Ecommerce CRM; Definition, Why You Need One, And Tips On Choosing
Good CRM supports a business’s ability to grow and take care of customer relationships, which offers an amalgamated move towards getting together customer information while shaking up processes.
A CRM system gives everyone a better way to manage external interactions and relationships that drive the business's success. The CRM system allows you to store customer contact information, identify sales opportunities, record service issues, manage marketing campaigns, and make contact information about customers available in one position, making it easy to monitor transactions, productivity, and business growth. CRM is not discriminative in driving growth for all business sizes.
What is eCommerce CRM?
E-commerce CRM (e-CRM) is a customer relationship management(CRM) system designed specifically to help eCommerce businesses manage customer contact information, purchasing behavior, and other analytics data.
E-commerce CRM primarily focuses on sales and digital customer experiences. Like traditional CRM, e-CRM can analyze customer information and sales patterns and record and store data.
Most e-CRM software also has the ability to analyze your site’s metrics, for example:
Customer click-through rate;
E-mail subscription opt-ins;
Which products customers are interested in.
The importance of CRM for e-commerce sites
Some case studies have shown that SMEs that use CRM have seen an increment in their sales by 29%(convergeHub). Small businesses should grow to start investing in areas that give back quick and significant returns. Using CRM brings back your investment return so fast that this is a good deal for any small business owner.
1. Better Communication
Lest we forget, e-CRM is best equipped to address digital customer experiences. Here, communication is a key issue. While collecting and managing the right data is an important aspect of CRM, possessing the ability to problem solve and collaborate through an eCommerce CRM is equally impactful to your productivity. Easily share ideas, solutions, or even crowdsource input for a particular organizational project.
Completely integrated customer intelligence provides your team with the ability to share historical, real-time, and projected information. View similar customers and compare any issues or customizations that they needed to help provide a better experience for other customers. Make better, faster decisions.
2. Customer Retention
Because companies want to keep sales going and increase productivity, customer retention is one of the essential aspects. An easily accessible view of a customer’s daily interactions through eCommerce CRM makes it easier to anticipate issues and deal with complaints. Knowing customers’ problems and finding solutions is one of the most significant assets in customer retention.
3. Customer behavior
The time for traditional methods of banking and investing is long past. Customers expect rapid service delivery from their service providers via numerous communication channels and want their preferences to be known and remembered. In addition, they demand to be presented with content, offers, and services consistent with their specific tastes and requirements. An eCommerce CRM system takes charge of delivering just the kind of content that individual customers like.
4. Boosts Sales
Through eCommerce CRM, salespeople can quickly determine their progress through individual teams by approaching clients one-on-one and getting feedback about the products and services they offer and how best they can improve these services. They can also understand their performance more by measuring it during campaigns and finding more information about what can be done. This helps the entire company, which helps to achieve the estimated goal or target.
5. Increases productivity
A good CRM can increase your profitability by streamlining administrative processes in your sales, marketing, and service divisions and letting you focus on building and maintaining the customer relationships that matter. Without the support of an integrated CRM solution, you may miss growth opportunities and lose revenue because you’re not optimizing your operating processes or making the most of your customer relationships or sales leads.
Tips for choosing an e-commerce CRM solution
1. Make a plan
What do you need? You ought to understand your business needs to choose the right CRM tool that fits your eCommerce profile and portfolio.
2. Tools and the features you want to include in your CRM
Point out the features you need to have in your e-CRM, depending on your business needs and the goals you want to achieve with your e-CRM. However, the standard features across all CRM tools include; marketing automation, lead tracking and management (suitable for sales and marketing teams), contact management, task management, project management, third-party integration, customer data management, sales management, and workflow automation, and many others.
Check your features for customer-centricity, cost, and ease of integration with other tools.
3. Ease of mobility
In the current era of technological advancement, everyone has embraced working from home and remotely. Therefore, to keep relationships with customers consistent, teams have to be given access to client information so that they can observe sales pipelines and perform day-to-day roles remotely. This change in work mode has called for the adoption of CRM tools that support mobility.
4. The pricing
Price charges are significant for you to know to evaluate whether they can fit into your budget or not. There are free and paid-for CRM software packages, so you can choose the one you want depending on your budget command. Different CRM software charges differently, so you have to be conscious. Some tools give free trial versions though these expire, and you have to go in for the paid version if you are to enjoy using the platform.
Related: The Benefits Of CRM For Fintech
5. Test drive the CRM
This is very critical for your business before choosing the right CRM. If need be, and you don’t understand some aspects, ask for a demonstration session from the expert to show you how the system operates and fix anything you think could be missing.
This would also help you inquire about how the CRM system can be maintained like you could decide to do a free trial version to test the performance of the software regarding user experience and functionality. This allows you to understand the ease or simplicity of usage regarding tax executions and accomplishments. Therefore, it is advisable that before you go to buy CRM software, request a free version first, use, test, and prove its usability experience.
6. System integration
This is a vital aspect to consider when choosing the right CRM system. If you are buying a CRM system to help you run your eCommerce, you may need to integrate the software with other third-party applications for maximum gain. The right CRM should support services like office 365, Google Workspace integration, ERP, and many other software tools.
7. CRM deployment
You are going to choose between cloud-based or on-premise CRM. However, both solutions have positive and negative effects. With a SaaS, you must log in to the cloud-based CRM of your internet browser. The downside is that internet support is vital but may not be entirely reliable. On the other hand, the on-premise software is physically suited, meaning integration with other software tools might become easy due to straight access; however, mobility is limited.
Data security is a non-negotiable aspect of your preferred choice of CRM. Your customer data is your gold mine. Ecommerce is highly involved with customers' financial data and online behavior. This data is so sensitive and the last thing you want is for this data to be under threat.