What Is an Ecommerce CRM and Why Do You Need One?
Why Is CRM the Key to a Successful eCommerce Business?
Once you open an online business, you immediately realize that your competition is right next to the corner, waiting for a wrong step from your side. Therefore, one of the biggest tools you can use to keep up with the competition’s challenges is customer retention. Apart from offering top-notch products, you need to also offer a flawless customer experience.
In the online world, the customer lifecycle is a lot faster which means that you should put bigger efforts than in traditional commerce. So, this is where an Ecommerce CRM comes into play. This piece of software can help you convert your casual customers into loyal clients who will buy your products many years from now. How can this be translated for your business? Stable revenue and stronger position on the market.
What is an Ecommerce CRM?
First, CRM comes from customer relationship management. This software helps you store relevant data about your current customers as well as prospect information. The greatest thing about it is that all the information is stored in one location.
Therefore, CRM helps you have an overview of your business operations and helps you also determine potential sales opportunities. For an e-commerce business where things are developing very fast, CRM is a goldmine. It helps any business owner organize all the information related to customer interaction.
Some of the biggest advantages an Ecommerce CRM brings to any business are the following:
- Helps you discover and attract new buyers
- Gives you relevant information on the current customers and help you develop loyalty programs
- You are able to understand your customer’s buying particularities better
- You will have lower customer management costs
Why Do You Need Special CRM for Your eCommerce Business?
Most probably you think you can use a regular out-of-the-box CRM to manage your ecommerce customers. Most CRMs out there were designed to manage B2B clients. These CRMs rely on sales reps to log information for each customer.
On the other hand, an ecommerce CRM will be able to collect customer data by integrating with your existing systems like your ecommerce website, track customer browsing behavior, and compile a customer 360 view. And when you get loads of customer queries, it will route them to agents in the most efficient manner allowing you to make the most of your workforce.
The CEO of Pick Writers mentions that “CRM helps e-commerce business owners learn about their customers’ behaviors. A CRM will give you information on why your customers are buying your products and what they expect from your side. What is more, it helps you track their purchasing history and gives you valuable insights on what marketing strategy to apply to keep them loyal to your brand.”
1. Customer History
Wouldn’t it be great to have access to the entire history of your customers’ buying trends and habits? Just think that you plan to launch a new product that should be targeted to a specific type of customer. How do you know to which category of clients you should send information about this new product? An Ecommerce CRM helps you analyze your customers’ wishes and immediately understand whether they would react positively to a new product launch or not. What is more, based on your customer history, you will also be able to determine what type of products you should launch next.
What is more, based on data that eCommerce CRM stores, you will be able to determine which were the best-sold products, during which periods of the year you had the biggest sales, or which were the prices that determined the biggest purchases? Thus, you are able to bring again on the market some very popular products or create new ones which meet your customers’ expectations in terms of price and characteristics.
2. Efficient team management
How can a customer relationship management tool help you effectively manage your sales teams? The way your customers behaves is directly connected to how you allocate your internal resources. Ecommerce CRM helps you divide your customers in different groups based on certain criteria. For instance, you can have premium customers who always buy the most expensive products from your website.
On the other hand, you can also have a medium category of clients who are loyal to your brand and buy your products on a regular basis. Would you assign the same sales team to these two categories? Of course, not! So, this is how you got the answer to the question above. Ecommerce CRM helps you be always service-ready and smartly allocate your key account managers to different categories of customers.
3. Personalize your marketing strategy
According to a recent study, customers will become loyal to a brand when they feel that the messages they receive are tailored to their needs and expectations. For example, by sending emails, where you mention their name and recommend products based on their purchasing history, you will have a huge positive impact on your customers.
The best way to collect data on past purchases and details about your customers is by implementing an ecommerce CRM system with your e-commerce platform. What is more, a CRM will also tell more about the way your customers prefer to be contacted for new offers. Why send an email to a customer who prefers to receive details on new products vis SMS?
What is more, when you start developing your marketing strategy, you need any other details about your customers. For example, you will need to know more about demographics, location, or preferred price range. CRM stores all this data. Thus, you will have access to information 24/7 and you will be able to personalize your marketing strategy to different categories of customers and improve your response rate.
4. Business Expansion
Every business owner dreams to expand his business one day. But when you are overwhelmed with gathering and analyzing data about your customers, plus many other business operations, it becomes difficult to think of expansion. One of the biggest advantages that Ecommerce CRM puts on the table is that it saves time. You will have access to valuable data on existing and potential customers anytime you want, at one click distance. This can be translated into increased productivity which automatically brings increased sales.
What is more, when you invest your resources in the right direction, then business expansion doesn’t become too complicated. Ecommerce CRM helps you keep your promises towards your clients and strengthens your brand position on the market. Plus, when you know exactly what your customers are waiting for from your side, then it will be very easy to decide on which area you want to expand and which steps you need to follow to succeed.
Ultimately, ecommerce CRM can become an important tool for training your employees. When you know everything about your customers and understand how and why they make their decisions, it will become easier for you to train your employees on what their leads expect from them. This brings clarity to your business and makes your sales teams the best on the market.