CRM stands for Customer Relationship Management. In French, it is translated by " Gestion de la relation Client ". This generic term refers to the techniques used to develop, optimize and manage the relationship with customers. This term also includes the tool that will be used to implement such a strategy.
CRM software is essential for successful customer retention and lead acquisition. The marketing CRM will collect and store all customer data. This information will serve as the basis for the segmentation process, which is necessary to make targeted marketing campaigns. With a CRM, your teams have a better visibility of each step of the sales tunnel.
We will see in this article that sharing information from CRM software with marketing automation software gives excellent results.
The main advantages of using a CRM for your e-commerce marketing
Important CRM features
CRM tools allow :
- Sales management: CRM automates sales management to improve the efficiency of your sales team.
- After-sales service management: CRM allows you to listen to your customers and respond to their requests.
- Improve marketing actions: CRM allows you to take advantage of information from marketing automation tools.
Move the prospect through the sales tunnel
With the CRM, you can situate your prospect perfectly in the sales tunnel and run the right marketing campaign. This way, you can encourage the user to move forward in the sales tunnel by sending him the right message. For example, after a simple visit to your site, the user is not yet ready to buy. You have to make him discover your brand. On the other hand, if he is more advanced in the sales funnel, a discount offered in an email marketing can encourage him to make the purchase decision.
Target and personalize your offers
With further personalization and segmentation, you can target customers more finely to provide them with relevant offers.
To build customer loyalty, in the face of sometimes tough competition, it is important to use relational marketing, which goes beyond the act of purchase by establishing a privileged relationship between the e-commerce and the customer. Relationship marketing is the continuation of transactional marketing.
A tool like Kiliba, thanks to powerful algorithms, allows you to practice these 2 types of marketing to build loyalty, acquire and convert.
By increasing customer satisfaction and loyalty to your brand and products, you build a long-term relationship with them.
CRM marketing and marketing automation are complementary
These 2 techniques are meant to be used together to :
- Improve the knowledge of your prospects and customers,
- Facilitate the dialogue with your prospects and customers,
- To personalize the customer relationship.
Each is enriched by the other's data. Thus, marketing automation allows targeted content to be sent and the CRM exploits the data received by marketing to allow the sales department to have a personalised message.
Thanks to marketing automation, you can analyse the behaviour of your customers when they receive your email. This qualitative and quantitative data is fed into your CRM. Marketing automation software is based on artificial intelligence that goes further and predicts the next actions of your prospects.
This will allow your company to offer a personalised experience to each customer. This leads to a higher loyalty rate and improved customer relations.
What are the differences between CRM tools and marketing automation software?
The use of CRM requires steering and monitoring with regular meetings and reviews between the sales and marketing teams. It is also necessary to use a task management tool such as Trello.
A marketing automation software, like Kiliba, is on " automatic pilot ". It saves a lot of time for your e-commerce.
In fact, it is enough to establish marketing automation scenarios: the email for a registration anniversary, to welcome a new subscriber, to reward the most loyal customers, etc. Once this step is completed, the tool will work in an automated way, analyzing only to which customer to send the email and when. The last step of an emailing consists simply in consulting the results of each campaign to know the actions to continue, modify or stop.
It should be noted that in small structures, a turnkey tool such as Kiliba is preferred to a classic CRM.
Kiliba is unique, as it is one of the only CRM marketing tools. This intelligent software identifies customer behaviours, predicts their purchase intentions and analyses their reactions to your emailing to improve future campaigns.
Kiliba combines the performance of a marketing automation tool with that of a CRM in a single software!
Having a marketing CRM allows you to give real added value to the content intended for your customers. In the face of competition, whatever your field of activity, it is an indispensable tool for building loyalty among existing customers and creating interest among hesitant prospects. Today, customer data is worth its weight in gold, but you still need to know how to use it and have the time to do so! Kiliba is the best crm marketing solution on the market to achieve these objectives.
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