CRM is believed to be associated with retail businesses only. Users perceive it as a tool meant to streamline the activities of the retail store or service primarily. The truth is CRM is easily integrable with the platforms of various types, and eCommerce also is one of those.
In this post, we intend to walk you through:
- What is the role of CRM for eCommerce Business?
- How CRM benefits eCommerce businesses
- How to select CRM for eCommerce businesses
- What is the role of CRM for eCommerce Business?
Retail CRM provides a person at one counter to have a bird’s view of all activities happening in both frontend and backend departments. The CRM meant for eCommerce Business does the same and a lot more. Some of the critical roles played by CRM for the services and platforms representing eCommerce are:
- Compiles all eCommerce store’s activity at one place
Whether it is the inventory levels of various products in different categories or the time that the users spent in various product pages per session, the information about all these facts comes in handy to CRM users for eCommerce at a single dashboard.
You can also create and customize tabs in the eCommerce’s CRM dashboard and have meaningful information stored logically under relevant heads.
This compilation support eases the user behavior analysis apart from taking care of the eCommerce platform’s various regular management issues.
How many products are sold in various timeframes, increase or decrease in the number of visitors in any period, revenue generated, expenses made, etc., are various facts that CRM compiles for the user and provides the much-needed data.
- Provides valuable data about sales performance and user behavior
CRM can outline the modes from where the traffic is directed to the eCommerce site. Was it a targeted marketing effort designed to keep the customer’s position in the sales funnel in mind, or the customer’s experience that drove sales performance? Such questions become easy to answer with CRM’s support.
Sales performance is the collective outcome of the sales copy, quality of presentation or communication, the device’s role in the sales, and most important the features included in the eCommerce stores. CRM dissects the whole eCommerce store into relevant areas and then tells how each one contributed to or worked against the sales performance.
CRM is also useful for assessing user behavior. Users’ perception about the store, the quality of interaction, expression of inclination towards the store or repulsion from it, attitude towards emails, and many other data sets are served in black and white by CRM. Thus, there is no second doubt about the possibilities to improve or enhance the customer experience.
- Offers insightful information about products’ performance specifically
Everything zeroes into the product ultimately. The eCommerce store may make the whole experience as customized and personalized as possible, but the product has to match the user expectations with no exception.
Thus, there is a need to keep a sharp eye on the product’s performance. CRM does that job for the eCommerce platforms. With the automated recording of the product features and the consumers’ responses documented, the marketers and product planners come to know whether it was a hit or a flop effort.
From the attitude towards newsletters and brochures based on the product to the unbiased figures of sales achieved, the CRMs give all reports in a timely and logical manner.
- Gives information about customer’s overall browser behavior
eCommerce stores need to adopt retargeting plans to make another conversion-focused attempt. These plans become easy to design when they have a complete record of the user’s browser behavior.
CRM also keeps a record of how customers spent time at forums and other social media networks. It is essential to meet the objectives of online reputation management. Ignoring consumer behavior outside the eCommerce store may be too big a mistake to correct later.
- How CRM benefits Ecommerce Business
Considering the critical roles CRM performs, it is safe to say that CRM has become the backbone of a modern eCommerce business. It can further benefit online sales-focused businesses in the following ways:
- Makes eCommerce capable of extending the best services to customers
CRM provides information about the customers’ needs, pocket power, buying behavior, etc. Based on these consumer characteristics, eCommerce stores can design upselling offers. They may automate responses, provide help through onboarding, and also remind about the incomplete orders. Further, the CRM data comprising email marketing Campaign attitude can help decide about the communication mode and frequency.
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- Offers ease of segmenting customers and helps plan marketing campaigns accordingly
Customer segmentation is very much essential and equally detailed. The automated nature of CRM modules allows users to filter customer data and put them in proper segments.
The marketers find it easy to design campaigns that speak to the audience and garner responses from them. The data about age, purchase power, bulk buying, repeat buying, device chosen for buying, etc., can help tailor-made design campaigns made precisely according to customer expectations.
- How to select CRM for eCommerce Business
CRM for eCommerce business and other e-platforms are available in countless options. It naturally overwhelms the buyers. So, here is a quick checklist to consider.
- Budget-friendly: Have CRM that fits into your budget and does not add too much to the cost of reaching customers.
- User-friendly dashboard: It should have a dashboard that users, even the first-timers, can internalize in no time. All functionalities in one place speed up the servicing further.
- Email communication automation: Provides support for automating emails like pre-order emails, thank you emails, order status emails, etc. It helps make the customer feel well-attended.
- Team management support: Should allow all team members to be on the same page while interacting with customers.
- Social data assessment and utilization support: Provision for social media integration and its use in strengthening brand image can be a stopping criterion.
- Easy to integrate with eCommerce platform: CRM should work like an unrecognizable entity allowing the users to have it as seamless backend support.
Modern eCommerce stores and services need to be exceptionally automated and proactive to customer needs. Such a level of efficiency and ability to understand customers becomes easy to attain with CRM solutions, designed to keep an eCommerce’s deliverables in mind.