Monday, July 30, 2012

Combining CRM and Ecommerce

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CRM software has become a very valuable asset to a number of businesses worldwide. Many large businesses and corporations use software like this, in order to keep track of their customers and their overall satisfaction and purchase patterns. It is also useful for managing marketing campaigns, whether they are large or small.

When it comes to ecommerce businesses, CRM software can do even more; especially since customers are already in a position to provide you with their information. Ecommerce businesses rely heavily on their customers’ and visitors’ footprints in order to make their next big move towards growth and revenue generation. This is the main purpose of CRM tools, and they can do great things for an ecommerce business.

CRM & Ecommerce


One of the best benefits of customer relationship management software is the ability to retrieve and store customer or visitor information. This information could be put to use in many different ways; from follow up contact from your business, to future promotional advertising or marketing. It is primarily used by the software to compare each visitor or customer to the next, in order to compile a large amount of data into easily digestible statistics. When you use the software to compare this data, you can see exactly what your customers are doing.

This information can help you to identify your main customer base, based on factors such as age, location, interests, purchases, income, and much more. Once you have identified your customer base, you will be able to fine tune your advertising to this particular community.

When your customers purchase from your ecommerce site or inquire about products and services, you can in turn ask them to complete short surveys or forms. You can gather information from them such as “where did you hear about us?” or “what would you like to see in our store?” These questions can help you to determine where your customers are coming from, and what they need. By utilizing this data, you can target your advertising efforts towards the audiences and websites that have provided you the most success. This helps you to get the most out of every dollar that you spend on marketing; while also taking the guess work out of creating future campaigns. The contact information can also be used for future direct advertising (by email, postage, or telephone), since direct advertising with past customers tends to particularly effective.

If your business is in a position to strengthen its customer service efforts, this software can yet again come in handy. You are able to retain customer feedback, and make improvements accordingly. You can also keep customer information neatly organized; making it easy to contact a customer should they have ongoing issues. This ongoing contact is very beneficial for your business, as it can increase customer loyalty, retention, and trust. Customers prefer to patronize a business that is keen on customer support and satisfaction, so it is important to ensure that your business ranks high among current and past customers for successful growth.

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