When we think about business tasks, and where our customers find value, we can confidently assume that what they will remember about your business transaction is how you made them feel, in fact what comes directly to mind is Maya Angelou’s quote:
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
So, let’s think about that for a moment. There are functions within your business that are necessary to keep fluid communication with your customers and prospects. Let’s take for example you’re offering a new course that has multiple sessions that are recorded. For each session (or module) its important that your client does some pre-work to get the most out of the session, but also some “homework” to reinforce the lesson. To really leverage your time, you’ve made this course evergreen, so whenever its convenient for your prospects to sign up, the class is available.
When I think of this sequence I think of the numerous emails and reminders associated with each piece, and add to this the fact the class is evergreen, the emails that each person will receive varies depending on their progression through the course.
Sounds complicated, but with an automation tool such as Infusionsoft, many of these emails are set to run and provide consistent communication and value to your clients, while collecting metrics that are as simple as open rate, but also allowing for segmentation of your contact list based on elements such as their preferences in service delivery, or buying habits. What’s brilliant, particularly when thinking about Infusionsoft, is that the CRM (customer relationship management) portion is integrated so perfectly, that manual data entry isn’t required, and if you had a choice between spending money on a data entry clerk versus a marketing strategist, where would your dollars be best spent? I vote on the latter.
You now have a program, running automatically, generating income, without your direct involvement.
But a great customer relations strategy isn’t strictly automation, or all we’d have is factories driving production. Your relationship with your customer is a relationship, driven by their needs. Their need may be effective communication and timely reminders (handled with automation), but they may have unique questions and concerns that need to be handled in a way that continues to foster the relationship. They need that personal touch, and those unique emails shouldn’t be left while you complete tasks that are better accomplished automated. We’re seeing evidence of this when we look at how the titles within companies are changing. Gone are data entry clerks, and we’re seeing a rise in roles such as “Customer Success”, where an individual is tasked just to make sure that your clients are succeeding (and moving through your sales funnel), with personal notes and follow up calls.
There is some strategy to effective automation, and we’ll touch on this in an upcoming blog. Automation doesn’t mean cold or clinical sounding emails, it means carefully crafted responses that although automated, feel personal. Consideration also needs to be given to how a tool, such as Infusionsoft, is deployed so you’re collecting the right information from the beginning.
How do you decide what to automate?
A great first step would be to figure out what can be automated, just as a starting point for brainstorming. Look at the different platforms that are available, you’ll be amazed at the comprehensive suites that are available, and the wide spectrum of tasks that they can handle. Then think about the emails and reminders that you send on a regular basis, can these be automated using a solution such as Infusionsoft? If you’re not sure, contact an Infusionsoft Certified Partner, to help guide you.
And the second step? Think about the new programs you could develop, brainstorming and strategy sessions you can attend with your team, with the extra time you’ll have now that your repetitive tasks are automated! Sounds a little exciting doesn’t it!