Benefits of implementing CRM in e-commerce

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Implementing Customer Relationship Management in e-commerce can bring a number of benefits to your business. From this post, you will learn what your company can gain and in which areas it is worth using CRM.

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Sales management

The CRM system improves consistency among the company's various teams and speeds up the sales cycle. It also allows you to see what stage individual customers are at. Even more importantly, the use of a CRM system makes it easier to plan and execute systematic sales activities by reminding customers of scheduled activities and facilitating communication with customers: sending emails, making phone calls, scheduling meetings from a single application and recording the results of these activities.

  • The system can be used to set sales targets and track the degree to which they are being met (based on real data, not calculations). 
  • It can be used to visualize the progress of orders.
  • The system can be tailored to the sales area, and thus be used to generate reports.
  • With the data, you can, for example, determine which customer acquisition channels are effective and which are not.
  • It is possible to determine the promotion strategy, adjust the price list, study the competitive profile.
  • CRM allows you to maximize sales to a single customer. Helps carry out activities such as cross-selling (selling complementary products), up-selling (inducing the purchase of a more expensive, richer version of a product).
  • Allows you to analyze the logic between customers' purchases of successive items.

Protection from competition

  • CRM allows you to personalize your customer communications. Some systems allow integration with email marketing and marketing automation systems, or offer such functionality themselves. The use of these functions, combined with knowledge of customer behavior, allows you to effectively direct communication and ensure that it is tailored to, for example, a particular stage of the purchasing process. In addition, with the ability to automate the entire communication path, it is possible to maximize the opportunity for customer acquisition and retention.

Strategic marketing

  • With the data collected by CRM, it becomes possible to detect trends in customer behavior, measure the level of interest in products, etc. 
  • CRM allows narrowing down selected customer segments and directing separate sales communications to them. This is possible thanks to segmentation by multiple criteria of acquired data and serves effective sales. 
  • With detailed data on, for example, "abandoned shopping cart," there is no need to pre-qualify customers; instead, remarketing activities can be targeted right away.

Proactivity and retention

  • The CRM system acts as a hub for collaboration between sales and marketing departments. The information gathered allows early detection of challenges and threats, as well as opportunities to adjust the sales and marketing strategy. 
  • By being proactive in communicating with regular customers, it is possible to increase the chances of subsequent sales. Through monitoring by CRM, it is possible to improve the effectiveness of the communication context at each stage of the sale.

See also

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