Kickroll Better Customer Experience with eCommerce CRM
What it takes to be innovative in a heavily competitive eCommerce industry? The trick lies in proven, reliable, and simple techniques and eCommerce CRM. Some seriously cutting-edge solutions happening when you look at things through a human-centered lens. Lately, CRM started to gain popularity in both b2b and b2c space and sharing the same understanding of the problem and goal, it evolves into a significant a game-changer in the e-retailing world. eCommerce CRM becomes a shiny new thing in b2c space building up customer experience and enhancing business workflows.
CRM Value in eCommerce
Think of it this way: the price has lost its competitive value and customers are looking for an outstanding and memorable experience which is getting harder to deliver under the fierce competition online. Another point to remember is that your expectations of offered experience as a retailer are never the same as the expectations of the clients. Customer satisfaction becomes the critical part of your business, so you need to focus on making a difference to easy product finding, or several channels for customer service, etc.
With eCommerce CRM, your sales and marketing teams share metric-driven goal based on a data-led approach to increase conversions with the way they communicate with the clients and acquire the information for advanced customer segmentation and experience. Once you considering CRM implementation, it’s critical at the beginning of an initiative to determine what outcomes you’d like to achieve. Keep reading and find the evidence for the efficacy of the CRM in eCommerce.
Data and CRM in B2C: 4 Points to Advancement
A success factor is decided at the start of an initiative. So, when we refer to CRM, either in eCommerce or generally, we mean data. The increasing amount of information is one of the trends that will drive innovation in user interaction. eCommerce CRM
- deals with tons of records,
- helps to apply smart campaigns,
- sets up communication waypoints and user engagement, and
- powers you up with developed analytics.
For the skeptics who thinks that implementation of CRM is risky and requires too many resources, here are a few simple examples to show the efficiency of adding CRM aspect into your business strategy.
a. Inspire and Win Loyalty
Every e-retailer wants to create tangible lasting connections with customers, and eCommerce CRM will assist you in reducing friction in the customer experience, as well as improve the loyalty programs. They are quite varied - from simple button “Click here” and you will become a VIP client in the very near future to a sophisticated calculator of gained points. All that brings a whole bunch of interaction channels, so if you are focused on developing a strong customer retention on each touchpoint properly. With eCommerce CRM, e-retailers will easily track different ways their business connect with the customers and send timely relevant offers.
b. 360-degree View of a Customer
The types of business goals range from increasing revenue on an eCommerce site to lowering abandoned carts and exit rate or even driving customer engagement of all channels that bring clients to your store. As the main task of CRM is collecting and providing insights into your data, the sales and marketing get full view of all interactions (real-time orders, shipping information, returns data, billing history, sales preferences, detailed notes, tags, and reminders, etc.) with leads on each stage of their customer journey.
Besides, eCommerce CRM supplies your employees with insights about customers who left your store without placing an order or paying for the selected items. Therefore, your sales reps can take the corresponding actions to re-engage these potential customers with polite reminders or other follow-ups.
CRM optimizes various business processes and ultimately the productivity and customer segmentation. Once you have built a strong client base, your leads fall into some specific segments (demographics, product preferences, social media shares, etc.) With the expense of insights provided by eCommerce CRM, you can run targeted marketing campaigns and efficiently optimize your budget. In fact, the team has an opportunity to
- learn customer search patterns, ads displayed in social media that customers are likely to click on,
- get more data for personalized service,
- improve communication by viewing customers by groups (gender, interests, geolocation, billing history, etc.),
- separate the customers who always buy specific brands or discount items, or those who buy on holidays or certain days/time of the year.
Customers-influences are a life-giving part in point of any business. CRM assists you in defining that group by tracking referrals and shares, and therefore you can use these incentives for driving more visitors to your store.
d. Measure Customer Lifetime Value
Maintaining a vision for your store, every spent dollar is counted in terms of cost per order and cost per acquisition. In that light, the lifetime value of a customer (CLV) is seeing beyond the initial order but in terms of strengthening relationships for the further successful interactions. Due to eCommerce CRM, you will get extended insight into this metric and power up your marketing, customer support, sales, and offers aspects. To put it simply, answer the following questions for:
- Marketing: How much do you spend to acquire a potential client?
- Customer support: How much time should be spent to service and retain a customer?
- Sales: What type of leads should sales team spend the time on?
- Offers: What channels use to offer tailored products or services to my customers?
This information can deliver a critical impact on your business and strengthen the consistent revenue flow. Apply CRM to get the iteration of the segmentation and measuring CLV.
Choosing eCommerce CRM
Once you see the efficiency of CRM in eCommerce and b2c business performance, the game-changing moment is how to select a solution that will deliver required features and aid in embodying strategy in both form and function. The number of CRM platforms in business is exploding, yet there are vendors who offer toolset to meet the e-retailer demands, so save your time and check out Base CRM, Salesforce, Insightly, and Pipedrive.
Let’s talk about how we can work together.
A key business and operational challenge is the timely, relevant, and accurate monitoring and reporting of information across business units, products, and costs. With implementing eCommerce CRM, you will embrace the challenge of competition, improve your workflow, develop stronger relationships with clients, and multiply the incomes. Remember, being a competitive e-retailer demands adopting new technologies before your rivals beat you to it.