Leveraging CX Automation

Customer experience (CX) is one of the most important assets in winning the battle for the customer because it promotes brand loyalty, enhances customer satisfaction and can increase your sales revenue in the long term. And happy customers will not only keep coming back, but will also make your business stand out.

In an article, Chris Pemberton, a contributor to Gartner.com writes:

“Customer experience (CX) is the new marketing battlefront. More than two-thirds of marketers say their companies compete mostly on the basis of CX, according to the 2017 Gartner Customer Experience in Marketing Survey. And in two years’ time, 81% say they expect to be competing mostly or completely on the basis of CX.”

Insights from a 2019 Digital Trends Report from Econsultancy in partnership with Adobe finds that the most successful companies are those that deliver outstanding personalized customer experience based on marketing automation and customer experience technology.

From the Forrester CX index, it appears that brands need a helping hand to deliver an excellent customer experience — and that comes in the form of CX automation.

CX Automation

The Econsultancy and Adobe report states that CX is now the priority for most businesses. In fact, a key insight from the report highlights the importance of customer data and the urgency of harnessing that data to improve a business’ bottom line.

CX automation refers to the tools that help improve the customer’s journey. Examples include technology such as chatbots, AI, Customer-telephony integration (CTI), banking apps and API. But there’s more to customer experience automation than that. When you take CX to the next level, it meets each customer’s business needs and gives them an experience specifically tailored to them.

The benefits of customer experience automation include:

Enhanced customer service
Improved efficiency
Improved customer retention and satisfaction
Enhanced personalization
Improved customer experience
Lower labor costs due to task automation

In the last few years, companies have been heavily investing in CX automation, with businesses stating that personalization, automating the customer journey and metrics are among their top priorities.
Looking forward, the B2B companies surveyed say that customer experience automation will offer the best opportunity in 2020. And CX automation has an essential role to play in a better customer experience.

Automation and Customer Experience

Brands used to rely on feedback through market research, interviews, focus groups and surveys to determine what their customers want. This can be a trial-and-error process that may not always yield the best possible outcomes.
Coupled with traditional methods of harnessing customer data, customer experience automation can help shape CX and take it to the next level. For instance, tools like behavior tracking let you see which emails get opened by a subscriber. You can then use this information to make informed decisions about the messaging you’re sending out.

Further, CX automation allows you to keep in touch with customers throughout their transaction process, such as keeping them up-to-date on order status or acknowledging and confirming orders.

Automation can also improve the overall customer experience by tracking consumers’ interactions with your brand and sharing customer journey information with your team.

Conclusion

CX is now the priority for any business or marketer that wants to differentiate themselves from their competitors. More companies are investing in automation to help deliver an improved customer experience.

Automation enhances CX in multiple ways, including behavior tracking for personalized emails, better customer service and greater efficiency.

To find out how SharpSpring can create a better customer experience automation for your shoppers, visit our website or sign up for a free demo today.

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