First, defining what customer experience is will help lay the foundation for how associations can apply it to their member services. Customer experience is a culmination of product, service, and the experience before and after a sale that results in how the customer perceives your brand.
The experts in this report in Search Engine Journal mention Artificial Intelligence as a raging trend for 2018 (almost in the same breath as Instagram stories – which boast 200 million users daily); the point is bots (and ephemeral stories) are taking over the 2018 digital marketing trends reports. With the evolving A.I. and machine learning capabilities incorporated in platforms from marketing automation to data analysis and finally customer service; associations will gain the greatest edge utilizing personalized messaging and insights generated from smarter and smarter bots. According to Jess Nelson at MediaPost, “Artificial intelligence was the top-ranking technology that marketers planned to expand the most over the next two years, with Salesforce estimating that A.I. will grow 53% faster than any other type of technology.”
You may have heard that SEO (search engine optimization) is the new salesperson, but we could also make the case for why personalization is the new sales-person. While SEO is the practice of optimizing content for search engines to serve your site ideally on the front page of the search engine results page (SERPs), personalization goes one step farther while serving custom experiences to your potential leads and searchers.
You’ve come to the conclusion that you are sending too many emails without any real lift in leads, conversions or ROI. Maybe you’ve been using the same technology to send emails for some time now and it is time for a switch, so you begin to explore the buzz around marketing automation.