These are exciting times for the eCommerce channel; There’s no doubt. Every time the penetration% of people connected to the internet increases, the channels in which we can offer our products are numerous and the confidence regarding online purchases is increasing in recent years.
The negative part of the whole equation is that a sector as juicy as eCommerce also has an indecent amount of competition. And at this point, we can only ask ourselves, what can we do to make a difference and get loyal customers who will stay with us in the long term?
Well, let us warn you that although price is a very relevant factor in user loyalty, customer service is, if possible, much more decisive when it comes to retaining these buyers. And in this arduous task , the characteristics of a CRM can be of great help .
What is a CRM and why is it so important in eCommerce?
A CRM is a software that is dedicated to analyzing and managing all your customer data so that you, as the business owner, can offer a much more personalized shopping experience.
The acronym CRM stands for Customer Relationship Manager in English , which in Spanish means, Customer Relationship Manager . In other words, what this tool will achieve is that you can manage the Customer Journey of your customers in the most efficient and intelligent way possible .
The ultimate objective of the integration of this type of software is to increase customer satisfaction and get these users to buy again in our eCommerce. Something really important for the prosperity of our business if we consider that retaining a customer is much more profitable than getting a new one .
In fact, according to data from a study carried out by SalesForce , using a CRM can increase the retention rate by up to 30% , which will have a great impact on the ROI of our business.
The most useful features of a CRM:
But, speaking in a really practical way, what characteristics should our CRM have to manage our eCommerce business? Well, the truth is that the possibilities are almost endless, although we bring you the five most important:
1. Unify all the communication channels of your business:
This is something we’ve been talking about for a long time; It is no longer enough to have a simple website to sell our products, in the information age, you have to be present everywhere : WhatsApp, Instagram, Facebook, and even TikTok, in addition to the traditional email and SMS
It is likely that if you use the social networks of your business on a regular basis, you have noticed that your buyers or potential clients try to contact you through social platforms , beyond traditional methods such as email.
A good CRM that is adapted to current times should include among its functionalities the possibility of integrating all these communication channels in one place, being able to migrate any message or communication that we obtain to the same ecosystem.
2. Create customer profiles:
Among the main characteristics to look for in a CRM is capable of collecting a large amount of interesting data from the purchases made by your customers.
For example, demographics, favorite categories, type of preferred product (more premium or cheaper), if they are a repeat customer, how often they buy, if they open promotional emails, how often they enter your store to see if there are news, etc.
In this way, you can create a complete profile of their interests, as well as their behavior when making purchases in your online store.
This data will also help you create profiles of the Buyer Persona who usually buy products in your store, something very useful if you want to adapt and customize your strategy to the habits of your buyers.
3. Personalized e-Mail Marketing campaigns:
As you may already know, at FreshCommerce we are lovers of Automation Marketing . This type of marketing helps you to fully personalize communications with your customers, with a minimum investment of time, since the entire process is automated.
Thanks to the help of the CRM features , you will be able to analyze all the data you get from the buyers who come to your store, and fully customize the emails they receive.
For example, you can put the name of the buyer, make personalized recommendations taking into account their interests, as well as offer promotions specially selected for them.
In this way, you will get your buyers to be more interested in the emails you send them, since they know that they will find relevant information for them. A win-win manual!
4. Case management in Customer Service:
Customer Service is undoubtedly one of the most delicate and important parts when it comes to electronic commerce. Users need to be able to trust that our business will respond in case there is a problem during the purchase process. And for this, having a good manager to deal with these incidents is essential.
Most CRMs have tools to manage service tickets that are received through ZenDesk. In this way, you will be able to have integrated in one place, not only all the user’s data as a customer, but also all the communications they have had with your business and incidents that may have been notified in the past.
5. Analysis of your eCommerce data:
Last but not least, betting on the integration of a CRM tool will help us to have a 360-degree vision of our business . This will allow us to make more accurate strategic decisions in line with what is happening in our company.
As you may have already noticed, these types of managers are focused on customer satisfaction. Something that will undoubtedly allow us to increase the satisfaction and loyalty of our buyers and, in the long run, will increase our profitability. Something that is undoubtedly the holy grail of any eCommerce business worth its salt.