Instead, we must use automation to segment customer groups. This gives us the opportunity to provide smart levels of generic support, geared to a particular group, providing products, services, and support which fit in with their expectations.
In this sense, our automated processes become hidden in plain sight. We use these processes to enhance levels of customer engagement, to understand different customer groups and what they want, and to gain insight into how to turn one-off customers into loyal clients. Marketing automation doesn’t involve churning out general responses en masse; it’s a support system, enabling us to connect customers with what they need.
First of all, automated interaction with different customer groups needs to be monitored. Processes which might work one week aren’t guaranteed to work the next, and – while automation software can give us data and insight into what’s and what’s not performing well – it can’t make the changes for us. Automated procedures, coupled with personal monitoring, are the way forward. What’s more, we must understand when to interject with personal interaction; when to override automation and deliver assistance and support ourselves. Again, we learn this by keeping track of the system and by monitoring customer movements and actions.
Personalization is personalization. And as of right now, AI infused into marketing automation may be the only way to deliver real personalization.
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