App automation can remove bottlenecks, save time and money, help you provide a better customer experience, and improve internal collaboration. But it should never replace the human touch.
In this article, we’ll show you how to leverage app automation to produce desired results and reclaim productivity. We’ll also explore examples to apply across the customer journey and tools you can experiment with and invest in today.
How to identify apps and tools that would benefit from workflow automation
The purpose of app automation is to provide cohesiveness across your workflows. This means platforms, databases, and the actions that drive them working to serve each other.
For example, let’s say we use Facebook Ads to drive traffic and capture leads. The workflow might look something like this:
- User is directed to a landing page
- They enter their details to access a lead magnet
- On the following page, they’re invited to book a consultation
Several tools are used to make this happen:
- A tool like Unbounce to build the landing page and lead capture form
- An email marketing tool like ActiveCampaign to nurture leads
- A scheduling tool like SavvyCal to book the consultation
- A CRM like Pipedrive to store contact details
We can pass lead information manually from one platform to another by downloading and uploading CSV files, copy-and-pasting email addresses from one tool to another, etc.
Or, we can use app automation to have these systems talk to each other. For example, when someone fills out a form on our landing page, those details are immediately passed to an email marketing platform and CRM.
Similarly, once the lead books their consultation, their details in the CRM are updated, and they’re added to a new email automation workflow.
App automation and workflow integration needs to be well thought out. Otherwise, you’ll end up with automations that lack cohesiveness and are prone to error. You can’t automate everything at once and expect to fix all your workflow issues.
Building a workflow automation plan
It’s easy to say “let’s install a chatbot because everyone else is”. After all, if 74% of users report they prefer chatbots because they provide quick answers to common questions, it makes sense to implement them.
However, it’s difficult to measure the impact of a new tool or technology if you don’t have a clear goal. Furthermore, if you don’t have a plan to integrate a chatbot into your martech stack (e.g. CRM), capturing the data and insights needed to optimize the customer journey will be complicated.
Before connecting the apps that make up your tech stack, make sure you fully understand your goals and how each component contributes to the customer experience.
For example, you may find that, upon experimenting with chatbots, it increases demo signups to your SaaS product by ~3%. Understanding this allows you to find new ways to embed this tool into the customer journey, such as:
- Providing a better experience interacting with the chatbot itself (better copy, conversation paths, etc.)
- Serving content based on the answer to a user’s question (and using this insight to inform your editorial calendar)
- Segmenting email lists based on what a user is most interested in
It’s critical that you start this process with the customer journey itself. This means having a complete understanding of how potential customers consider, evaluate, and buy your products or services in the first place. You can only optimize a tool if it’s already proven to get results.
Start by mapping the customer journey before your automation workflows. Understanding how customers familiarize themselves with the problem you solve and the solution you provide will allow you to connect the dots with your tech stack: – Read more