The ability to adapt to Industry 4.0’s technical revolution has been a personal value proposition during my ongoing customer journey with Wells Fargo. Wells Fargo has kept pace with society’s ever-changing financial needs for both its commercial and personal customers, while implementing new innovations to enhance the customer experience. From its increased online presence to its prompt customer service, Wells Fargo has been diligent in its customer centric approach to developing strategies and methodologies that promote a positive customer experience and increase brand loyalty. Wells Fargo demonstrates its commitment to the customer by implementing sales automation practices designed to improve the customer experience. dynamicdigitalmarketing.net.

Sales automation is a major driver of Wells Fargo’s renewed commitment to the customer experience. Sales automation is mutually beneficial to the company and the customer. Sales automation is a convenience that improves the customer journey at multiple touchpoints, as well as increases the opportunities for engagement with Wells Fargo and its services. Sales Automation provides Wells Fargo with a plethora of customer data, which can be used to acquire customers, as well as retain and develop customers. The granularity and volume of the data collected corroborates the practicality of sales automation’s ability to segment on a personal level, allowing for customized communications that make customers feel appreciated.

Cons of sales automation

Unfortunately, the perks of sales automation come with a variety of costs. Interactions with artificial intelligence, (AI), such as chatbots or Interactive Voice Response CRM can become frustrating quickly for me personally; the lack of human touch is a sizable concession that is missed by customers. Unwanted and untimely communications like spam and pop-up ads are common nuisances that subtract from the customer experience. Also, sales automations’ attempts to achieve its goal(s) of data collection can often feel intrusive and raise my concerns for how it will be used and by who and for what

purpose(s). “Wells Fargo Online^® and Wells Fargo Mobile^® sessions are encrypted to help protect your accounts. Wells Fargo only supports browsers that adhere to our encryption standards, and we may block outdated browsers that could lead to a security risk. (wellsfargo.com”¹ Although rare, Wells Fargo has had some technical issues with its web site that have been the cause of my angst.

The ubiquitous availability and accessibility are appealing aspects of Wells Fargo’s implementation of sales automation. I can connect with my financial information at any time, from anywhere in real-time with consistency. Connectivity and interaction are possible through multiple channels and various platforms; sales automation and CRM software have allowed for smart devices such as smartphones and tablets to be included in the online ecosystem. “Contemporary mobile marketing applications are critical in reaching prospects and customers when they use devices such as smartphones and tablets.(Butte and Maklan.2019)”² I have enjoyed an extra layer of security from Wells Fargo’s utilization of sales automation as I receive notifications, both valid and invalid, of transactions on my account through various channels. Last month’s happy birthday wishes on various channels added to my allegiance to Wells Fargo; personalized communications are a function of sales automation that appeals to a customer’s sense of being valued.

A Good Experience

Overall, my customer relationship with Wells Fargo has improved since its implementation of sales automation and various CRM tools. Today’s banking processes are much faster and more comprehensive. Formerly transactions were always made through a teller or bank representative and the bank’s operating hours for the public were extremely limited (10A.M until 3 P.M. during the week, and noon until 5P.M. on Saturday, approximately). The advent of the automated teller machine, ATM, was a disruptive technology that revolutionized banking forever. Sales automation has made management of my accounts a lot more empowering and convenient. The customer development strategies are engaging and informative. Containing information about additional products and services that formerly was only available inside of a pamphlet inside one of the bank’s branches. This convenience introduced me to opportunities that I would have missed in the past. Sales automation has been a most extremely enjoyable enhancement in my customer experience with Wells Fargo! As far as changes or recommendations are concerned, I have none, due to the unchartered territories that technology has already taken us through; I merely want to just enjoy the ride from a front row seat.

REFERENCES

¹https://connect..wellsfargo.com/services/StartSmart=AAQCpuoEQCR14WDgSxaU4QNGCHpGcoS14dN5rVicqRP5ddVK3oG6cpxpBmE%3D

²VitalSource Bookshelf: Customer Relationship Management. Vincent Buttle and Stan Maklan.2019