Marketers are using more and more automation tools to improve workflow efficiency and scale campaigns. But you have to remember that they’re marketing to humans, and that customers expect a human touch.

According to Ali Schwanke, CEO and founder of B2B marketing consulting firm Simple Strat, speaking at The MarTech Conference, there are three main values ​​customers expect at every touchpoint. When marketers communicate these values, customers can rest assured that there are humans behind automated tools.

“There’s a reason all companies are returning to strategy and innovation this year,” Schwanke said. “We have the technology. So what on earth do we do to stand out and not be seen as a league of robots?”

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Customers Expect Empathy

The first value is empathy. Customers want to feel understood by brands and heard by marketers.

“Could you put yourself in the customer’s place?” Schwanke asked. “Have you seen all the emails you send me and read them with a human voice?”

“We need to keep this in mind as we design marketing automation and workflows, follow-ups and integrations to better serve our customers.”

Yes, marketers have goals to achieve. They are looking to generate leads and conversations. But the real needs are the needs of the consumer, and the consumer needs to feel that he is not a number.

Customers who value transparency

Customers need to be able to trust the brand they are communicating with. Trust is the foundation of our relationship with our customers.

To build that trust, brands need to be transparent about how they use customer data. Additionally, it should provide ideas for next steps in the customer journey.

If you see “Sign up now” and don’t know what’s coming next, [I’m wondering if] Somehow trying to find my credit card info again. said Schwanke.

Customers can’t see inside your marketing automation tools, so transparency about next steps is important.

“There’s a lot of skepticism about how all this works, so transparency is very important,” Schwanke said.

Customers want responsiveness

And finally, customers want to hear back from the communications they send to brands. It is the ultimate reassurance that they are being listened to by humans.

Automation and AI-powered personalization can drive customers away if they ask questions and don’t get the right answers.

For example, if a personalized email arrives in a customer’s inbox in their name and that customer fails to respond without kicking back the email, the customer will think it’s a scam.

It’s up to marketers to take the surprise out of their customer relationships by being empathetic, transparent, and responsive.

“We live in a world where everything in front of us is somewhat predictable,” Schwanke said. “We live in a very ‘surprise less’ culture, so customers need to know what’s ahead. You have to communicate with me (as a customer) but I don’t want it to be treated like a number. ”

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Bring the human back to marketing automation and customer journeys from Vimeo’s Third Door Media.

About the author

Chris Wood brings over 15 years of reporting experience as a B2B editor and journalist. At DMN, where he served as associate editor, he provided his original analysis of the landscape of evolving marketing technology. He interviewed technology and policy leaders, from his CEO of Canva, Melanie Perkins, to former Cisco CEO John Chambers, to Vivek Kundra, the country’s first federal CIO appointed by Barack Obama. I went. He has a particular interest in how new technologies such as voice and blockchain are disrupting the world of marketing as we know it. In 2019, he moderated a panel on “Innovation Theater” at Fintech He Inn in Vilnius. In addition to industry-focused marketing reports such as Robotics Trends, Modern Brewery Age, and AdNation News, Wood has also contributed to KIRKUS and contributed fiction, criticism, and poetry to several major book blogs. doing. He studied English at Fairfield College and was born in Springfield, Massachusetts. he lives in new york

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