According to the Australian Bureau of Statistics, there are over 2.5 million actively trading businesses in Australia. With over 470,000 new businesses entering the market during the 2021/2022 period, businesses are trying to find ways to attract more customers even though their competitors are rapidly increasing.
If a business engages its customers, it’s already one step closer to creating a lasting impression on the customers’ journeys. Often referred to as CX, the customer experience has become an important touch point in a business’s strategy.
Many contemporary businesses are turning to Customer Relationship Management (CRM) and marketing automation to set themselves apart by offering unparalleled customer experience.
While CRM and marketing automation software may seem similar, the functions they offer are different, but when used together, they can provide a more effective solution to increase customer satisfaction.
Integrating automation and CRM to provide a more personalised customer experience
With traditional marketing methods becoming obsolete, businesses are integrating marketing automation with their CRM to take their marketing efforts to the next level and offer a more personalised customer experience.
Marketing teams are using the customer insights that are made available through this integration to come up with marketing strategies that can convert more clients.
For instance, the information you gain through email exchanges with a customer can be quite difficult to decipher on your own without using any tools. It, however, becomes much simpler and faster with the right automation tools in place that can trigger personalised and relevant emails each time a customer converts on your website.
Having access to this information can make your marketing efforts more successful and you can integrate the data-gathering process to create more satisfied customers.
You can also use A/B testing to make your efforts more successful as the CRM and marketing automation software can help to identify which messages and images are performing better. You can make the necessary modifications and send out personalised and optimised emails.
Upselling, lead generation, and converting leads into customers also become easier as you have the insights you need for a more targeted and personalised marketing strategy.
Encouraging customer interactions
With so many businesses emerging, customers are spoiled for choice, and building trust is an important step. Building these relationships of trust starts with businesses listening to what their customers need and altering ongoing conversations to improve their experience.
CRM and marketing automation software help create an automated process to obtain and utilise customer feedback regarding your products or services, your customer service, and the impact your marketing campaigns are having.
You can strategically insert customer feedback or satisfaction surveys on your website, social media platforms, and other forums so that you can obtain real-time feedback and generate exceptional results.
Using marketing automation, you can also segment your audience to get the most relevant feedback. You can use this information to create landing pages that appeal to your audience and address the relevant pain points, making it much more likely that they will convert and become a loyal customer.
Offering customers the content they want
If you run a female-centric cosmetics company, do you want to push your new line of products to a male population that doesn’t use them? Or if you sell home entertainment systems, do you want to inadvertently send blogs about the latest trends in the industry to customers who are looking to purchase kitchen appliances?
Studies show that people want to see relevant content before they even consider talking about sales—this creates a significant challenge in content marketing.
Marketing automation ensures that the content you create will be pushed to the key market segments that identify with the pain points that are reflected in the content.
These targeted messaging strategies will not only improve customer experience but also increase the trust that they have in your business. It also increases the likelihood that first-time customers will turn into loyal customers.
Having the right automation system and CRM platform will streamline the process and improve your digital marketing efforts.
Leveraging the power of marketing automation ensures that your business is well equipped to deliver consistent and positive customer experiences. This can occur across multiple channels and throughout the customer’s lifecycle.
Channels can include automated emails, webinars, and even conversations with chatbots—to name a few. You can also use technology such as SMS, push notifications, and text messages to your advantage as well.
Updating customer data
CRM helps your business streamline customer data, but it’s also important to have all of your customers’ records in a single location to make it easier to access them without switching between apps. Even if the data is located in different apps, it should be in sync.
When your business has the CRM and marketing automation software it needs, you don’t have to waste time searching for a customer’s information if they contact you with an inquiry.
You can have a two-way sync between your tools to ensure that your data is updated in real-time across all devices. Whether it’s your customer service team, sales team, or marketing team, they can quickly address a customer’s queries.
CRM and marketing automation—a trusted option for an unparalleled customer experience
Marketing automation software and CRM tools can provide solutions for any stage of a customer’s lifecycle.
By enabling a positive customer experience, these tools can help boost your performance indicators and help you reach the audience you want with maximum impact.
If you’re interested in learning more about marketing automation and CRM and what they can do for your business, schedule a free consultation with one of our experts today.