5 Usage Of CRM To Boost eCommerce Sales
The eCommerce business is booming even after ten years since it started.
With a pandemic that shifted how we behave, more and more people are getting accustomed to shopping online. In 2020, in the US alone, eCommerce sales increased by 44%. The predictions show the online sales will continue to grow.
But what makes eCommerce so successful? Two factors stand out: knowing the customers inside out and continuous nurture of relationship with them. The better you know your customers, the more you can sell to them. That’s why successful e-stores implement CRM in their strategy.
CRM saves time and money while keeping the customers happy and returning for more. With a CRM, you can analyze the data of past, current, and future customers on various levels. Data shows CRM can increase sales by 29%, forecast accuracy by 42% while boosting productivity by 34%.
But how can you use CRM to boost your eCommerce business? Here, you will find six CRM tips to help your eCommerce business grow.
1. Use CRM to personalize user experience
Today it doesn’t matter how many ads you have or coupons you give, if the customer doesn’t enjoy the experience, he is not coming back. In a PwC report on customer experience, 73% of customers noted the experience as a crucial factor in their buying decision.
In an eCommerce business, customer experience is essential as customers don’t have the chance to meet and interact with you.
CRM is the way to bridge the interaction.
CRM collects various data from your customers, such as their likes, shopping carts, demographics, and customer reviews. As you collect data in CRM, you understand their interests, behaviors, and what bothers or frustrates them in your business.
With the evidence from these data, you can craft strategies to help your customers find and buy the things they need from your business.
2. Use CRM data to craft your content
As you collect more and more data in CRM, you create a database of information on customers’ pain points, needs, desires, and behaviors. Equipped with such knowledge, you can craft content that speaks to your audience.
For example, you can:
- Publish how-to blogs that discuss specific customer needs.
- Publish a demo video showcasing your product’s features
- Create a FAQ directory to help customers find answers to common questions
- Create a series of social media posts addressing the pain points of customers
- Find and collaborate with influencers in your niche
Besides crafting content, CRM helps you identify the preferred tone and platform for your audience. You can easily target a gen Z in Instagram while keeping an informal tone and using emoji. On the contrary, that approach would not bring results if you target a business executive.
3. Use CRM to provide exceptional customer service
How you respond to customer complaints defines the future of your business. A Harvard Business Review study found out that responding to a customer support ticket in less than 5 minutes leads to the customer buying more. In addition to that, a happy customer is willing to share their positive experience with their friends and social media network.
When Capterra polled CRM users, 47% of them said that CRM helped their customer satisfaction. The help comes from the personalized and centralized data from CRM that you can use to handle the problems customers face in doing business with you.
With a CRM, you can deliver good customer support that builds a stronger relationship between customers and your eCommerce business.
4. Use CRM to identify and target different buyer personas
Before launching your eCommerce business, you probably created several buyer personas to target your audience.
However, as you implement CRM, you start to collect more and more information on your audience. The CRM data you collect will help you detect trends and patterns of your customers that you never thought of when crafting the personas.
In this way, you have the opportunity to create data-backed buyer personas. Then, you can deliver personalized experiences to your customers using marketing tactics (such as email marketing, remarketing, push notifications, etc) that speak to them.
5. Use CRM to retain customers
One of the best ways to keep your eCommerce sales up is to keep old customers coming back to your site. According to Forbes, retaining old customers cost five times less than acquiring new ones. They show that an increase of customer retention by 5% can result in a 25% to 95% boost in sales.
CRM is the perfect software to help you increase customer retention.
With all the customer data in one place, you can analyze and improve the customer experience. CRM will show you information on the last time a customer purchased and their preferences. Then you can act upon the feedback by suggesting similar products, give personalized promo codes or discounts, and similar loyalty program tactics.
CRM software is essential for the growth of an eCommerce business. With the help of comprehensive CRM data, you can understand your customer better and offer them an experience that keeps them coming back for more.