Marketing Automation and Service Automation – Customer Relationship Management
Customers are the foundation of any thriving business. How consumers interact with the said organization is critical to its success, thus, the need for customer relationship management. Customer relationship management is the system of strategies for managing client interactions, as well as dealing with consumers at any stage of the purchasing process, optimization, and systemization of the relationship (Nasir, 2015). This paper will discuss the role of marketing and service automation in organizations.
Marketing automation refers to the application of computer-aided technologies to support marketers and their marketing management (Nasir, 2015). It helps them achieve their work-related goals. For example, while working in Burberry retail stores, I have noticed several benefits attributed to the automation of the marketing process. Some of them are the enhancement of marketing efficiency, productivity, improvement of accountability, an increase of marketing intelligence, and increased customer engagement. In the retail stores, it is used for campaign management and trigger marketing, which works well (Nasir, 2015). Thus, the essence of this marketing automation is to improve service delivery by making it more efficient.
The application of data-driven strategies to select customer and prospects for customized communications and offers using technology applications is called campaign management. It is divided into seven components namely: workflow segmentation and targeting, personalization, execution, measurements, modeling, and reporting (Nasir, 2015). Conversely, 0tigger marketing is responding to customer generated events. Burberry does this so well by designing ways to market itself in different events, make sales, and prevent negative publicity, proving the role of market automation in the organization.
Customer service automation is the computerization of customer service response (Nasir, 2015). It is necessary at Burberry in maintaining the high-quality reputation based brand. Like most UK service excellence brands, it relies on the five quality criteria: customer insight, the culture of the organization, information and access, delivery, timelines, and the quality of services. The automation services that are the most efficient are activity management, contract management, and escalation. Their activity management can be updated in real time and enables their service staff to be organized in that it reviews the to-do list and workloads. Through the contract management system, they can create, track, accelerate, monitor, and control service contracts with the customers. Using their escalation program, issues affecting their reputation are promptly forwarded to relevant managers where they are resolved quickly showing the essence of automating the service in the company.
Indeed, customer relationship management is necessary as customers define the success of the company. Burberry understands this and employs both marketing automation and customer service automation. In marketing automation, the marketers use digital programs that in return enhance the process. The most notable automation are campaign management and trigger marketing. In customer service automation, the organization’s services are based on the five quality criteria used by excellence brands.
Work Cited
Nasır, S. (2015). Customer relationship management strategies in the digital era. Hershey, Pa: Business Science Reference.0
