While many businesses are adopting funnel and automated marketing programs, what happens when there is a mismatch with customer experience?
The trend towards automated marketing to maximise sales is a technique that is used across many industries, including food and beverage.
Basically, it entails capturing leads into the funnel and then automating messages with the intention of converting the sale.
But what happens when there is a mismatch between automation and customer experience?
Recently, I went online to purchase a case of wine to send to a friend as a thank you present for hosting us over Christmas.
Knowing that my friend likes a range of wine, I was keen to purchase a mixed case. Many wineries don’t offer this and after looking across websites of a few of my favourite Australian wineries, I went to one of my preferred wine subscription sites.
I chose a beautiful mixed dozen and added it to my shopping cart. I ticked the option that it was a gift which would ensure the invoice was not included in the box and enable me to write a short thank you message. However, after several attempts, the text box would not allow me to add a message. I abandoned the cart and…no sale.
I then went to a dedicated online wine retailer. I’ve enjoyed following the growth of this brand and have found their marketing very
Their options were great, and I didn’t hesitate to order a case of wine for my friend. However, I didn’t sign up for the discount or the free shipping. When I got through to the cart, there was no option to ship to a different address nor indicate that it was a gift. Frustrated, I abandoned the cart again.
I then proceeded to receive a series of emails from this online wine retailer (the automation was working as it could see I abandoned the cart but had gotten as far as providing my email address). I ignored them until, on Saturday, I received an email with the following text
“Just wanted to let you know – you have great taste in wine…but there’s a lot of competition for me (the delicious wine you almost bought).
So hurry back… and give the team a call on…and they’ll sort it for you…”
Relieved I could finally talk to someone, I rang immediately to receive a voicemail saying that their opening hours are Monday to Friday 9am – 5pm.
The automation was on auto-pilot and promised me something that couldn’t be delivered on the day it sent it to me – it took me in the wrong direction!
It’s paramount that businesses set up their automated marketing program correctly to ensure that the promise that is made can be followed through. Otherwise, you are throwing money down the drain.
So many sales are lost due to poor follow through – not clearly mapping out the customer experience from the research to the purchase pathway. Yet, businesses continue to spend marketing dollars trying to retarget and convert the sale.
If the customer experience was solid from the outset, marketing dollars could be redirected to retention strategies which we all know are much cheaper than acquisition and conversion.
Five steps to turning customers into fans for life (and converting more sales):
That’s how you ensure the funnel keeps flowing!