Customer Experience Automation
Automation should create better customer experiences
Automation focused on sales or marketing is too narrow. Everything you do affects your customer experience – so automation should be able to help everything you do.
Customer Experience Automation, or CX Automation, is a new approach to building meaningful connections with your customers.
Automation is stale, and needs change
In the last 10 years, automation has become more accessible. You have more data than ever, and your automation can use it.
But, at its core, automation is the same as it always was.
You still build the paths yourself
No matter how much data you have, you have to build each path by hand. And when your customers change, you have to rebuild it all from scratch.
You have to “guess” what to send based on groups
Automation treats people as a group. You can use information from forms or clicks to group people – but it’s not the same as a unique experience for every person.
You still have to do maintenance
Your customers change. Your business changes. What works today won’t always work tomorrow, and you may need to build everything again.
What if you could show each person the best message for them?
Today, most automation lets you send people what they want to see – as a group. What if you could go further? What if you could do it for every single person and not just groups – without building hundreds of automations by hand?
- You could send each person the right story
- You could give each person a unique experience
- You could time every message so they see it at the moment of highest impact
The 6 principles of CX Automation
Automation is stale. These are the guiding principles that will fix it.
Every person should get a unique experience
People are different, and automation should give each person exactly what they need.
You shouldn’t need to start with a blank slate
Smarter automation helps you build, so you don’t need to build everything one at a time.
The perfect experience changes over time
Automations should update themselves, to save you the work of maintaining complex, powerful automations.
You know your business – you should still be in control
You know your customers. You should still be able to add a human touch. Even as automation gets smarter, you still need to be the one who holds the reins.
Ideal experiences change from business to business
Your business is different. Automations should optimize based on the metrics that matter to you – not just generic clicks and opens.
It’s not just messaging – it’s everything that affects your customers
Automation controls more than messages – it manages everything (including your own team) that will affect the customer experience.
Every experience could be more personal
The most personal experience wins. Automation can help scale your personal, human touch – so that you give each person the right experience and still have a business that feels like “you.”
Great automation makes your business feel personal in a few ways.
The status quo isn’t enough.
What if your automations could learn?
Powered by machine learning, we’re working on smarter automations. Automations that customize themselves for every person – so you can get better results from the same amount of work.
When you create a next-gen automation you create a single, simple flow. Machine learning turns that flow into hundreds of unique experiences – created fresh for every person.
How can one automation create thousands of unique experiences?
In the future, automations will learn. Machine learning will look at all your data to see what timing, content, and routing works for each customer. We’re building automations that give each person a unique experience.