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A CRM system helps to organize all the processes of the sales cycle that affect the customer journey, naturally making them more efficient. This is the main advantage, but let’s now analyze also other advantages that its correct management can bring to your online business.
The achievement of a good customer experience depends directly on a vision oriented to the definition and measurement of objectives and on an organization focused on the control of business and customer service processes. Since your ecommerce strategy will inevitably focus on managing relationships with your customers, a CRM system is essential. It saves time, reduces costs and increases revenue .
For these reasons, many companies with an online presence implement an ecommerce CRM and the numbers prove it. According to a ReadyCloud study , the CRM industry is already worth $ 36 billion and grows by 27% per year. It is no wonder considering that, according to the same study, the ROI that derives from the adoption of this system is 245%.
Furthermore, this trend does not for the moment seem to predict a slowdown. For Seeking Alpha , the Customer Relationship Management market will reach $ 82 billion in 2025 and maintain an annual increase of 12%. The CRM industry is therefore in the midst of an unstoppable development that, without a doubt, will bring important benefits to your ecommerce business.
8 advantages of implementing a CRM system for electronic commerce
1. A CRM system gives you an overview of your business
The integration of CRM into the business reality requires above all a corporate vision. To do this you need to set global goals and then put in place strategies that help you achieve them and monitor their evolution. This last point will also allow us to determine a possible optimization of the strategy in the event that the results are not the expected ones.
The company must know itself and its needs, in order to bring out the strengths and weaknesses in the approach to ecommerce . In this first phase, we must define some primary objectives that will help us improve the customer journe y of our personal buyer and decrease the abandonment rate.
2. A CRM system allows us to measure results
Another advantage deriving from the implementation of a CRM is the possibility to analyze and study the results through different indicators . It is, among other things, to check the conversion rate, to know the level of customer loyalty and to be able to observe the processes in real time.
These indicators are crucial in the monitoring and control phase, as they allow us to verify whether our objectives have been achieved or not. Based on them, therefore, we will be able to make decisions.
3. A CRM system requires a project manager
Assigning a qualified leader to lead your CRM is another of the most important competitive advantages for your ecommerce . The results obtained will depend on the involvement of the leader and his team.
The commitment of the first to correctly manage your CRM and the training of all the people involved in the management of the same, will help your ecommerce to carry out an adequate follow-up of the customer journey and to guide the team within the system.
4. A CRM system puts tools at your fingertips
Using the right tools to adopt a CRM system in your ecommerce guarantees an efficient implementation process . To obtain satisfactory results it will therefore be necessary to invest in a technological infrastructure or acquire advanced CRM software solutions.
5. A CRM system accepts tests
The possibility of carrying out pilot implementation tests (Sandbox instances) allows you to check how your CRM works, what tasks it performs or what are the necessary adjustments to avoid problems in the future.
6. A CRM system provides real customer information
This advantage is critical to a successful implementation. When the final results of the pilot test are available, the same method will be followed with the real customer information. For what? To create a solid database in your ecommerce . This database will be the ‘black box’ where all customer information will be stored to start interacting with them.
7. A CRM system studies customers
This advantage allows your ecommerce to make the most of CRM components to define the customer-company relationship . To achieve this, starting from an initial stage it is necessary to inject new customer-oriented values into the corporate culture. We refer to concepts such as putting your customers at the center, thinking like them, and feeling like them
When we talk about the components of CRM, we refer to four key factors:
- Identification of customers through systems that facilitate the improvement of your value proposition. Some tools that can help you in this process are: call center, help desk or communication script , among others.
- Segmentation within the database . This factor will help us distinguish each customer to generate a profile that will allow us to calculate its value for your ecommerce . To do this, you will need to use the appropriate metrics.
- Interaction between customer and company . Once you have identified your best customers, you need to put possible ways on the table to relate to them.
- Customization of services in your CRM. For each customer you will have to customize each service. You can take advantage of all the information collected over time through your supply chain system.
- A CRM system checks the results
This advantage allows you to obtain absolute control of your system through the indicators explained in the second point. With what goal? Building an ecommerce focused on your customers and their relationship, as well as making decisions that bring us closer to them and help us anticipate their needs.
These are some of the competitive advantages of adopting a CRM system for your ecommerce. We must not forget that it is the task of the whole company to actively participate in the implementation process of this type of system to ensure its success. At WAM, we faithfully support the belief of Brian Solis, director of the Altimeter Group, who says that “companies are disadvantaged if they implement technology without thinking about customer interactions with that technology and with the company.”
Vision, culture and commitment are the three ingredients, ultimately, that you will need in your ecommerce if you bet on the implementation of a CRM.
