Customer service is not the first thing that comes to mind when talking about marketing automation. It is, however, exactly that. Marketing automation aims to do the same as a good salesman who wants to know his customers.
The objective of automated messages is not to force customers to buy something they don’t want. Instead the goal is to find out what they really need, suggest things they might need – and rush in when they show interest. When a salesman would ask "Hey, can I help you?", automated marketing doesn't leave the customer alone but reacts to the customer's actions in real time.