These days, it’s hard to overlook automation as one of the most valuable tools you can use for your business. It seems like everything can be automated, from your email marketing to content creation to delivery and more. However, while virtually everything can benefit from automation, including omnichannel communication, you can’t just set everything to autopilot.
Today’s consumers are savvier than in years past, and they know how to tell the difference between a sales pitch and an authentic call to action. So, while automation software can save you tons of time and energy, you must also balance it with personalized messaging. Fortunately, it’s relatively easy to leverage both if you know what to expect.
A Brief Overview of Omnichannel Communication
First and foremost, if you’re going to automate any parts of your omnichannel messaging system, you need to know what it is and how it works. Omnichannel messaging is the process of using multiple communication channels (i.e., email, live chat, phone, direct messaging, etc.) to interact with customers.
However, the secret to effective omnichannel communication is to create a cohesive network of platforms where a single customer service representative can see the customer’s journey across each one. This way, the agent knows how many times a customer has interacted with the brand, on which channels, and what was discussed.
Without a seamless transition from one platform to the next, the customer experience can be frustrating and time-consuming. If agents have to repeat the information or ask for the same details each time, the customer will get frustrated and look elsewhere for their solutions.
The Role of Automation in Omnichannel Communication
As you can imagine, automation can be powerful when merged with omnichannel software. For example, an automated system can send notifications to reps, log interactions, and chat messages, and send follow-up messages at specific intervals.
Because it’s virtually impossible for a single representative to manage multiple channels simultaneously when interacting with different customers, automation can create a cohesive foundation upon which your brand can grow and thrive.
Additionally, automation can help with elements like omnichannel e-commerce stores. For example, a chatbot can answer basic questions and direct users to the right page based on their query. This way, fewer agents are needed to field these questions, and they can focus on deeper interactions with customers.
The Power of Personalization in Omnichannel Messaging
While automation is extremely beneficial, it can make the customer experience feel stale or inauthentic. If users interact with bots all the time, they’ll start to wonder if there are any people managing their accounts or reaching out to them personally. Over time, too much automation eliminates the personal connection a user can develop with your brand.
So, it’s imperative to incorporate personalization and customization whenever possible. Fortunately, automation can help with this, although you still have to do some work on the front end.
For example, segmenting your email lists is crucial to ensure you send the correct information to each group. Automation software can segment your lists for you based on how users interact with your messages and which links they click. This way, each user gets a customized sales funnel based on their interests and needs, and you don’t have to manage everything directly.
How To Balance Automation and Personalization
Realistically, the best way to balance personalization and automation is to create multiple user profiles and then develop sales funnels and automated messages based on them. By personalizing the customer journey to reflect what each person wants, they’re more likely to continue through the funnel and convert into a paying customer.
Also, some omnichannel software providers allow you to incorporate personalization into automated messages. For example, the system will use a person’s first name, send them welcome messages based on their initial interactions, or send positive messages on their birthday or anniversary.
Future Trends in Omnichannel Software
As businesses continue to expand their market shares and outreach methods, omnichannel communication will only become more valuable. Thankfully, software like Mitto allows companies of all sizes to incorporate multiple messaging channels when interacting with customers. By compiling everything into one easy-to-use dashboard, Mitto empowers businesses to do more with less hassle.
Here are ways that omnichannel software like Mitto will adapt to future trends.
— Artificial Intelligence Responsiveness: Chatbots can grow and evolve to interact with customers and provide more personalization based on those interactions.
— More Proactive Marketing: As companies gather information about users based on their interactions, they’ll be able to anticipate their needs and offer solutions to their problems before they even ask.
— Smaller Niches: Niche marketing has become the norm, and it will only become more segmented and personalized. Automation allows companies to create endless sales funnels, so they’ll use the technology to reach smaller demographics and convert them into loyal customers.