Most online
businesses are focused around selling a product rather than providing a
service. Because customers are remotely ordering and receiving items, the
transaction can start to feel impersonal.
Customers are
increasingly demanding a more personal online shopping experience. This can be
achieved by using applying good customer relationship management (CRM). Read on
to learn how CRM will help your overall sales and customer retention.
What’s So Important About CRM?
As previously
mentioned, your customers likely want a customized experience. It makes their
time on your website easier to navigate and more catered to their personal
preferences.
Plus, in general, it is more practical to focus on retaining customers rather than bringing in new ones. Of course, there’s nothing wrong with attracting new people to your company. But in most cases, the majority of a business’ sales comes from a relatively small percentage of its customer base.
There are many tactics for retaining customers, and one of the most effective is good CRM. This allows your customers to feel comfortable with your online store, continually shop there, and even recommend it to others.
What CRM Actually Is
So what does CRM
actually do? To establish a good customer-business relationship, CRM aims to
address factors such as:
- Marketing. In the industry, there are conflicting ideas about
how to effectively create marketing campaigns for online businesses. Some say
that they should be hyper-targeted for each audience, but this can be difficult
and time-consuming for marketing teams.
With a CRM system, you can automate campaigns to create personalized content for each customer. Advertisements can show customers items and discounts related to purchases they’ve made in the past. This will encourage them to make further purchases and rely on the company for a seamless shopping experience.
- Sales. CRM systems integrate data such as purchasing preferences, order history, and customer details. Sales teams then use the information to engage all areas of your business, including brick-and-mortar offices.
- Customer service. This is where the interaction between an online business and its customers can be especially memorable. Shoppers want any problems they have fixed as quickly and efficiently as possible. A CRM system can improve customer service by supplying representatives with information that will allow them to easily resolve issues.
Integrate with Other Platforms
When you employ CRM software, you can link it to other systems such as enterprise resource planning (ERP) and programs with e-Commerce integration. Relevant information will be exchanged between the systems so that they can operate as efficiently as possible. This will allow your business to be even more successful with retaining customers and facilitating sales growth. Intuitive data integration between all the systems used, increases transparency and takes a business to the next level in a way that no CRM alone could.
Choosing the Right CRM Software
With so many
options to choose from, selecting the right CRM software for your business can
be tricky. One of the most important factors to consider is how customizable
the software is. For instance, if your online store has very specific marketing
needs, you’ll want an application you can easily configure.
If you are new
to CRM, it might also be worth considering if user training is included.
Through professional instruction, your team can learn how to get the most out
of the software.
Once you start using
your CRM software, ensure that you are aware of its security features. The
system holds sensitive data about your company, and it’s important to take the
necessary safety measures. Designate who on your team has access and clearly
define specific permissions.
By using CRM
software in your online store, you will be able to establish a good
relationship with your customers. Happy customers means you will be able to
generate more sales and build your company’s reputation.
