Four Ways To Use Automation For Customer Success


By Kelly Richardson, co-founder of Infobrandz. She likes to help people build businesses through visual communication and her influential blogs.

You may think that automation is something that requires an intense technical infrastructure backed by a big budget to boot. But the truth is, even small businesses can use simple automation tools to improve customer success.

Business owners are always looking for ways to streamline processes and make operations more efficient. One way to do this is by using automation tools to manage customer interactions.

What is customer success automation?

Customer success automation is the process of using technology to automate tasks and procedures to accomplish goals related to customer success. This can include everything from customer onboarding and engagement to retention and support.

Automation can help you improve efficiency and accuracy, freeing up time for your team to focus on more strategic tasks. It can also help you improve the customer experience, making it easier and faster to get the help they need. Not to mention you take the element of human error completely off the board.

Every business wants loyal customers, and what better way to get them than to keep them happy and satisfied with fast and efficient service?

Is automation for customer success expensive?

The answer to this question is no–there are many ways to use customer success automation without breaking the bank. In fact, some of the most effective techniques are pretty simple and easy to implement.

You don’t need a software developer to automate some of the processes in your business. With the right tools, you can automate tasks related to customer success easily and inexpensively.

Automate emails and follow-ups.

Instead of spending hours creating and sending emails to individual customers, you can use automated tools that can send emails whenever the time is ripe.

There are a lot of email marketing tools like ActiveCampaign or Mailshake that can send those for you. Just remember that when using email automation, it’s crucial to avoid getting flagged as spam.

Fortunately, most modern email marketing tools let you specify conditions and triggers before firing off automated messages.

Automate outreach from sentiment in your existing online conversations.

A 2022 survey by CompleteCSM revealed that 79 percent of businesses struggled to manage the rising expectations of customers, with response time and “bedside manner” being two of the many challenges affecting the customer experience.

One solution is to set up automated and templated responses to an overall downturn in customer sentiment over a series of conversations. The ability to locate and respond to a situation before it escalates by looking at customer sentiment from your existing systems can give days’ or weeks’ advance warning of a waning customer.

Automate customer re-engagement.

All businesses have cold leads that haven’t responded to interactions–stubbornly refusing to move down the sales funnel.

As a business owner, you’d want to reach out to them. But it would be inefficient to implement a manual approach in doing so.

Having an automated re-engagement strategy for such situations can help you reactivate cold leads and reduce churn rate. A typical strategy is to send an automated re-engagement email after a specific number of days have passed since their previous interaction. Again, this can be easily accomplished with the right email marketing tool.

Create self-onboarding experiences.

The simplest automation strategy for customer success is to automate the onboarding experience.

Greet new users with links to important resources and free downloadables. For SaaS companies, engineer a self-paced learning process via in-app tours or tutorial videos.

Remember, customer success is your success. By improving efficiency and eliminating human error, automation might be the best move for businesses in today’s age.

The opinions expressed here by columnists are their own, not those of

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