As technology advances, so does the way we communicate. With automation comes change, and with change comes adaptation. The way we do things today is not the way they were done a decade ago or even a year ago. Communication is one aspect of our lives that has been dramatically changed by automation— from how we communicate with others to how businesses communicate with their customers.
In this article, we discuss two main ideas: customer behavior and trends in automation. Then, we bridge the two to see how businesses use automated communications to improve their customer service. Let’s get right into it!
What’s influencing customer behavior these days?
Let’s gain insight into what’s influencing customer behavior on a deeper level by first understanding their general circumstances, likes and dislikes.
Customers are being flooded with information
Many customers are up late at night, scrolling on their phones. They are constantly being marketed to and constantly getting more and more informed. Today’s customers are more knowledgeable with a simple click. They’re able to research the best price and/or quality offer for a product or service anywhere in the world. Ramaswany (2008) describes the profile of today’s consumers as, “Informed, connected, networked, and empowered on a scale as never before, thanks to search engines, engagement platforms, the growth of internet-based interest groups and widespread high-bandwidth communication and social interaction technologies.”
Customers want personalization
Did you know that 90% of customer service leaders agree personalization is core to the future of automation? Personalization means using what you know about a customer to make interactions more relevant to them. While it may not be easy to do this, it is possible, and it can help drive crazy amounts of revenue.
How do customers want to communicate?
Before we get into the various influences of customer behavior, it’s crucial to think about what they’re up to currently so we can meet them where they are. For example, customers love –and almost always expect– a quick response. If you don’t offer this, then you may be missing out on more sales opportunities than you could even imagine.
Picture this: A potential customer sends your pest control business a message on Facebook at 11:00 PM. They noticed a small family of mice running across their living room floor and need assistance ASAP. If you’ve set up automated prompts to respond to them via Facebook messenger, you’ll be able to collect enough information from them to close the deal and make the trip out to help them the next morning. This is just one example of how automation can help you meet your customers’ and potential customers’ needs, win more positive reviews, streamline and scale your business with fewer headaches.
What is customer service automation?
Customer service automation refers to the use of technology to automate customer responses and communication. This can be applied to customer service, marketing and sales.
What are the benefits of automation?
There are many benefits to using automation. First, it can save your business time and money. Automating customer communications can help you free up time that would otherwise be spent on repetitive tasks, such as responding to customer inquiries.
Second, automated communications make it easier for your business to keep in touch with your customers regularly. By automating customer communication, you can send regular updates about new products or services or special offers. This can help keep customers engaged.
Finally, automation helps businesses improve their customer service. By automating customer communication, you (or really, your programmed automated responses) can quickly respond to customer inquiries and resolve customer concerns. This helps you gain more trust, improve customer satisfaction and keep them coming back for more.
How can I apply automation in my business?
Increase Engagement
By automating customer communication, businesses can send regular updates to their customers about new products or services or special offers. This can help businesses keep their customers engaged.
Personalize Communications
Automated communications also allow you to send personalized messages to your customers based on their preferences or past interactions. This can help businesses build better customer relationships and increase customer loyalty.
Drive Sales
By automating customer communication, you can send messages to your customers about new products or services or special offers. This gives you another opportunity to increase your customer conversion rates.
Utilize Several Communication Channels
You can use automation within several channels of communications to interact with your customers and potential customers. Leveraging social media, website chatbots, and SMS automation tools allow you to respond to your customers instantly and accurately. If done right, it will save time and resources without compromising on the personal touch that so many small businesses pride themselves on.
But won’t my customer service feel robotic?
This is a very common concern. You want to be as automated as possible, but you don’t want to lose that personalized, mom-and-pop feel to your business. Many small to mid-sized businesses thrive and pride themselves on giving their customers a personal and intimate experience. It’s a valid concern to be worried that automation may make everything less personal. The last thing you want is for your customers to think they’re talking to a robot and not a human. So, how can we mitigate this issue?
Customers favor efficiency above most other things. They reach out to you with a problem that you can solve, and they want you to solve it as fast as possible. Automations that are set up correctly with personalized features and a friendly voice and tone will have the same effect as a human and may even get their problem solved faster.
Conclusion
How does all of this influence customer behavior in the marketplace? Knowledge is power, and they’ve got a whole world of data at their fingertips. There are so many options to choose from, so they’ve become accustomed to wanting and expecting the best, most convenient and cost-effective option. Businesses now more than ever have the challenge of constantly finding ways to differentiate themselves from the competition. Having automated systems, or ways to communicate with customers 24/7 may be that differentiator.
Automation is a powerful tool that can help your business improve its customer service, engagement and sales. By automating customer communication, you can save time and resources while delivering better customer experiences. If you’re not using automation in your business, now is the time to start. Your customers will thank you for it.
