Page 15 - AeM_Apr_2017

RESEARCH, ANALYSIS & TRENDS

ly didn’t, is familiar with the situation of receiving obtru- of falling prey to data hydras, tailor-made services offer
sive repetitions of the always same annoying offer. For him clear added value and increasing quality of life.
sure, the creators of these activities will advert to result-
ing orders, but I’d like to counter that they simply lost Every job comes with its challenges and marketing pro-
sight of the negative effects on annoyed customers– be it fessionals clearly turned to technology for help.
consciously or just because it can’t be measured.
Anyway, it becomes increasingly important to seamlessly Now, marketing automation can significantly reduce
interlink the offline and online world to harvest all possi- manual work and its features can help scheduling prob-
bilities and be able to combine the best services from lems, analytics issues and integration with other busi-
both worlds meaningfully. Of course, data and automa- ness technology. But as we know, there are always two
tion play a vital role to achieve it. After all, whoever sides to a story. Hence, there are a few issues plaguing
knows when their customers prefer to shop, what prod- marketers using marketing automation, like data quality
ucts they prefer, what they like to cook, etc., is able to and management, or just lack of time or budget.
make life and shopping easier and offer the right prod-
ucts and services at the right time. But as Craig Adcock highlighted in his article, “our chal-
lenge is realizing the benefits of technology in a time-
Those who patronize their customers, on the other hand, poor work environment, still we’ll have to work doubly
will annoy them or lose the important impulse buying that hard on building trust, finding common values and
is influenced by their feelings. Rather, recognize their building connections. He is right that “it’s our own per-
individual reasons your customer relationship and build sonal responsibility to stop and think about the best
on them to win an enduring relationship. Companies that ways to solve the problem at hand and choose the right
reach customers at their individual emotional level with balance of human and digital solutions”. So, automa-
their offers, and do not become arbitrary in the flood of tion should help people realize their visions and ideas,
seemingly personalized messages, generally form a gen- but especially fulfill a purpose.
uine partnership with their customers.
I am convinced, empathic CRM is the perfect solution.
Anyone who understands and uses automation of pro- It uses the possibilities of technology and progress to
cesses – e.g. data analysis - has the chance to develop raise the care of customer relationships to a new, more
from a pure supplier to becoming a kind of friend. Ulti- personal, relevant and emotional level. Whether online
mately, the customer will understand that with all the fear or in a personal conversation with the customer, im-

MediaBUZZ Pte Ltd - Independant ePublisher for Asia