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Why are event-triggered communications key to remarkable customer experiences?

Why are event-triggered communications key to remarkable customer experiences?

Is your organisation making the most of event-triggered communications to reach customers at the perfect moment?

While many of our clients are using our platform to send automatic messages to their customers at pre-defined moments, we believe that auto-triggered communications are an under-exploited area of customer communications.

Event-triggered communications, which are also known as auto-responder messages or trigger marketing, can be configured to respond automatically to an enormous number of inputs, sending customers highly personalised messages at precisely the right moment.

This gives you immense potential for seizing opportunities and supporting customers by providing the information they need, at just the right moment. You can pre-empt customer needs. You can be helpful. You can support your brand experience. You can show that you care, and that you understand your customers’ needs. You can give people what they need, just at the moment when they realise they need it.

Before we consider how to create these event-triggered communications, let’s look at a few examples.

  • Follow-up after customer service interaction – e.g. “how did we do?”
  • Series of follow-up emails with advice on using your products or services
  • Enquiry a week or two after an order. E.g. Do you need anything else?
  • Customer survey – was everything okay?
  • Cross-sell based on purchases. e.g. “Customers like you also ordered…”
  • Post cancellation – e.g. “Can we tempt you back with a half-price offer?”
  • Event countdown – e.g. “Your order will be delivered in two days…”
  • Anniversary message. Could be triggered by anniversary of an order, or a birthday.
  • Abandoned cart – e.g. “Did you have any questions about your order?
  • Running low? Prompt users to replenish stocks – or try a different product.
  • As you can see, there are many ways to use event-triggered communications to automatically reach customers when they have a need. These messages can be sent in response to a wide variety of online and real-world actions and interactions. And messages can be sent in different forms (email, SMS, letter, app notification etc) according to the customer’s preferences.

The real trick is in knowing what to send, to whom, and why.

Mapping the customer journey

The first step in creating a series of event-triggered communications is mapping your customers’ journey.

How do customers interact with your business? Where do they start? Where do they end up? And how do they get there? You may have several typical journeys, or just one. But it’s crucial to understand the different points of these journeys and what the customer needs at every step. Once you have the journey all laid out, you can consider responding to different customer needs.

Beware of overlap

While you may want to send customers multiple messages during their journey, it’s important to consider the entire landscape of customer communications, and ensure that you’re never bombarding customers with overlapping messages.

You may need to explore ‘What if…?’ scenarios, to check that customers will ever get overwhelmed, even if they buy multiple products on one day, return half of them the next, and sign up to an additional service the day after.

Optimise your triggered communications

To some extent, the joy of event-driven communications is that you can “set and forget”, but that doesn’t mean you can turn your back on the results. Monitoring metrics like open rates, click-throughs and KPIs (order values, conversions, sign-ups etc) can help you evaluate the effectiveness of your automatic communications, and improve the messaging, tone, style and delivery so that your customers get a better service and your business gets better results.

Let the software do the work

Event-driven communications is a prime example of using technology to automate – and improve – communications that we have historically operated manually. Your customer communication management (CCM) platform should support triggered communications. Once set-up, you will find that you can achieve immense value by giving customers more of what they want and need. CCM solutions can reduce your workload while also boosting order values, retention rates and upsell outcomes.

Get started with event-triggered communications

If you would like to know more about this kind of automated marketing, contact one of our experts for a quick chat.


You can also read about how we offer event-driven communications for our clients.