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Striking the Right Balance Between Automation and Human Touch for Your Business

Category: The Growth Lab / 8 minutes to read
Author: Stephanie Heitman
Published: March 21st

Striking the Right Balance Between Automation and Human Touch for Your Business

Category: The Growth Lab / 8 minutes to read
Author: Stephanie Heitman
Published: March 21st

Personalization has become a major trend in marketing, and when you look at the statistics, it’s easy to see why. According to a report, 78% of consumers will engage with coupons and offers from a brand only if the offer is tailored to them, based on their past interactions with the business. 

But of course, when you’re dealing with lots of customers, you can’t expect your marketing and sales teams to maintain an encyclopedic knowledge of each and every customers’ wants, needs, and past behaviors. That’s where automation comes in. Automation can keep track of the data, empowering your team to step in with a more personalized human touch. 

Embrace Lead Management Technology to Keep Tabs on Your Relationships 

The first step in providing personalized service is knowing each of your customers’ needs and wants. One of the best ways to do that is to track their behaviors. 

Which pages have they visited on your website? What have they purchased in the past? Have they ever called or emailed with a problem or question? 

You may have many potential touch points with just one customer. When you have hundreds or thousands of customers, you likely can’t track that amount of information in a spreadsheet easily. That’s why lead management, monitoring, and other automation tools are so useful. 

Lead management tools track how, where, and when each customer interacts with your business. Armed with this information, your team can then offer more personalized service. 

Let’s say a customer made a recent purchase. When they call with an issue about it, your representative can quickly look up their profile and see exactly what they bought and if they’ve already called, emailed, or chatted with your business about the same issue. This makes the customer feel immediately seen and cared-for by your business. 

Stay in Touch With Email Segmentation 

Once you understand a bit about your customers, you can use the information in your lead management system to create segmented lists. You can divide them up by any attributes you choose – location, past purchases, interest in specific products or services, job title, or whatever makes the most sense for you. If you want to nail these customer variables, automation is the way to go.

From there, create email campaigns designed to speak to specific segments of your audience. Customers who made a recent purchase might get emails with a how-to video that helps them get the most out of their new item. You might send an email about your latest ebook to those who expressed interest in the topic you cover in the book. If you’re opening a new brick and mortar store in Chicago, consider emailing those in the area, inviting them to your grand opening. 

By segmenting your list, you’re able to provide each customer with the messaging and offers that are most relevant to them. And, if this isn’t something you’re looking to do on your own, you can partner with a marketing solutions provider to do it for you (hint, hint!)

Create a Social Connection 

Social media is a great way to stay in touch with your customers. Most everyone has at least one social media profile, and those who do are on their accounts daily. 

Staying on top of producing and distributing relevant content across social channels can be a tall order. If you want to maintain a regular posting schedule (and consistency is a must for effective social media marketing), there are fortunately a number of tools that allow you to schedule out content in advance. This means you can do all of your social media posts in one fell swoop, rather than setting aside time each day to post across your channels. 

With the time you save, your team can then focus on engagement. They can interact one-on-one with excited customers, field questions and concerns from those who have them, and otherwise provide the kind of personalized attention that builds trust online. 

Some businesses are hesitant to embrace automation because it feels like building a barrier between them and their customers. The reality is that, when used properly, automation empowers businesses to know their customers even better so that they can meet them with highly personalized service on each and every interaction. 

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