Companies use email marking to retain high sales, but more recently, consumers are less engaged with the emails sent to them by companies than ever before. An exception to this trend is personalized emails, which often take around a half hour each to personally create. However, new technology created by a Californian start-up called Nova can generate customized sales letters using online searches from thousands of data sources in 1/60 of the time it requires to do it manually.
One major advantage of the Nova search system is the reduced need for employees. With the technology producing quality customized sales greetings in 1/60 of the time of traditional sales people, companies will no longer need to hire crews of letter writers. Instead, they can hire fewer employees to review letters if the company feel the need to tweak the auto generated letters for whatever reason. Thus, the system has the potential to reduce operating cost while increasing sales potential.
A second advantage of the system is that the program will be unbiased. A sales person may, for what ever reason, not check certain popular websites when seeking out information regarding a potential customer. For example, the sales person may find Facebook too complicated to use and as a result fail to search for prospects through the site. The Nova search system not only doesn’t discriminate in where it conducts its searches, but it also searches through thousands of data bases, a task which can burden manual sales people without some sort of similar technology.
A third advantage of this technology is that it doesn’t require specific training. For forty dollars a month, “companies can get personalization generations for 200 messages per week” using a Gmail account. This is ideal for small businesses that don’t have a lot of funds available to be able to better market their goods or services.
One thing overlooked in the article is the potential customer response. Suppose a customer receives a personalized letter from the company and calls the number at the bottom to speak with a sales person. If the sales person isn’t completely familiar with the contents of that auto generated letter, the client may be offended and turned off to a potential deal. The article also fails to mention the limitations of this software. How does the software determine what should and should not be included in a customized sales letter? Will the software include information some may consider to be too personal in their automatic letters? How does it stack up against other customer search software, such as ONCONTACT CRM 7. Additionally, the software may be far less effective when attempting to find customers who aren’t online often, such as senior citizens.