CRM stands for “Customer Relationship Management,” and it refers to using software to analyze customers’ interaction with a business in order to maximize customer retention and growth.
In the past, businesses held all the power. There was a limited supply of goods on offer, so consumers would buy whatever you offered without complaint. Sometimes, they even felt privileged to buy from you. After all, they earned the money to do it, and felt you were doing them a service by selling to them.
These days, things are different. The market is flooded with products and offerings that are sometimes indistinguishable in terms of quality and variety. This is even more important in the eCommerce field. Whatever you’re selling, your customer can probably get it faster, cheaper, perhaps from another country. In such cases, human interaction has a big impact.
Build a site customers will enjoy
CRM is essentially virtual customer care, so whenever possible, you should incorporate it into your web design. Start by building an intuitive site that is easy for potential shoppers. Make it easy to navigate, with clear, detailed information on your products and services, and a straightforward purchasing process.
It also helps to create a comprehensive FAQ section. It should address everything from ‘how to order’ and ‘how to pay’ to more obscure questions specific to your business. It can also address stocking issues and security matters, and even direct them to physical stores or offices in case they want to visit.
Offer 24/7 assistance
although your online customers will mainly be interacting with a screen, let them know there’s a face and voice behind the glass of someone who is ready and willing to make them happy. Customer queries can range from the seemingly silly to the immensely complex, but each challenge is a chance to boost sales. Never make the customer feel unwanted or ‘stupid.’
By offering friendly help around the clock, your online customers feel like they have their own personal shop attendant.
Another option is to invest in software which can automate your customer care. Such programs can use tools like chat bots and analytics to solve the bulk of customer challenges. Identify the ones that need actual human solutions and pass them to relevant staff members.
Always ask permission
eCommerce platforms collect personal data as part of their payment process, and customers may worry about phishing. Use a payment processor with the highest standards of encryption and compliance, to reassure buyers. If you want to advertise, ask first.
Only use opt-in methods, so that customers don’t feel like their personal data was co-opted or violated for unscrupulous marketing purposes. As part of the opt-in request, let your customers know the kind of emails or newsletters they will receive. It reassures them that these marketing materials are unrelated to their credit card or debit card details.
For more information about CRM or to sign up for a merchant account, please call (888) 924-2743 or go to Charge.com.