Process & Communication Automation

•Utilizing software to automate business-critical operations and increase customer success.

Kirk Morales@kirkmorales

@hopscratchlove

W H O I S T H I S G U Y ?

I’m an engineer, tech entrepreneur & advisor, photographer, and Olympic

weightlifting coach.

CTO, co-founder of Hopscratch

W H Y A U T O M A T E ?

• Save time• Increase customer touch-points• Increase perceived value• Drive revenue• Set your business up to scale

W H A T T O A U T O M A T E

• Sales emails• Customer success campaigns (tips,

tricks, etc.)• Fulfillment• In-app messaging• Promotions

C U S T O M E R C O M M U N I C A T I O N

• Welcome / intro sequences• Receipts• Reactions to engagement• Lead to paid (sales)• Regular check-ins / reminders• Surveys

I N - A P P M E S S A G I N G

• Welcome sequences• Progress tracking• Stuck messages• Proactive Support

F U L F I L L M E N T

• Internal notifications to fulfill customer (emails, Slack)

• Push pertinent information to the right source (Zapier)

• Update master customer record during fulfillment process (Zapier or internal process)

S O F T W A R E

• Autopilot: Emails and notifications.• Intercom: In-app chat, messaging, and

emails based on engagement/behavior.• Infusionsoft: Automated sales &

marketing, including e-commerce.• Zapier: Link common processes together.

More advanced developer capabilities.

S O F T W A R E ( C O N T , )

• Segment.io: One tracking code for all services.

• Mailchimp: Affordable & easy-to-use mailing lists and email automation.

• Typeform: Beautiful forms that integrate with Zapier.

Z A P I E R

C A S E S T U D Y

C A S E S T U D Y : T H E P R O B L E M

• Track users across various platforms• Trigger communication based on

activity and/or engagement• Automate fulfillment processes and

communicate updates• Handle data entry from two sources:

Website and Salesforce

C A S E S T U D Y : T H E S O L U T I O N

C A S E S T U D Y : T H E S O L U T I O N

Autopilot pullsfrom Salesforce

Leads pushed into Salesforce

C A S E S T U D Y : C O M M U N I C A T I O N A U T O M A T I O N

• Chat

• In-app messaging triggered by behavior

• DIY email automation

• Fulfillment email automation

• Sales email automation

• Internal notifications (email, Slack, etc).

C A S E S T U D Y : E M A I L P E R S O N A L I Z A T I O N

• Use contact properties (merge fields) in Intercom / Autopilot to customize.

• Stay consistent. The same types of emails should come from the same person.

• Keep design simple and only style when appropriate. Emails feel less automated when they come through plain.

C A S E S T U D Y : R E S U L T S

Over 80% of all email communication automated, and growing…• Lead to sale• Do-it-yourself encouragement / upsell• Fulfillment updates• Internal fulfillment notifications

kirk@hopscratch.com