WCA, commonly known as Watson Campaign Automation, is a SaaS-based digital marketing automation tool. It is preferred by marketing professionals as this kind of technology can enable marketers to leverage behavioural data to create consistent campaigns across the Web, email, group messaging and SMS among many others, and can help match (and exceed) customer expectations.
Benefits of using WCA
WCA is generally used for three main reasons: (i) for increasing customer loyalty; (ii) for improving customer engagement and (iii) for creating more efficient structures, especially between sales and marketing. Further, WCA enables marketers to engage and connect with their customers from anywhere. Additionally, internally, a team leader in an organization can also connect with his/her team much faster and this connection can help create optimized messages, campaigns and offers. Finally, the ability of AI within WCA can be designed to provide the right message at the right time and can help grow customer loyalty and revenue.
How to use WCA to optimize channels
Savvy marketers know the importance of their customers, which is why they have to try and ensure constant communication to reach out to them across all channels. Marketers are faced with the constant challenge of how to turn customer-centric goals into reality. This is when WCA can be optimized and give rise to customer-centric marketing through certain steps.
Integrate: If you are a business owner you can connect your CRM to your WCA and use the customer data of your company to its maximum potential. Merging the WCA with your system data will make your customer data up-to-date. As a marketer this merging means leveraging behavioural attributes and profile wealth to target customers and send them personalized messages. WCA can undertake this through its custom integration options and connectors.
Report: If you want your enterprise to have a powerful database you can align it using modern tools like UBX with WCA. These combination reports can provide robust and holistic insights. These insights help grow customer experience as your customer support can interact across different channels and the insights can make the performance consistent and seamless. Further, the data connections that are available from the insights can help map customer journeys.
Scale: Most customer support fails to meet expectations due to internal fragmentation, which results in inconsistent and disjointed messages for customers. Such problems can be avoided by bringing in WCA technology to enable different teams of your organization to work seamlessly together. This also means that the customer data and its accompanying reports will all be in the same place. In addition, you will have the ability to create a unified customer experience while ensuring different teams maintain their autonomy.
WCA and in-time communication
In-time communication is a type of communication that does not have any transmission delays and is also known as real-time communication. Communication data for such technology is held in two types of modes: the half duplex and the full duplex.
For example, if you want to chat with the owner of the particular website, you need to leave a message or an email saying that you need to talk to the owner. Such messages do not fall in the section of in-time communication as there is a delay in transition and reception. With WCA, messages are direct and instant and the workflow is much faster across the board and between all players like agents, brokers, employees and basically everyone that is related to your business.
Conclusion
It is clear that WCA has numerous benefit for marketers and businesses across industries. For those familiar with the tool, it can also be combined with Watson Customer Experience Analytics for even deeper customer behaviour-based segmentation to generate greater insights. Further, it can help “optimize your paths to purchase and reduce customer struggle…[and] at the same time, the integration of diverse data helps you to deliver relevant messages at the right time to help your customers along their buying journey and increase the effectiveness of your marketing campaigns.”
In today’s highly-competitive environment, businesses need to constantly find ways to stay relevant and ahead of the curve in order to retain and win over customers. With WCA this is definitely one sure-fire solution.
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