The CRM, acronym for Customer Relationship Management, is a tool that can help your business grow in an increasingly competitive market. For a modern company, the role of the customer has become increasingly central and establishing a relationship of trust with them is of fundamental importance.
E-commerce owners must therefore implement the right strategies to manage this asset and this is where the CRM.
What is a CRM?
With the term CRM a series of marketing strategies and actions to be carried out are indicated, with the ultimate goal of improve the relationship with the customer. To do this, we use a software specifically designed to collect all customer and business data.
One software CRM integrated with your own e-commerce it allows, for example, to record the activities that users perform on the site: from accessing the pages visited, from the products added to the cart to those purchased, from the offers followed up to the subscription to the newsletter.
Thanks to this monitoring of the activities of visitors to the site, it is possible to keep track of user behavior and site performance, of the best-selling products and of those that do not generate interest. The benefits of using a CRM they appear immediately evident.
Let's see them.
What advantages does it bring?
The first thing to understand when talking about CRM, is that this very useful tool must be accompanied by a marketing strategy. The CRM allows you to collect data on the behavior, tastes and habits of its customers. For it to be truly useful and help increase earnings, however, you need to use this data to improve your business.
Use a monitoring tool such as the CRM it is useful, in fact, to improve those aspects of one's own e-commerce that do not perform optimally. For example, you can replace the products that are purchased less, modify the pages to improve the user experience or implement campaigns aimed at a specific customer target.
However, perhaps the most important aspect concerns the loyalty of the customer. The CRM allows you to get to know your most loyal customers better, in order to improve dialogue with them, but also potential future customers.
Knowing your most loyal customers is important because it allows you to create ad hoc promotions, solve their problems more efficiently and, more generally, make them feel important.
Keeping track of new users who visit the site allows you to identify which of them can be loyal and study ad hoc strategies to bring them closer to your own e-commerce.
Types of CRM
There are four types of CRM: analytical, operational, strategic and collaborative.
It focuses on the analysis of the collected data and their processing. Based on this information, it is possible to monitor the e-commerce trend, identify critical issues, devise solutions and plan future strategies.
More focused on the customer and his needs. The stored data are used to propose new offers to its customers. It allows you to maintain excellent relationships with loyal customers, anticipating their needs with personalized promotions.
It's about detailed data analysis to improve business processes. This allows you to segment customers, set up advertising campaigns, analyze purchasing and market trends in general and manage the after-sales and technical support process.
Ease interaction, both within the company (in the event that there is a team of several people) and with the customer. The CRM allows to offer customers a great variety of communication channels, more or less direct. Examples include email, phone, messaging, and social channels. It also facilitates the sharing of customer specifications among colleagues, speeding up internal company processes.
For those who have a minimum of knowledge about the privacy legislation, they can protest that the acquisition of user data goes against the rules imposed by the GDPR.
Obviously also the use of a CMR is regulated by law and, in particular, the standard currently in force is the directive 2002/58 / EC of 12 July 2002 of the European Parliament, in combination with the Regulation (EU) 2016/679 of the European Commission, or the GDPR.
For more information in this regard, please refer todedicated article.