4 Steps for Integrating Customer Care Automation Into Your Marketing Strategy

As featured in Destination CRM

The era of noreply@brand.com is over and the time for automated, conversational communications has arrived.

Today’s consumers expect more from their most loved brands, and companies must evolve to deliver real-time engagement that satisfies customer needs and wants.

Eighty percent of consumers say no retailer or service provider has ever sent them a communication that felt overly personal. Just look at L’Oréal. When it launched its Makeup Genius app, customers didn’t cry foul at facial recognition. Instead, they leapt at the opportunity to engage with the brand in that way, demonstrating that audiences are hungry for personalized experiences that add value beyond the product itself.

Automated communications have often sounded cold and impersonal. For example, the typical abandoned cart email tries to be relevant, but it frequently sounds like it was written to a mass audience, or the timing is a little off. To connect with customers, brands must find harmony in timeliness, relevance, and ease of use. Whether that harmony comes through traditional email or newer channels like SMS texting, web chat, or in-home voice assistance, personalized automation is the future of better customer experiences.

Real Engagement in Real Time

Real-time automated communications open the door to more personal branded conversations. People don’t want to wait on companies to make the next move—they expect momentary, highly relevant, seamless integration into their lifestyle. Brands can take advantage of that expectation to create more touchpoints and increase engagement, but to do so, they must connect on their audiences’ terms.

True engagement in this arena is channel-agnostic and suits the customer’s preferences. Conventional approaches typically focus on adding more channels as options and working to maximize results on each channel. The channel-agnostic approach focuses first on the customer’s holistic experience and then makes it convenient and easy across channels, adapting to the subtle differences with each. It is a customer-first, channel-second mind-set.

Consumers yearn for such freedom. Some prefer to text. Others spend their time chatting on social media. Brands must be in the right places at the right times, and they must bring all their knowledge and service capabilities with them. Hiring full teams for every possible channel is prohibitively expensive, but through automation, brands can meet today’s higher audience expectations.

Building Revenue on a Better Experience

With customer care automation, brands can increase engagement and improve loyalty programs, social connections, and abandoned cart returns. Further, marketers can access more timely, accurate customer data to orchestrate automated marketing programs across whichever channels customers want to use. If a customer tweets a negative sentiment about her recent experience, for instance, an automated response could immediately reach out with a personalized discount plus product recommendations to encourage future spending. No delays. No waiting for someone to comb through an email inbox. No missed opportunities to reengage the customer.

Opportunities to engage customers in automated conversations carry new lessons for brands. To take advantage of this new medium, companies must keep in mind that while their organizational skills built around email, social, and website messaging might be familiar, new practices—not old habits—will lead the way to growth.

The buzz around conversational artificial intelligence is growing louder. According to the latest research, the most successful brands in this automated future will use smarter tools to engage in relevant, detailed conversations. To position your company to benefit now and in the future, follow these steps to bring the power of automated personalization to your marketing strategy:

Identify your opportunities.

Where could your company benefit most from increased customer engagement?

Should you lead with your social engagement, loyalty program, product selection, value-added services, or personalized content?

Study potential areas of interest, and then consider how customer care automation technology could amplify your results.

Collaborate with customer care teams.

Marketing and customer care teams should work in tandem to bridge the gap between moments of service and moments of engagement that lead to new conversions. Talk to customer service and operations leaders to explore how automated conversations could positively impact KPIs on both sides.

Pick your moments.

Work with e-commerce leadership to clarify how automated conversations will provide pre- and post-purchase assistance to customers. Seek to provide help that is more timely or relevant than today’s live chat options. Use customer care automation to create seamless experiences for customers and new opportunities for marketers.

Seek outside inspiration.

What are your industry rivals doing with customer care automation? Explore case studies of successful companies to see how they answer questions, provide relevant experiences, and keep communications relevant throughout the customer journey. Then, identify and map out your top priorities.

Don’t believe the myth that customers want to buy and then be left alone. Today’s customers want relevant, real-time interactions with their favorite brands. To meet that expectation and plan for future opportunities, look to automated engagement to guide the way.

Fang Cheng is the CEO and cofounder of Linc Global, a customer care automation platform that helps brands differentiate with automated, value-added services and experiences across the channels shoppers prefer.

Subscribe to Linc Insights.

Stay updated on the latest in AI Automated Customer Assistance Software.


Insights for the Customer Experience.

Prioritize Customer Support to Navigate the Recovery

Prioritize Customer Support to Navigate the Recovery

Your CX Playbook: How to Build An Automation-First CX Strategy

Your CX Playbook: How to Build An Automation-First CX Strategy

Stimulate Buying When We Start Coming Out Of This

Stimulate Buying When We Start Coming Out Of This

Be More Responsive and Protect Your Brand In These Trying Times

Be More Responsive and Protect Your Brand In These Trying Times

eTail 2020 Highlights – Direct Customer Conversations Drive High Organic Revenue Growth

eTail 2020 Highlights – Direct Customer Conversations Drive High Organic Revenue Growth

How AI Makes Your Human Agents More Efficient

How AI Makes Your Human Agents More Efficient

Bespoke Customer Experience – Customization Doesn’t Involve Reinventing The Wheel

Bespoke Customer Experience – Customization Doesn’t Involve Reinventing The Wheel

2020 Customer Experience Trends – Privacy Will Get Real

2020 Customer Experience Trends – Privacy Will Get Real

The Quality of AI Will Make Or Break Brands This Year – 2020 Trends

The Quality of AI Will Make Or Break Brands This Year – 2020 Trends

2020 Trends in Customer Experience – Both Free and Fast Matter

2020 Trends in Customer Experience – Both Free and Fast Matter

2020 Trends in Customer Experience- Two-Way Conversations Flourish

2020 Trends in Customer Experience- Two-Way Conversations Flourish

Why conversational commerce is a must-have after this holiday season

Why conversational commerce is a must-have after this holiday season

2019 Conversational AI Recap

2019 Conversational AI Recap

New Feature: FAQ Curator for Conversational AI and Post-Purchase Engagement

New Feature: FAQ Curator for Conversational AI and Post-Purchase Engagement

5 Reasons Why Retailers Should Optimize For Live Chat

5 Reasons Why Retailers Should Optimize For Live Chat

2020 Trends in Customer Experience- Two-Way Conversations Flourish

2020 Trends in Customer Experience- Two-Way Conversations Flourish

2020 Trends in Customer Experience- Service is the Secret Sauce

2020 Trends in Customer Experience- Service is the Secret Sauce

2019 Holiday Survival Tips For Retailer’s: Automate Predictive Intelligence To Drive

2019 Holiday Survival Tips For Retailer’s: Automate Predictive Intelligence To Drive

2019 Holiday Survival Tips For Retailer’s – Spotlight loyalty club holiday perks

2019 Holiday Survival Tips For Retailer’s – Spotlight loyalty club holiday perks

2019 Holiday Survival Kit: Use Holiday Service as a Loyalty Builder

2019 Holiday Survival Kit: Use Holiday Service as a Loyalty Builder

How To Choose a Live Chat Vendor

How To Choose a Live Chat Vendor

2019 Holiday Survival Kit: Perfect Blended Human/AI Capabilities

2019 Holiday Survival Kit: Perfect Blended Human/AI Capabilities

2019 Holiday Survival Tips: Practice Omnichannel Transitions for Stellar Customer Experience

2019 Holiday Survival Tips: Practice Omnichannel Transitions for Stellar Customer Experience

2019 Holiday Planning | Content Preparation

2019 Holiday Planning | Content Preparation

2019 Holiday Prep Survival Kit

2019 Holiday Prep Survival Kit

Your Data Won’t Get Results Without Context

Your Data Won’t Get Results Without Context

Best Practices for Setting up a Referral Marketing Program

Best Practices for Setting up a Referral Marketing Program

How to Evaluate an Automated Shopper Assistance Platform

How to Evaluate an Automated Shopper Assistance Platform

Automated Shopper Assistance: What It Is and What It Means for Retailers

Automated Shopper Assistance: What It Is and What It Means for Retailers

Multi-Channel Customer Journeys Are The New Reality

Multi-Channel Customer Journeys Are The New Reality

Best Practices for Increasing Shopper Opt-In Rates

Best Practices for Increasing Shopper Opt-In Rates

The Role of Artificial Intelligence (AI) in Reshaping the Customer Experience

The Role of Artificial Intelligence (AI) in Reshaping the Customer Experience

Building Your Conversational Commerce Technology Stack

Building Your Conversational Commerce Technology Stack

New Feature Alert: Intelligent Promotion Botlet

New Feature Alert: Intelligent Promotion Botlet

Turning Touchpoints into a Journey

Turning Touchpoints into a Journey

Designing a Customer Experience Strategy for Conversational Commerce

Designing a Customer Experience Strategy for Conversational Commerce

How the New Silo-Less Organization is Creating a CX Evolution

How the New Silo-Less Organization is Creating a CX Evolution

Best Practices for Customer Engagement at Every Touchpoint

Best Practices for Customer Engagement at Every Touchpoint

New Feature Alert: Automated Assistance for BOPIS

New Feature Alert: Automated Assistance for BOPIS

New Feature Alert: Content Inspiration Botlet

New Feature Alert: Content Inspiration Botlet

6 Costly Misunderstandings about Chatbots and Amazon Alexa

6 Costly Misunderstandings about Chatbots and Amazon Alexa

2019 Omni-Channel Tech Journey

2019 Omni-Channel Tech Journey

4 Steps for Integrating Customer Care Automation Into Your Marketing Strategy

4 Steps for Integrating Customer Care Automation Into Your Marketing Strategy

Customer Experience as the New Competitive Battleground

Customer Experience as the New Competitive Battleground

Conversational Commerce is the Future and the Present

Conversational Commerce is the Future and the Present

Press Release | CUTS Clothing Automates the Customer Experience

Press Release | CUTS Clothing Automates the Customer Experience

The Future is Automation- How to Deploy Customer Care Automation as a Complement to Existing Post-Purchase Solutions

The Future is Automation- How to Deploy Customer Care Automation as a Complement to Existing Post-Purchase Solutions

New Feature Alert: Consultative Buying Botlet

New Feature Alert: Consultative Buying Botlet

Using Enriched Data to Enhance Automation, Marketing, eCommerce and Operations Programs

Using Enriched Data to Enhance Automation, Marketing, eCommerce and Operations Programs

New Feature Alert: Product Inspiration Botlet

New Feature Alert: Product Inspiration Botlet

The Evolution of Customer Care Automation

The Evolution of Customer Care Automation

Press Release: PureFormulas Automates Customer Engagement with Linc Global

Press Release: PureFormulas Automates Customer Engagement with Linc Global

Customer Success: PacSun Differentiates the Customer Experience

Customer Success: PacSun Differentiates the Customer Experience

How to Make a ChatBot Smarter

How to Make a ChatBot Smarter

The Challenges of Optimizing Post-Purchase in a Silo

The Challenges of Optimizing Post-Purchase in a Silo

New Feature: Automated Web Chat and How It Will Change Customer Engagement Benchmarks

New Feature: Automated Web Chat and How It Will Change Customer Engagement Benchmarks

New Feature: Organic Marketing Opt-In

New Feature: Organic Marketing Opt-In

Customer Highlight: How Lamps Plus Delivers an Innovative Customer Experience

Customer Highlight: How Lamps Plus Delivers an Innovative Customer Experience

Six Challenges You Need To Conquer To Effectively Deliver Automated Customer Care

Six Challenges You Need To Conquer To Effectively Deliver Automated Customer Care

Schedule a Demo

 

Schedule a call with one of our experts to start building your AI roadmap.