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Things That You Must Look for in E-commerce CRM

By | Emma James – freelance content writer at SutiCRM

While looking around, you will notice that almost everyone is selling raw materials to a small and medium-sized e-commerce website. Such a change reflects two things: firstly, the market comprises of multiple players offering more specific and more or less similar products or services to the customers. Secondly, the consumer’s choice market has extended exponentially. So, in both these cases, there is an urgent need for online businesses to stand out in the market to generate more revenues and drive more brand recall.

A good range of products and services, marketing campaigns, engaging website, and a hard-working team at the backend can make your brand stand out among others. One of the significant aspects that can count is client experience-people who know what they want and where to look for it.

According to a report by Demand Gen Survey, in 2017, 89% of B2B clients used the internet for conducting 12 searches before engaging on a brand website.

So, what is the meaning of customer experience in e-commerce?

  • Track and manage customer data efficiently
  • Convert website traffic
  • Personalize marketing
  • Deliver above par client support

Online businesses can fulfill this with intuitive and affordable customer relationship management software. An easy to use CRM solution will not take much of your valuable time to understand and use. Moreover, you don’t need to invest in every feature a CRM offers. You can initially start small and later expand your feature list when the business grows.

Here, we present the ways on how to select the best e-commerce CRM system for your online business.

  1. Track and Manage Customer Data Efficiently

If you are running an online suite rental website, you must target men aged between 27 to 45 who are likely to rent them for their wedding day or a formal meeting. So, how will you understand whether your website visitors are going to purchase it or not?

You must look for e-commerce CRM software that allows you to create registration forms on your website, where you can gather vital information on your potential purchasers like name, contact number, email address, and more. A few modern e-commerce CRM systems can enrich potential buyers profile by capturing their social media profiles and other publicly available information. It helps to track website visitor’s activity, like the products they searched for or the product they viewed, and more. 

This can fetch you an idea and more profound insight on who are your visitors, whether they are related to your business, and what are they looking for in your website.

  1. Convert Website Traffic

According to research conducted by Big Commerce, the average conversion rate for e-commerce stands around 2%, which means there are a lot of things for an online business to enhance their revenues and sales. But the question lies how to convert effectively? So, you need to classify purchasers based on different parameters like age group, zip code, and more. Based on the several buckets, your potential buyers fall into- you can create customized engagements with them for improving their likelihood of a purchase from your site. This will take you to the following criteria.

  1. Personalize Marketing

So, what do you do by gathering information about your buyers? You need to search for a customer relationship management system that enables you to send targeted emails to your customers and persuade them into buying a product from your website. For instance, if a purchaser has added some items in their cart, you can send them a reminder stating the stocks may run out soon. Or if you have special discounts on things for a particular region, you can identify potential purchasers in that region who will fit the profile and send them an email. This will increase conversion rates, build loyalty, and make sure that your potential buyers purchase more from your website in the long-run.

You do not have to put your effort and time into sending targeted emails to every set of purchasers. For instance, at the time of introducing discounts during a particular season, say Christmas, create an email campaign to be sent to the purchasers and automate the task, so it gets sent out on a specific time. Or if you find your buyers have added some products in the cart for more than a week, you can create automated messages to be sent to them, reminding them to complete their purchase.

In a study, Criteo found out that almost 91% of online purchasers want to receive promotional emails from e-commerce websites. According to research by Accenture, purchasers are more likely to buy products from a retailer that understands them by name, recommends options based on their past purchases, and knows their complete purchase history.

So, if you want to move one step further and examine how the business is performing, you need to search for an e-commerce CRM system that will provide you performance insights. You will get to know how a particular marketing campaign performs, how does your sales revenue looks like, from which regions are you getting more number of website visitors, and more. Hence, this will help you to rethink sales strategy and enhance business performance.

  1. Deliver Above Par Client Support

When a customer goes through your website, they have a certain expectation. Repeat purchases and customer loyalty comes with timely support, whether it be to track shipping details, to resolve queries on products, or manage returns. If you fail to deliver proper support, you will lose out lots of customers. So, how can a CRM solution resolve this problem? You need to look for CRM software that comes with support integrations so you can work seamlessly across other departments and remain on the same page concerning client data, customer purchase history, their complaints or queries, and more. It will make sure that you extract data about a client in a minute and provide quick turnarounds on resolving problems.

Leveraging good customer relationship management system will help you to deliver better customer experience, save your time, and bring more money into the business. 


Author Bio:

Emma James is a freelance content writer at SutiCRM, who frequently blogs on Business, Marketing, Sales, ERP and SaaS trends.

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Ramesh Ranjan

A Business Consultant, Executive Coach, Visiting Professor, Content Manager & Editor. Ex IIM NASSCOM LRC, ex VP NHRD Bangalore Chapter, ex VP-HR@Schneider Electric, Head HR@ APC, Caltex,Co Systems, Natural Remedies. https://www.linkedin.com/in/rameshranjan/

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