When it comes to a customer’s journey, an organisation’s ability to deliver an unmatched experience is critical.
The challenge is identifying how the customer can be made the company’s focal point and how employees can work together to deliver a better customer experience. This is where a customer journey automation platform becomes an essential tool for businesses.
What can customer journey automation do for you?
Customer journey automation can help your organisation understand where the customer experience needs to be improved by giving a clear view of all customer touchpoints. It can give your company the information needed to focus on the important aspects of business that are impacting customers.
An in-depth understanding of customer behaviours can help customer service representatives, for example, to respond to any customer queries or feedback collaboratively to help the customer.
Customer journey automation can also help improve customer centricity, allowing you to take action when you observe something that needs to be corrected.
How can you select the best customer journey automation platform for your business?
Today, several platforms help with automating the customer journey, and selecting the right one for your business can be tough. Here are a few ways you can select the best platform.
User interface
The first time that customers connect with automation platforms is through their user interface.
Some of the basic yet important features a user interface should possess include delivering accurate information, offering results in a few clicks, and being simple to use and intuitive to browse.
It’s always a good idea to get a demo or even a free trial to ensure that the platform meets your needs. While some platforms may offer similar user interfaces, you must get a feel for them.
Having members of your customer service team try the software out or even take part in a detailed demo could help you iron out any questions they may have about its compatibility with your processes and whether it meets your expectations.
Features
Depending on the product, the characteristics of the platform will vary.
Businesses should first conduct preliminary research into the different types of customer journey automation platforms in the market and identify which ones meet their specific needs.
Take into account the platform or processes you’re currently using, determine the areas that need to improve, and deduce what you expect from an automation platform.
If you require additional capabilities or features, you could consider platforms with specific integrations.
Customer service options
When it comes to an automation platform, customer assistance is perhaps one of the most overlooked or disregarded features.
Every automation platform has some type of customer service and when considering an automation platform, you must get the features you’re looking for and most importantly, you should have the support you need to execute the features of the platform effectively.
For instance, should you run into an issue while you’re using the platform, you must have high-quality customer service or a dedicated automation expert who you can speak to and resolve your issue quickly without having to spend days or weeks waiting for a reply.
Inquire about your potential automation platforms’ after-care services and you could even speak to some of their existing clients to check on their availability and responsiveness to any issues.
Analytics and reporting
The best automation tools in the market give you access to real-time data that helps you make informed decisions.
Having insights into your customers’ behaviours is critical. Everything from understanding their purchasing habits to knowing their most browsed products or services can give you the information you need to strategically align your business with what your customers are looking for.
You can also get insights into your current marketing initiatives and what you need to do to make them more effective and drive revenue.
Cost and scalability
A customer journey automation platform should be economical and must offer demos or trials that can allow you to test out the platform before making a commitment.
Make sure that you take the time to properly analyse the platforms you’re considering rather than settling for a subpar platform that may be cost-effective but doesn’t offer any advantages in the long run.
Consider all the fees and charges that may be applicable and any hidden costs that can create problems when it comes to purchasing the product.
Make the best choice for your business—and your customers
Selecting a customer journey automation platform can be difficult with the number of options available in the market, but using an automation platform allows companies to accurately determine a customer’s persona.
This information helps organisations recalculate their best course of action for each customer and let their employees act in the customer’s best interest. In addition, with customer needs and wants constantly changing, businesses can keep a close eye on customer trends and modify their marketing strategies to complement them.
If you want to learn more about automation and how you can benefit from an automation platform for customers, schedule a consultation with one of our automation experts.