How MarTech Can Improve Customer Relationships

While technology’s impersonal nature would naturally seem to hinder interaction, it can, when used correctly, be harnessed to help foster even more meaningful relationships. Read on as we detail how understanding marketing technologies such as AI, webinars and chatbots will help foster customer relationships in today’s tech-savvy world.


Connect and Engage with Webinars

Webinars are a great way to build customer relationships. They give your brand a chance to connect with and teach customers about industry trends while also offering live insight about your own products and services.


Engagement with your audience is the key to a successful webinar. According to Marketing Profs, question and answer sessions are a great way to to build a rapport with webinar guests. Attendees join your webinar because they trust in, or are curious about, your brand’s expertise. Question and answer (Q&A) sessions are the most popular format for webinars, with 82 percent of analyzed webinars adopting the format, according to ON24.


Chatbots Generate Engagement

Immediate feedback and communication with customers is extremely effective in building meaningful brand-consumer relationships. Chatbots are a great way for customers to engage with a brand and have their questions and comments heard. These automated tools give customers the opportunity to ask questions at their convenience. The 24/7 availability makes communicating both engaging and easy.


Chatbots are both valuable and efficient for business of every size and scope. A traditional customer service representative would only be able to communicate with only one customer at a time, but chatbots can respond to multiple customers at one time. Remember, the best kind of ability is availability.


Create Brand Authenticity

Meaningful customer relationships give brands authenticity. Anita Brearton, CEO of CabinetM, explained, “Technology is required to support customer experience goals and is a tremendous enabler. But taken alone, it is not valuable. It’s what we do with the technology that is important.” If used correctly, technology can help business create brand authenticity and foster customer relationships.