In the technology age, customer relationship management is more important than ever. But it’s also more accessible than ever. Technology enables companies to be reached and to reach out to their customers on multiple platforms at virtually any time of day. In addition, e-commerce has become an integral part of maintaining a business; if you sell products or even certain services, you should be taking advantage of the opportunity of e-commerce. For more on that, read our article about e-commerce and getting through the COVID19 pandemic. So, how can you ensure that your CRM strategy is integrated with your e-commerce sales and vice versa?
Consumer Centric Thinking
We live in a consumer-centric society and consumers want to feel unique and special, so as business owners it’s our job to fulfill those needs. Failure to fulfill these specific needs can result in a failed business. One way to combat this challenge is to adopt an effective customer relationship management system that will help you provide better service, build brand loyalty, and encourage customers to spread the word about your business. Regardless of whether you’re selling a product or a service, a good CRM is essential.
Due to COVID19, e-commerce has taken the lead in how consumers want to do business. Customers love convenience and being able to purchase what they want from anywhere at any time is what they demand. But, just having a nice website and mobile app aren’t going to cut it when it comes to e-commerce. You have to integrate a good CRM system and start with a strong focus on your customer service.
The Importance of Excellent Customer Service
One of the biggest issues with many businesses is the way they overlook the importance of customer service. If it’s taking days for your customer service reps to get back to customers, then you need to assess your CRM system and its ability to alert your team members or you may need to add another member to your team. Rather than hiring a new employee, consider introducing a chatbot as a great way to serve customers faster and more conveniently than phone calls and emails. However, you have to be careful with chatbots because most consumers prefer speaking with a representative instead of a bot. If you do incorporate a bot on your website, make sure its tone is casual and friendly- check out Drift for some good tips on chatbots.
Making Your Customers Feel Special
Treating each customer with respect and showing them how much they are valued will generate more traffic for your business, since they will tell their friends about their experience. E-commerce can be impersonal with no face-to-face interaction, so making your customers feel special through every step of the buying process is important. A great example of a more personal e-commerce experience can be found at Sweetwater.com, where each customer is assigned a dedicated representative with their presence found on all product pages. Consider addressing members by name when sending out mass emails. An even more advanced thing you can do is, if you have access to their search data from your site or the products they have looked at, you can send them an email with recommended products or a discount for the particular item they spend the most time viewing. These are small adjustments that will really make your customers feel like you’re paying attention to them and is the fruit of a successful integration of CRM and e-commerce.
If your business is about to try its hand at e-commerce, keep these tips in mind! Jumping into e-commerce can be scary as it’s a lot of aspects to work out. Developing a strong, consistent CRM early on in your e-commerce endeavors can increase the success of your business greatly. Send an email or text message to all your loyal clients notifying them about the addition of e-commerce to your brand and offer them a nice discount off their first order or an online VIP event for them to get first access. This will show your clients that you value them and notifying them about the new venture may lead to them telling their friends too.
E-commerce and customer relationship management go hand-in-hand. E-commerce is significantly less effective without a good CRM. Implement an effective CRM early on in your e-commerce and never stop improving it. Listen to what your customers want and act on it!