It allows to collect user data throughout the journey, to create buyer personas, to create synergies between the teams of the company. Let's see why automation is so important in the customer relationship. The relationship between the company and the consumer is based on many different interactions that take place in as many touchpoints which, collectively, may or may not lead to a conversion, a purchase or loyalty. Today, this set of touchpoints is more complex than ever. Digital development is responsible for this: by multiplying technologies, devices, and therefore communication channels, it has brought about new forms of interaction between brands and people. Complex customer journeys have thus developed, divided into several levels which can in some cases turn into real tangles instead of linear paths.
How can companies deal with this complexity today? Marketing automation is a fundamental tool in this sense, because it can intervene on two axes: on the one hand it makes it possible to rationalize the customer journey (by untying all the knots), and on the other hand it increases efficiency, performance of each communication related to each touchpoint. Let's go into more detail. What is the customer journey like today? We could define the customer journey as that E-Commerce Photo Editing Service which the user goes through in his relationship with the brand: the beginning is the first contact, the first period is conversion, the ultimate goal is advocacy (which expresses the maximum degree of loyalty to the brand, and manifests itself in the customer's desire to recommend the brand to other people). Here is a funnel model that can be considered standard for many businesses.
Marketing automation and customer journeys are indispensable to each other, although it's more accurate to say that automation is the driving force behind defining and building a conscious and well-informed customer journey . structured . Looking closer, automation allows you to: Collect user data automatically throughout the journey, allowing the brand to focus on the most relevant data Analyze and identify a typical customer model (the so-called buyer persona) to focus on through touchpoint personalization strategies, with the aim of establishing communication that responds to users' real interests and needs What are buyer personas? They are imaginary beings, archetypes of “typical consumers” identified not only through research on demographic, economic and geographical data, but also behavioral, situational, emotional data and those related to characteristics such as interests and hobbies. . Make all the departments of the company collaborate (from the marketing team to the customer service team, up to the commercial team), make the data immediately available between all the different teams and break any logic of data silos .