Staying authentic in the age of automation

The merits of customer experience (CX) automation, leveraging advanced technologies from AI to machine learning, data analytics, chatbots and trigger-based email platforms, to name but a few, are undeniable for today’s businesses.

From the ability to deliver faster response times, operational efficiencies, incisive targeting of customers most likely to make a purchase and, by using the most appropriate communication channels, cost-efficiencies, it is clear to see why it has become central to so many organisation’s marketing strategies.

Effectively integrating automated customer engagement tools into the omnichannel marketing mix – when supported with marketing knowledge and expertise – can aid brands in their efforts to effortlessly guide customers along a frictionless purchasing journey, making a lasting connection and ultimately driving sales.

Indeed, technology’s ability to seamlessly help brands achieve more with less effort is arguably the biggest asset to any organisation and one that has already been demonstrated by a plethora of international brands.

The human touch

Despite its perceived value, however, the tendency of many businesses to ‘over-automate’ their omnichannel marketing campaigns can lead to consumer disconnect, as a result of customer’s feeling a lack of a human connection with a brand. This inevitably leads to an overall poor CX.

In an age where positive CX has become the key brand differentiator – with 42% percent of consumers worldwide willing to pay more for a friendly, welcoming experience[1] – companies must be careful to not lose sight of the fundamental value and critical need for human-to-human interactions with customers.

Even as technology improves and automation becomes more prevalent, a resounding 75% of consumers say they want more human interaction from organisations they deal with, according to the PWC Future of Customer Experience Survey[2]. Delivering a technology-driven experience that still feels ‘human’, therefore, is critical to success.

Mixing automated and human elements in a marketing strategy can often make for enhanced customer experiences that remain authentic, particularly in sectors where consumer loyalties remain especially fickle.

Automations ability to examine vast amounts of customer information, identify patterns and place relevant customer insights at the fingertips of modern businesses, for instance, can help sales teams better nurture leads and convert then to sales. By retraining and reskilling workers in the age of automation, brands can ensure they have the internal proficiencies to maximise such data-driven insights and deliver a human-led CX that is relevant, highly personalised and timely for consumers.

Maximising the opportunity

As brands seek to capitalise on the marketing automation opportunity, they are increasingly recognising the value of working with a knowledgeable and experienced customer communications partner like Paragon Customer Communications in order to master their customer data and maximise its value.

With the support of a strategic partner, organisations are able to deliver large, sophisticated and successful marketing programmes even with a small team. In fact, our marketing automation solution gives a complete suite of advice and tools to automate key parts of your customer journey, in turn, freeing up essential resources to work on higher value, strategic activities.