E-commerce has completely changed the paradigm of how people shop in today’s world. People are connected all the time and technologies are also shaping the way people communicate, especially when it comes to e-commerce. People themselves become brand ambassadors who provide timely and personalized communications over any digital channel.
The customer journey begins even before they visit an e-commerce website. They can express their interest in your product by commenting on one of the social forums or by sending a request directly. The conversion of these prospects is considered an essential element of any online site and this is where a customer relationship management or CRM will be of great help.
- What is a CRM?
Customer relationship management (CRM) is an approach to manage and analyze customer interactions and data throughout the customer’s life cycle. It generally refers to the practices, strategies and technologies that companies use to improve the overall customer experience.
According to SalesForce, CRM or Customer Relationship Management is a strategy for managing the relationships and interactions of an organization with customers and potential customers. A CRM system helps companies stay connected to their customers, streamline processes and improve profitability.
In today’s world, CRM solutions have cemented their need as a useful after-sales tool for businesses to connect with their customers, determine customer preferences and understand their expectations.
- CRM in e-commerce
The best way for a business to build strong relationships with its customers is to build customer loyalty. A CRM for e-commerce will allow you to get to know your customers, better understand the decisions they make, adapt to their preferences and link all of your marketing in a transparent manner.
The CRM system can also provide staff in contact with the customer with detailed information about the customer’s personal information, purchase history, purchase preferences and concerns.
A CRM platform can benefit your e-commerce website in the following ways:
- Understanding the customer better
- Attract new customers
- Retain current customers
- Reduce customer management costs
- Customization possibilities
- Tracking customer behavior and preferences
- Customer segmentation
- Up-to-date customer information
- Strong customer support
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