefit is evident across all communication channels and at all stages of the customer journey.
Channels include, for example, webinars, automated emails or even conversations with chatbots. Messaging technologies (such as smartphone notifications , SMS or emails) will work in your favor.
How to use marketing automation to your advantage? How to install an automated marketing system?
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