Why improve your customer relationship in e-commerce and why rely on a CRM to do so? This is what we are going to explain to you in the article below to help your business go even further.
The importance of customer relations in e-commerce
Customer relationship management is a challenge for many companies, in e-commerce and elsewhere. It is a determining process to better retain your existing customers and acquire new ones. Today’s consumer expects a smooth, efficient and personalized customer experience. Without it your sales and market share will struggle to grow.
The customer relationship is a determining factor in the success of a company. The proof in a few figures:
- The quality of customer service is the factor that gives consumers the most confidence in a company (Dimensional Research).
- And attracting a new customer costs 6 to 7 times more than retaining one (Kolsky).
This is all the more crucial as the world of e-commerce is currently experiencing a major boom. Online sales, which accounted for only 17.8% of sales in 2020, should reach 24.5% of sales in 2025. This growth has been greatly reinforced by the Covid-19 epidemic and the various confinements.
How does CRM improve customer relations in e-commerce?
CRM or Customer Relationship Management (CRM) is a set of tools that allows effective management of a company’s relationships with its prospects and customers. It has become an essential tool for e-commerce companies. Indeed, it facilitates the management of mountains of customer information and greatly improves the customer relationship.
Let’s get to the facts. What is the concrete impact of CRM on the customer relationship in e-commerce ?
1. It develops customer knowledge
A CRM greatly facilitates the collection and analysis of various data relating to your customers and prospects. Your various employees involved in customer relations can thus have real-time access to complete and synchronized information.
- Follow-up of customer interactions: The centralized management of the different channels used for communication (email, social networks, etc.) is possible with a CRM. The latter is presented as a complete tool for customer management.
- Analysis of the customer journey: The CRM makes it possible to better understand the habits of customers as well as their various interactions with the company. Their entire journey is therefore traceable and analyzable to identify its blocking points.
All of this information about customer characteristics and behavior will help you better understand your customer base. Thus, you will be able to develop more attractive offers for your target customers.
2. It facilitates the personalization of the customer relationship
33% of consumers say they have ended their relationship with a company because it was not personalized enough (Accenture). The impressive amount of data collected by CRM on customers makes it possible to offer them various tailor-made offers. This information can have a beneficial impact on the activity of marketing, sales and customer service teams. Indeed, each of them will have a view on the past interactions of each prospect/customer with the company and on its known characteristics.
No more lost information and wasted time looking for crucial information. All three teams share and update their information in one place. Customers today expect a company to have a real follow-up of their last interactions and to offer them appropriate offers. Personalization plays a key role in the e-commerce customer relationship today .
3. It boosts customer satisfaction
Thanks to CRM, it is very easy to measure the satisfaction of your customers. This notably involves setting up indicators and satisfaction surveys. You will be able to identify the major sources of customer dissatisfaction and put in place a strategy to tackle them. As we said earlier, retaining a customer costs 6 to 7 times less than acquiring a new one.
- To attract a new customer, you have to deploy marketing campaigns and commercial offers for a certain period of time.
- Your customers already know you and are therefore much more receptive.
This is all the more true online, where the competition between brands is particularly tough.
Our CRM recommendation
It is for all these reasons that we advise you to rely on a CRM solution if you want to improve your customer relationship in e-commerce . Now, which solution to choose? Our CRM experts particularly recommend the following CRM software.
Also read Microsoft Dynamics 365 Business Central: All you need to know about
For SMEs: Microsoft Dynamics 365
Microsoft Dynamics 365 CRM , Microsoft’s cloud CRM , is known for its power and efficiency. The great strength of this SME CRM is its integration into the Microsoft ecosystem. Seamlessly integrated with Microsoft Teams, Outlook or OneDrive, it simplifies switching from one to the other and boosts the productivity of your teams.
To improve your customer relationship, it gives you the possibility of setting up indicators such as the CSAT (Customer Satisfaction Score) or the CES (Customer Effort Score) which allow you to evaluate the satisfaction of your customers. In addition, it allows you to control and optimize your customer journey. By effectively centralizing your prospect and customer information, you can also go even further in personalization and significantly improve your customer experience.
Ultimately, there is no doubt that the customer relationship is a key factor in the success of an e-commerce business. Need more advice to improve your customer relationship in e-commerce ? Do not hesitate to contact us to discuss your needs with our CRM experts. With our 20 years of experience in CRM, they will be able to advise you.
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