CRM + eCommerce = Customer Centered Selling

Systems Integrators are continually involved with integrating backend systems to eCommerce sites. One of the biggest trends for 2014 is the integration of CRM with eCommerce, so I thought I would comment on some of the benefits.

First, let’s consider that without integration E-Commerce companies face some notable challenges

  1. IT systems cannot measure the known and the unknown
  2. Business Processes are not designed for customer satisfaction
  3. IT systems are outdated and not designed for customer satisfaction
  4. Employees involved in the process are not trained for satisfying customer requests
  5. No interaction between customer/marketing/sales/and supply channels

By using CRM software to collect and manage information about their customers from their websites and accounting systems, B2B and B2C marketers can maintain a single database that allows them to make rapid updates to their CRM, accounting systems and websites in one fell swoop. In this regard, everything from a customer’s address to the price of a product can be altered across systems instantaneously.

Sales Automation can provide you with invaluable insight into sales activities, pipeline/forecasts, and salesperson productivity. Yet by adding and relating specific products and invoices to a sale, a business is able to correlate “wins” with specific products and product lines in order to more readily understand customer buying trends, drivers, and preferences.

Support Automation will provide you with insight into customer problems and how they were resolved, and in what time period. By adding and relating specific products to customer issues, a business can begin to correlate trouble.

The goal of leveraging eCommerce activity data to further understand prospect interests and customer needs centers around the ability to integrate eCommerce with CRM and ERP applications. The results are the consolidation of data that relate to an account, salesperson, and product in order to develop trend and performance metrics.

Manage the Customer Experience

The primary purpose of using a CRM tool should be to learn more about the customer experience and use that information to improve it for all of their customers. In particular, integrating a CRM system with an e-commerce solution can provide detailed and actionable information about customer behavior on a site; this information is what allows for the personalization of the experience for each customer over time.

 The Customer is King

Personalize customers’ experiences based on where they came from, what they have been shopping for, past sales history, what’s in their cart, and so forth. There are a myriad of ways that an eCommerce platform can offer unique banner ads, related products in the sidebar, an inventory list of top products purchased over time for B2B.. As a result, there is higher conversion rate, fewer bounces, and in all cases, a more satisfied customer.

By using behavioral information from the website and CRM, a more targeted content and promotion offers a more personalized and positive experience.

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