personalization

How Personal Communication Works With Marketing Automation

  |  May 5, 2014   |  Comments

Using marketing automation software doesn't mean you can't offer personalized customer service. In fact, the automation software can help you achieve just that.

When you hear the words "marketing automation," you might cringe sometimes, as you think it means a lack of personalization - this does not have to be the case.

When marketing automation, which is often powered by a customer relationship management (CRM) system, goes bad, it's often because of user error.

We've all received an email that reads "Dear [First.Name:Merge Field]" or something like that, right? However, when personalization works best is when our CRM system is filled with rich information about each customer so that when we communicate with them, we can automate that communication but still speak quite personally to a customer.

I buy flowers from ProFlowers.com quite a bit - for the many awesome ladies in my family. When I receive an email from ProFlowers.com, they refer to my past purchase, and even include the name of the person who I recently bought flowers for.

This is marketing automation, but personalized.

Jermaine Griggs, a minister, musician, entrepreneur, and public speaker, teaches that if the customers in your CRM system are tagged properly then you are able to appropriately use those tags to trigger very personal emails for each customer.

Lisa Macqueen, owner of cleaning company Cleancorp, based in Australia, shared how she's able to increase personalization between Cleancorp clients and the cleaning staff. She explained that each customer gets a personalized greeting card from their cleaning person. Sure, this process is automated, but it's also highly personalized.

CRM systems, when properly implemented, enable you to successfully reach out to each and every customer, as if they were the only customer. Customers are people and want to be treated like they're special, and wanted to be communicated to personally. As a small business owner with a growing business to manage, the only way to offer personalized service to the "masses" is through properly implemented marketing automation in your CRM system.

Work with your marketing person and your CRM expert to help design campaigns of personal delight. These campaigns can be used for new customer sign-ons, to celebrate a customer anniversary with your company, or even to help with a billing dispute.

When customers call you or visit your retail store - you can integrate your CRM system to provide a personal experience here as well. Use their phone number (when they call in) or name and customer number to give them special (or at least personal) treatment even on the phone or in person. Some of the best hotels and airlines recognize you by name when you call them or thank you for your last stay and ask if you'd like the same preferences you had last time when you approach their service desk.

Personalized customer service is not hard, it just takes a commitment to getting it done.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Ramon Ray

Ramon Ray is Marketing and Technology Evangelist at Infusionsoft and Smallbiztechnology.com. He's a speaker, media pundit, journalist and author. His latest best seller is "The Facebook Guide to Small Business Marketing".

Some of the events Ramon has produced include the Small Business Summit, Small Biz Big Things with Seth Godin and the Small Business Technology Tour. As a speaker, Ramon has presented at the Consumer Electronics Show (CES) in Las Vegas with Guy Kawasaki, SXSW, Inc 500 and more.

As a journalist and freelance writer, Ramon has written for Inc Magazine, OPEN Forum, Entrepreneur.com and Clikz.com. Although Ramon is not a comedian, his audiences find him humorous. Despite no law enforcement experience, he is a graduate of the FBI Citizens Academy. Although Ramon does not know Jim Henson, he loves to do puppet shows in developing countries. See Ramon's full bio on his website.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...