CRM

Enabling digital transformation with Salesforce

Customer Relationship Management (CRM) has become the heart of growing businesses today as a strong bond between brands and their customers dictates service, retention, and sales. It has become crucial in establishing organic and lasting brand-customer relationships. Companies are therefore increasingly integrating CRM software to allow full automation and unify both marketing and sales processes.

CRM has become the largest application software having overtaken database management systems with expectations of reaching over $80 billion by 2025. In addition, the Asia-Pacific region is estimated to grow the fastest at a CAGR of 17.2% owing to the demand from developing countries like India and China including scope of business and large customer bases. 1

Though companies like Microsoft, SAP, Oracle, and Adobe are providing efficient CRM platforms for the business world, Salesforce has remained the undisputed industry leader. Their cloud-delivered product suites provide elemental functionalities including contact management, sales, marketing, and employee-tracking solutions benefitting small and large companies alike.

Salesforce’s Artificial Intelligence (AI) solution called Einstein offers more productivity in terms of providing lead scoring (based on history and past deals); opportunity insights (customer sentiment, competitor involvement, overall prospect engagement); account insights (customers’ latest news, M&A activity, company expansion updates), and automated contacts (mail and calendar event analysis).

Einstein also enables prediction of marketing journeys wherein AI helps deliver suitable and relevant content to target audiences, on the right channels, at opportune times. It helps convert more anonymous web visitors while recommending the next best product, content, or offering at an accelerated rate on any channel. Its scoring feature predicts consumer engagement in emails or company websites and offers insights such as consumer clicks or purchase. Apart from recognizing customer impressions, their Einstein Image Classification feature goes one step further in recognizing logos, objects, food, and scenes in social media posts to discover new insights regarding a brand; where and how certain products are being used even if keywords or brand name remain unmentioned.

Considering that consumers are increasingly purchasing and receiving information on mobile devices, Salesforce has introduced a mobile app for companies to ensure mobile-first CRM. They are in turn able to improve decision times and forecast accuracy on sales, marketing, service, and business performance with the app’s dashboards and custom reports. It allows management of leads, contacts, account details, and opportunities on a mobile device while initiating instant collaborations with the company team. The mobile app is also customizable allowing companies to customize actions based on their needs. It allows for adding brand color and logo directly to the loading page, header, buttons, and search bar as well.

Salesforce is a one-stop-shop solution for businesses to transform their digital operations. For instance, their offerings include Sales, Service, Marketing, and Community Cloud that are all accessible and fast to put customers at the nucleus of business processes. In addition, their solutions are categorized depending on the features of each business including type (startup, nonprofit, small business); role (sales, service, marketing, IT); need (productivity, AI, mobility, collaboration); and industry. In other words, they ensure personalized digital solutions regardless of the nature of each business.

In conclusion

Considering the current unprecedented pace of modern business, each company must keep up with the fleeting shifts in the digital market. Integrating Salesforce solutions can help businesses advance their marketing and sales strategies with the help of its excellent support and developer ecosystem.

CRM in eCommerce

eCommerce have completely changed the paradigm of how people shop in today's world. People are connected all the time and technologies also shape the way people communicate, especially when it comes to eCommerce. People become ambassadors themselves for brands that deliver timely and personalized communications through any digital channel.

The customer journey starts even before they visit any eCommerce website. They may either express interest on your product by commenting in any of the social forums or by sending inquiry directly. Converting these prospects is seen as a critical element to any online site and this is where a Customer Rleationship Management or CRM will be of great help.

What is a CRM?

Customer relationship management (CRM) is an approach to manage and analyze customer interactions and data throughout the customer lifecycle. It usually refers to the practices, strategies and technologies that companies use to enhance the customer's overall experience. As per SalesForce, CRM or Customer Relationship Management is a strategy for managing an organisation's relationships and interactions with customers and potential customers. A CRM system helps companies stay connected to customers, streamline processes, and improve profitability. In today's world, CRM solutions have cemented their need as a useful post sales tool for businesses to connect with their customers, determine cusotmer preferences, and understand their expectations.

CRM in eCommerce

The best way for a company to build strong relationships with their customers is to build up customer loyalty. A CRM for eCommerce will enable you to get to know your customers, to better understand the decisions they make, to tailor to their preferences, and tie all your marketing together seamlessly. CRM system can also give customer facing staff detailed information on customer’s personal information, purchase history, buying preferences and concerns.

A CRM platform can benefit your eCommerce website in the following ways:

  • Get a better understanding of the customer
  • Attract new customers
  • Retain current customers
  • Decrease customer management costs
  • Personalization opportunities
  • Tracking customer behavior and preferences
  • Customer Segmentation
  • Up-to-date information on the customers
  • Strong customer support

Conclusion

CRM helps the brands or companies to create long-term customer loyalty and profitability by serving every customer as an individual. In today’s competitive marketplace, customer relationship management is critical to a company’s profitability and long term success.