I do understand that we all want to have structures and as much automation as possible.
After all, I LOVE this, why else would I be a consultant for just that?!?
But, there can be too much automation – it’s like icecream, sooo good but there is a tipping point.
So, when is there too much automation, or not well-thought-out automation:
1. Canned responses to a support ticket.
Yes, an acknowledgment receipt is great and necessary. BUT please do not tell your client to have a look into the support forum or FAQs. And if they can’t find the answer to respond to this email. Really?
You don’t want to anger your clients, right? And you do work with client or customers who you regard as smart, right?
Yes, there are exceptions who do contact you without checking if the answer is on your website.
So, don’t insult their intelligence. Be helpful. Be kind. Even if you had a *duh* moment reading that email.
2. Automatic Cancellations with a button.
Don’t get me wrong, I love when I can click on a button to cancel.
But do make sure that your cancellation software understands how to cancel to the end of the running cycle. If it doesn’t, you not only lost a client but also angered him on those last days. Remember: “People will forget what you said … But people will never forget how you made them feel.” as Maya Angelou put it so well.
Unless you have hundreds of clients: Do it manually – you can still have a button for the client to use.
Doing it yourself gives you a great opportunity to talk to your client. Make it obvious that s/he didn’t get a canned cancellation confirmation. You might as well regain the client, but at least s/he will leave on a good note.
3. Sending an invitation to buy what’s already bought.
So, you have thousands of subscribers and can’t check them all? Use a reasonable percentage like 5-10%. No worries, after a few checks you will have a feel for when your email service tends to have a little hick up.
Yes, your email service provider (might) tag your list automatically. BUT that’s not true for all of them AND no tool is infallible.
So, do a quick check before you send. There is nothing more annoying and ‘unforgivable’ than getting an email or worse a x%-off coupon for something you just bought. We all had that happen to us, right?
But if you do send that email, refer back to the second paragraph of point 2.
Can they use different emails within your system? Sure, but that’s not in your power. But it is in your power to check your mailing list and client list against each other. Quickly done with some excel or numbers magic.
What’s your take on automation?