How CRM systems and chatbots are changing customer interaction

In 2024, marketing automation has become an indispensable part of strategies to improve the customer experience and increase business efficiency. Technologies such as CRM systems and chatbots are changing the way companies interact with customers. They not only enable organisations to increase their productivity, but also to improve service quality. In this article, we look at how automation is changing customer interaction, what questions users have on this topic and what solutions are available today.

What is marketing automation and why is it important?

Marketing automation is the use of technology to optimise and automate processes associated with customer interaction, data collection, analysis and communication. It helps organisations to reduce employee effort, increase accuracy and improve customer service. The main goals of automation are:

• Reducing manual labour: automated processes allow the team to focus on more strategic tasks.
• Personalisation of customer approach: Automation enables the collection and processing of data on customer preferences.
• Increased efficiency: CRM systems and chatbots offer companies round-the-clock availability and fast processing of customer enquiries. 

Marketing automation enables companies to build relationships with customers at a higher quality level and take their needs and preferences into account in real time.

How do CRM systems help to improve the customer experience?

CRM (Customer Relationship Management) systems play a central role in optimising customer interaction as they centralise customer data and enable structured processing. The main benefits in marketing include storing and analysing data, automating tasks and providing analyses and reports. CRM systems store all information about customers, including their purchasing habits and preferences, allowing companies to take a personalised approach.

Automation makes routine tasks such as sending emails or notifications easier and saves valuable time for marketing experts. In addition, CRM systems provide reports on the success of marketing campaigns, enabling precise analysis of effectiveness and facilitating adjustments. One example of this is Salesforce, a leading CRM system that combines marketing, sales and customer service on one platform, creating a seamless customer experience. Companies can use precise analyses to track every step of the customer interaction and optimise their campaigns.

How are chatbots changing the approach to customer support and interaction?

Chatbots are an effective automation tool that enables companies to provide round-the-clock support and process customer enquiries in the shortest possible time. Using modern artificial intelligence, chatbots can answer frequently asked questions, provide initial advice and record customer data.

 Their main advantages lie in their constant availability, the drastic reduction in waiting times and the systematic recording of customer data. Customers can receive answers to their queries at any time without having to rely on employees, which significantly improves the customer experience.

One real-life example is Sberbank's virtual assistant, which helps customers manage their accounts, check account balances and answer questions about banking products. This not only saves time for customers, but also reduces the workload of call centre staff.

Frequently asked questions when introducing CRM systems and chatbots

When introducing CRM systems and chatbots, questions often arise that require thorough planning and clear answers. One of the most frequently asked questions concerns the selection of the right CRM system. The decision depends on the individual business requirements, the size of the company and the available budget. Popular solutions such as Salesforce, HubSpot and Bitrix24 each offer different features and pricing models tailored to different needs.

Another issue is the question of which tasks can be automated by chatbots. Chatbots are ideal for answering frequently asked questions, providing initial advice to customers and recording customer data. As a result, they reduce the workload of employees and improve the efficiency of customer service at the same time.

The duration of implementation is also a frequently discussed point. This varies depending on the size of the company and the complexity of the requirements and can range from a few weeks to several months. Companies need to plan carefully to ensure a successful implementation.

The security of customer data is also a key issue. High-quality CRM systems and chatbots rely on modern encryption technologies and other security measures to ensure the protection of sensitive information and build trust with customers.

These considerations are crucial for optimising the implementation process of CRM systems and chatbots and identifying potential challenges in advance.

 
Conclusion

Marketing automation using CRM systems and chatbots is a crucial factor for an effective and personalised customer experience. These technologies enable companies to better understand customer needs, provide round-the-clock support and improve internal processes. When implemented and utilised correctly, marketing automation can significantly increase a company's competitiveness and improve customer relationships.