This document discusses automating business processes and customer communication through software. It recommends automating sales emails, customer success campaigns, fulfillment, in-app messaging, and promotions to save time, increase customer touchpoints, drive revenue, and allow a business to scale. It provides examples of software like Autopilot, Intercom, and Zapier that can be used to automate welcome sequences, check-ins, reactions to engagement, and more. It also provides a case study of a company that automated over 80% of its email communication through integrating different software platforms.

1. Process & Communication
Automation
•Utilizing software to automate business-critical operations
and increase customer success.

2. Kirk Morales
@kirkmorales
@hopscratchlove

3. 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

4. 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

5. W H AT T O A U T O M A T E
• Sales emails
• Customer success campaigns (tips,
tricks, etc.)
• Fulfillment
• In-app messaging
• Promotions

6. C U S T O M E R C O M M U N I C AT I O N
• Welcome / intro sequences
• Receipts
• Reactions to engagement
• Lead to paid (sales)
• Regular check-ins / reminders
• Surveys

7. I N - A P P M E S S A G I N G
• Welcome sequences
• Progress tracking
• Stuck messages
• Proactive Support

8. 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)

9. 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.

10. 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.

11. Z A P I E R

12. C A S E S T U D Y

13. 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

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

15. C A S E S T U D Y : T H E S O L U T I O N
Autopilot pulls
from Salesforce
Leads pushed into Salesforce

16. C A S E S T U D Y : C O M M U N I C AT I O N A U T O M AT I O N
• Chat
• In-app messaging triggered
by behavior
• DIY email automation
• Fulfillment email automation
• Sales email automation
• Internal notifications (email,
Slack, etc).

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

20. 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

21. kirk@hopscratch.com