CRM in eCommerce: What Are the Benefits, and How to Use Them?

By James Tredwell on July 18, 2019

When it comes to longstanding trends in B2C sector, we can’t skip talking about CRM software. Customer data management is a vital part of any eCommerce platform. And it’s exactly what CRM systems are used for — data entry, tracking, and retrieval. So we’ve decided to briefly overview CRM software and find out why it’s that important.Let’s start with the positive side, namely, the benefits. Here’s what a CRM software can offer:

Boost in sales. Sales and CS departments get access to data like customer order and payment history, product inventory, etc. This leads to a more personalized approach to customers during and after the sale.

Better demand & supply planning. eCommerce CRM system has a demand-driven planning feature thus the company can easily predict the demand on its products.

Targeted advertising. As all the data is kept at hand, companies can easily launch targeted advertising campaigns, attracting more customers.

No information loss. With information being synchronized automatically, there’s no need for manual data entry which often leads to errors and unsatisfied customers.

RMA Management. Return Merchandise Authorizations is among CRM advantages too. So CS representative having access to all the details can find the best approach to customers’ issues.
As CRM system is quite a popular solution in eCommerce, it’s not limited to one solution or even one type.

Cloud CRM

The main point is that all information is stored in the cloud. Works perfectly for small and medium-size companies, and requires no extra money for additional equipment or personnel.

Standalone CRM

You need to have your own server for this type. Still, unlike cloud solutions, this system can be fully adapted to your business needs.

Custom-built CRM

This solutions is built exactly to meet all your business needs and customers’ requirements.

Remember that better planning leads to a better product. And if you’ve selected to build a custom CRM, organizing the right approach is everything.

Here’s what steps to follow:

1. List your goals

First, specify the requirements of your business, list your goals and needs. Write down what problems you’re going to solve with CRM, and then move to creating a scheme of your plans and purposes.

2. Consider the features

Compose the list of the features your CRM needs and you consider important. No worries — you can always check what basic features are there and what eCommerce CRM cannot run without.

3.Brainstorming is important

Hold a meeting with your staff members or partners to discuss the list of must-have features. By listening to their opinions, you will be able to single out the right options for your software.

4. Find a reliable vendor

Finally, start looking for software developers. There are lots of IT firms to choose from, so here are our main tips: outsource the development, always check their portfolio, rates, and reviews.

5. Don’t overestimate CRM purposes

Remember that CRM is not a magic wand. The system helps to optimize sales processes and improve customer relationship. CRM won’t solve all your business problems, it can only help to do that.
And it’s about time to cover basic features of eCommerce CRM. Here they are:

  • Market analytics lets users track all marketing trends leading to tangible growth in sales.
  • By designing marketing campaigns, you can promote your product faster pursuing a strategy.
  • It’s important to track customer transactions and other activity to stay updated and keep your employees informed.
  • Custom CRM allows users to redirect customers’ request and questions to the right department or employee.
  • You can analyze customer history seeing what they’ve bought or viewed recently, and adjust your recommendations.
  • Sending emails with offers and recommendations to customers can be done in just a few clicks.

The benefits of CRM to business are obvious and its importance in eCommerce is pretty high. The main trick is to understand your business needs and customers requirements — and your software will surely go beyond the expectations.

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