using email to automate customer service and success
TRANSCRIPT
![Page 1: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/1.jpg)
Using Email to Automate Customer Service and Success
#LITMUSLIVE #AUTOMATE
Ros Hodgekiss, Campaign Monitor
![Page 2: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/2.jpg)
Who am I?
● Customer Success Programs Manager at Campaign Monitor
● 10 years using email marketing● #TEDC die-hard since 2013!
#LITMUSLIVE #AUTOMATE
![Page 3: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/3.jpg)
Customer Success =
Optimizing how our customers use our service, creating lifelong fans
#LITMUSLIVE #AUTOMATE
What do I do?
![Page 4: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/4.jpg)
Customer Success Programs =
Developing scalable strategies for customer service and success
#LITMUSLIVE #AUTOMATE
What do I do?
![Page 5: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/5.jpg)
![Page 6: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/6.jpg)
![Page 7: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/7.jpg)
Campaign Monitor is loved by over 2 million people at 180,000 companies around the world
![Page 8: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/8.jpg)
1. Why email automation?
2. Planning the customer journey
3. Automating the customer journey
4. Takeaways
#LITMUSLIVE #AUTOMATE
What we'll cover today
![Page 9: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/9.jpg)
Why email automation?#LITMUSLIVE #AUTOMATE
![Page 10: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/10.jpg)
![Page 11: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/11.jpg)
● Customer Support● Customer Success● Technical Writing...
Customer Operations is...WHY EMAIL AUTOMATION?
![Page 12: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/12.jpg)
1 to a few = High-touch
Customer Operations is...WHY EMAIL AUTOMATION?
![Page 13: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/13.jpg)
1 to a few = High-touch
1 to 180,000 = Scalable!
Customer Operations is...WHY EMAIL AUTOMATION?
![Page 14: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/14.jpg)
Email automation...WHY EMAIL AUTOMATION?
...Is when software automatically sends campaigns to your customers and prospects, behind the scenes, based on the rules you define.
![Page 15: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/15.jpg)
...Is when software automatically sends campaigns to your customers and prospects, behind the scenes, based on the rules you define.
Email automation...WHY EMAIL AUTOMATION?
Why do it?
To send scalable, timely, and relevant messages that result in higher engagement and higher revenue.
![Page 16: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/16.jpg)
Email automation has proven ROIWHY EMAIL AUTOMATION?
50%Conversion rate in B2C*
60%Revenue growth in B2B*
80% of marketers increase leads and conversions with marketing automation, some by 50%
![Page 17: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/17.jpg)
But adoption is lowWHY EMAIL AUTOMATION?
Less than half of all businesses with < $1B revenues use automation
![Page 18: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/18.jpg)
But adoption is lowWHY EMAIL AUTOMATION?
Less than half of all businesses with < $1B revenues use automation
You need specialist knowledge, specialized tools...
![Page 19: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/19.jpg)
… or do you?
![Page 20: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/20.jpg)
Planning the customer journey
STRATEGY
![Page 21: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/21.jpg)
Planning the customer journeySTRATEGY
1. The customer journey mapa. Evaluationb. Growth
2. Measuring success with customer feedback
![Page 22: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/22.jpg)
The customer journey map
● Allows you to view key user milestones, from first touch, to ongoing maintenance
● Summarizes a "perfect path" that a customer will take● Provides a framework for measuring success
STRATEGY
![Page 23: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/23.jpg)
The SaaS customer journey mapSTRATEGY
AWARENESS EVALUATION GROWTH
DISCOVERY INTEREST LEAD ENGAGEMENT ADOPTION RETENTION EXPANSION
![Page 24: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/24.jpg)
AWARENESS
DISCOVERY INTEREST
MILESTONES
METRICS
EVALUATION
LEAD ENGAGEMENT ADOPTION
ACCOUNT
SIGNUP
LEADS
GROWTH
RETENTION EXPANSION
PAYMENT MADE
CUSTOMERS
90-DAY CHURN
REVENUE
RETENTION NPS
![Page 25: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/25.jpg)
Let's focus on this...
STRATEGY
EVALUATION
LEAD ENGAGEMENT ADOPTION
ACCOUNT
SIGNUP
CUSTOMERS
MILESTONES
METRICS
![Page 26: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/26.jpg)
EvaluationSTRATEGY
Goal: To guide people from trial to becoming a customer
Metric: Customer conversions
![Page 27: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/27.jpg)
● Call up new signups● Manually send emails● Hire a lot of new people
STRATEGY
The old way...
![Page 28: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/28.jpg)
WELCOMECREATE CAMPAIGN
UPLOAD LIST
SEND CAMPAIGN
MAKE PAYMENT
DID NOT CREATE
DID NOT UPLOAD LIST
DID NOT SENDCAMPAIGN
DID NOT MAKE PAYMENT
A1: CUSTOMER EXAMPLE
B1: HOW-TO GUIDE
C1: FEATUREDVIDEO
D2: PLAN OPTIONS
C2: REPORTING A2: QUICK
PEEK
LEAD POOL → PRODUCT RELATED ONBOARDING EMAILS FOR UP TO 3 MONTHS POST SIGNUP
D1: ROI OF EMAIL
24 HOURS
5 DAYS
10 DAYS
Evaluation, automatedSTRATEGY
C. MONITOR EMAIL
EVALUATION
![Page 29: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/29.jpg)
![Page 30: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/30.jpg)
![Page 31: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/31.jpg)
![Page 32: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/32.jpg)
AWARENESS
DISCOVERY INTEREST
MILESTONES
METRICS
EVALUATION
LEAD ENGAGEMENT ADOPTION
ACCOUNT
SIGNUP
LEADS
GROWTH
RETENTION EXPANSION
PAYMENT MADE
CUSTOMERS
90-DAY CHURN
REVENUE
RETENTION NPS
![Page 33: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/33.jpg)
Let's focus on this...
STRATEGY
GROWTH
RETENTION EXPANSION
PAYMENT MADE
90-DAY CHURN
REVENUE
RETENTION NPS
MILESTONES
METRICS
![Page 34: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/34.jpg)
GrowthSTRATEGY
Goal: To retain and grow paying customers
Metric: Revenue retention
![Page 35: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/35.jpg)
● Setup 1-on-1 training● Email PDF guides...
STRATEGY
The old way...
![Page 36: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/36.jpg)
PAYMENT MADE
WEEK 1 WEEK 2 WEEK 3
8a WELCOME 8d A/B TESTING8e
AUTOMATION
WELCOME WEBINAR
8a PREMIER WELCOME
8b ANALYTICSC. MONITOR EMAIL
1 DAY
3 DAYS
Onboarding, automatedSTRATEGY
8c LIST BUILDING
GROWTH
![Page 37: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/37.jpg)
![Page 38: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/38.jpg)
How do we know we're on the right track…?
STRATEGY
![Page 39: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/39.jpg)
Measuring success with customer feedback
STRATEGY
![Page 40: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/40.jpg)
![Page 41: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/41.jpg)
Customer feedbackSTRATEGY
Goal: To collect, triage and follow up on customer feedback, measure the impact of our strategies
Metrics: Net Promoter Score, Customer Satisfaction
![Page 42: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/42.jpg)
"FEEDBACK MACHINE"
Customer feedback, automatedSTRATEGY
FEEDBACK SURVEY
IN-APP
CUSTOMER SUPPORT
ENTIRE TEAM
PRODUCT TEAM
![Page 43: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/43.jpg)
![Page 44: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/44.jpg)
![Page 45: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/45.jpg)
![Page 46: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/46.jpg)
How can you accelerate the customer journey?
![Page 47: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/47.jpg)
Automating the customer journey
TACTICS
![Page 48: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/48.jpg)
Automating the customer journey
An automated journey is one or more emails designed to move people towards customer journey milestones and fulfilling business goals.
Effective automated journeys are contextual and timely.
TACTICS
![Page 49: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/49.jpg)
Automating the customer journey
Each automated journey has 3 components:
● Triggers● Rules● Content
TACTICS
![Page 50: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/50.jpg)
TRIGGERS
Gather data to trigger an "automated journey"
Automating the customer journeyTACTICS
![Page 51: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/51.jpg)
TRIGGERS
Gather data to trigger an "automated journey"
Automating the customer journeyTACTICS
● Specific dates● App events● Changes in user status● Upcoming dates...
![Page 52: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/52.jpg)
TRIGGERS
Gather data to trigger an "automated journey"
Automating the customer journeyTACTICS
● Signup date● Created a campaign● Plan type● Renewal date...
![Page 53: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/53.jpg)
TRIGGERS
Gather data to trigger an "automated journey"
Automating the customer journeyTACTICS
ECOMMERCE
ANALYTICS APP
CRM
![Page 54: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/54.jpg)
TRIGGERS
Gather data to trigger an "automated journey"
Automating the customer journeyTACTICS
CRM
ECOMMERCE
ANALYTICS APP
API
![Page 55: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/55.jpg)
TRIGGERS
Gather data to trigger an "automated journey"
Automating the customer journeyTACTICS
![Page 56: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/56.jpg)
RULESTRIGGERS
Gather data to trigger an "automated journey"
Define the rules
Automating the customer journeyTACTICS
![Page 57: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/57.jpg)
RULES CONTENTTRIGGERS
Gather data to trigger an "automated journey"
Define the rules Create the content
Automating the customer journeyTACTICS
![Page 58: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/58.jpg)
RULES CONTENTTRIGGERS
Customer makes a payment Send to customer immediately "Welcome!"
Automating the customer journeyTACTICS
![Page 59: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/59.jpg)
RULES
CONTENT
TRIGGERS
Customer makes a payment If more than $500:Send "VIP Email"
Else:Send "Thank you"
"You're a VIP!"
Automating the customer journeyTACTICS
CONTENT
"Thank you."
![Page 60: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/60.jpg)
![Page 61: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/61.jpg)
![Page 62: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/62.jpg)
Different platforms, same ideaTACTICS
RULES CONTENTTRIGGERS
Gather data to trigger an "automated journey"
Define the rules Create the content
![Page 63: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/63.jpg)
What's under the hoodTACTICS
![Page 64: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/64.jpg)
#LITMUSLIVE #AUTOMATE
Takeaways
![Page 65: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/65.jpg)
Takeaways#LITMUSLIVE #AUTOMATE
Can you...
1. Map your customer journey?2. Accelerate the customer journey?3. Link triggers, rules and content?
![Page 66: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/66.jpg)
#LITMUSLIVE #AUTOMATE
Thank you!
Ros Hodgekiss, Campaign Monitor
@yarrcat / @campaignmonitor
![Page 67: Using Email to Automate Customer Service and Success](https://reader031.vdocuments.net/reader031/viewer/2022030204/58a9a96b1a28ab9c758b5325/html5/thumbnails/67.jpg)