Automation technologies are powerful—but they need to be used well. One thriving business discovered that trained staff paired with automation created a superior customer experience, which neither the technology nor the staff could deliver without the other. In this session, you’ll learn how to apply the lessons this business learned so you too can use AI-enabled service to deliver better results, including higher margins and improved renewal rates.

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#AccelerateMO
James Krappe, ReallySocial
May 16, 2018
Combine Automation with
a Human Touch to Increase
Renewal Rates and Margins

2. © 2018 Apttus Corporation
MANAGING DIRECTOR
James Krappe

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Really Social is a fast-growing social media content creation
company based in the UK. We work with hundreds of restaurants
to help them drive revenue directly from social media.

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We Achieved a Digital Transformation in Our Business
•Moved from very manual processes to automated processes
•Learned best practice by doing
•Our experience applies to global businesses
(we could just go faster because of our size)
•Automation didn’t replace our sales people & account
managers—it made them better
© 2018 Apttus Corporation

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WHERE IT ALL BEGAN
Traditional
Advertising.
Social Media
Marketing.
© 2018 Apttus Corporation

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Before: We Had Manual Processes
Weekly Content
Plan Emails
Regular Phone
Calls
Face-to-Face
Meetings
Personalized
Monthly Reports

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Manual Processes Created a Poor Experience
For Us and Our Customers
• Lots of manual work required for customers
• Our businesses processes were really inefficient
• Hard for us to achieve profitability 5 hours
Time for one person
to email content plans
to clients each week
© 2018 Apttus Corporation

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Then This Happened….
DROP IN RENEWALS
13%

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Customers & prospects
want to know you care
about them

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Reintroducing the Human Touch…
• Reintroduced a number of human
touchpoints (supported by technology)
• Customers want to know you care (people
buy people as much as a product)
• AI and automation can deliver client
personalized data but it’s not truly personal—
it doesn’t have empathy
• Sellers work faster and can use the time
saved to understand each customer
better and sell more
© 2018 Apttus Corporation

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…Now Look What Happened
LIFETIME VALUE
+64%
REDUCTION IN CHURN
RATE
-23%
REVENUE ONE PERSON COULD
MANAGE
+403%
REVENUE PER USER
+33%

14. © 2018 Apttus Corporation© 2018 Apttus Corporation
Create ‘Wows’ with Automation and AI
• Don’t replace staff; use technology to empower them to achieve more
• Automation is not a way of building relationships with clients and prospects
• Max works with your sales team—the customer doesn’t talk to Max directly
(think about this concept throughout your business)
• Break down every single task you do: How can automation and AI remove non-
value added tasks to give time back to the team?
• Look at where clients/prospects see value in your process and find technology
to enhance that value