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CRM - Understand your customers, increase loyalty and sales

Customer Relationship Management (CRM) is a business strategy that focuses on understanding, creating, and developing lasting relationships with customers through the effective use of data, technology, and processes. 

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Marcin Wojtoń
Marcin Wojtoń
Business development, Sales Director
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In the e-commerce industry, CRM is becoming a powerful tool to tailor offers to customer expectations and create personalized shopping experiences.

CRM plays an important role in shaping competitive advantage. By collecting, analyzing, and making appropriate use of data, e-commerce can further tailor its offerings to customer preferences.

In this area, CRM has become a powerful tool for creating personalized shopping experiences. These, in turn, translate into customer loyalty and increased sales.

CRM's impact on the e-commerce industry

For large companies operating in the e-commerce field, effective customer relationship management is key to staying competitive. How does CRM affect their success?

Personalized customer experience
Data analysis provides insight into customer preferences and behavior. This enables the delivery of personalized product recommendations and messages, strengthening customer engagement. Individual consumers expect a personalized approach. CRM allows you to collect and analyze customer data, enabling you to deliver personalized recommendations, offers, and communications.
 

Increased loyalty and retention
With a better understanding of customers' needs, businesses can offer value that matches their expectations. CRM enables tracking of customers' purchase history, preferences, and interactions. This allows companies to create loyalty programs, and special offers and reward regular customers. This translates into greater loyalty and longer business relationships.
 

Streamlined customer interactions
A central database makes it easier to work with customers, enabling personalized and consistent communication at all stages of interaction. The CRM allows you to segment customers and tailor communications to different target groups. This increases the effectiveness of marketing campaigns and leads to higher conversions.
 


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Optimize business processes
Analyzing CRM data provides insights into the effectiveness of sales strategies, allowing you to improve processes and make more accurate decisions. CRM enables better management of customer inquiries, complaints, and questions. This leads to faster and more efficient customer service, which contributes to satisfaction and a positive experience.

Predicting market trends
By analyzing customer behavior, companies can catch upcoming market trends and respond quickly to changes. Advanced CRM systems using machine learning and artificial intelligence can help predict customer behavior, such as the likelihood of purchase or churn. This can help align strategies with future trends.

Customer Feedback
CRM facilitates the collection of customer feedback and opinions, providing valuable information about customers' expectations, changing preferences, and needs.

By leveraging data and technology, CRM enables you to create dedicated customer experiences, build relationships, and achieve long-term business success.

CRM is important for both B2B and B2C industries because it enables better customer relationship management, personalization of offerings, analysis of marketing activities and effectiveness, and building loyalty and a positive customer experience.

How does CRM work? Rules and procedures

In an e-commerce environment, effective customer relationship management relies on a precise set of rules, procedures, and tools to consistently shape customer relationships. What does this look like in practice?

  1. Collecting and storing data
    The first step is collecting and storing data on customers.This information can include purchase history, preferences, contacts, interactions, and demographics. A central database provides the basis for analysis and personalization.
     
  2. Data analysis
    With analytics tools, companies can explore the data they collect, uncovering patterns in customer behavior and preferences. This enables them to better understand needs and create personalized offers.
     
  3. Customer segmentation
    Based on data analysis, customers can be divided into different groups according to characteristics and behavior. This makes it possible to tailor communications and offers to specific segments, increasing their effectiveness.
     
  4. Personalization of communications
    Based on the information collected, the CRM allows you to create personalized marketing messages, product recommendations, and offers. This increases customer engagement and campaign effectiveness.
     
  5. Sales processes and customer acquisition
    CRM helps organize sales processes by tracking customer contacts, offers, negotiations, and deal finalization. It also supports the acquisition of new customers by analyzing the sources of acquisition and the effectiveness of marketing activities.
     
  6. Customer service
    CRM allows you to effectively track customer interactions and customer request history. This helps to handle problems and needs quickly and personalized.
     
  7. Monitor results and improvements
    The CRM system allows for tracking the effectiveness of activities, such as marketing campaigns and sales metrics. This allows companies to continuously improve their strategies and processes.

In conclusion, one of the key goals of CRM in e-commerce is to tailor services to customers' needs. This translates into increasing the value of the product or service to the customer and building long-term relationships based on trust and satisfaction.

CRM - basic functions

Introducing a CRM system into an e-commerce business opens the door to a variety of functions that make up comprehensive customer relationship management. These tools bring numerous benefits that contribute to the success and growth of the company. The basic functionalities are:

  1. Creating a database of companies and individuals
    A central database gathers information about customers, their preferences, purchase history, and interactions. This enables you to better understand your customers and tailor your offerings to their needs.
     
  2. Assigning an employee-guardian to a customer
    With this feature, each customer can have an assigned caregiver or manager who monitors their needs, communicates with them, and provides personalized service.
     
  3. Generate customer activity reports
    The CRM system allows you to create reports that show the activity and history of customer interactions with the company. This provides insight into the effectiveness of customer service strategies and marketing activities.
     
  4. Creating marketing campaigns
    By using the CRM system, a company can design marketing campaigns that are perfectly tailored to the needs and behavior of its customers. Segmenting customers based on the collected data allows the creation of personalized content and offers, which consequently increases the effectiveness of campaigns.

    Monitoring and analyzing campaign performance with CRM tools enables you to quickly optimize your efforts and adjust your strategy to changing customer preferences, leading to increased engagement and conversions.
     
  5. Lead management
    Managing leads using a CRM system involves effectively identifying and selecting potential customers who show the greatest potential to turn into paying customers.

    By analyzing behavior and interactions, the CRM system assesses their interest and readiness to buy. This enables the company to effectively direct resources and activities to leads that are more likely to convert, resulting in a more effective and efficient sales process.

CRM - sample tools

Choosing the right CRM tool can significantly affect the success of a business, thereby enabling companies to better understand and meet the needs of their customers. Below is a selection of solutions.


LOGITO Low-code Platform
LOGITO platform is a unique solution for supporting business processes. It is a tool that can be customized to meet the individual needs and processes of each company. It offers functions such as creating a database of companies and people with whom the organization works, the ability to assign an employee-guardian to a customer, building a full history of contacts, and generating a customer activity report.

LOGITO improves customer service, facilitates monitoring of salespeople's activities, and prevents duplication of address data. It is a platform that integrates various aspects of customer relationship management, from sales to after-sales service, finance and accounting, production management, and human resource management.


Salesforce
Salesforce is one of the leaders in customer relationship management (CRM). It offers a wide range of features such as sales automation, lead management, analytics, and reports. It is a versatile tool that can be customized to meet the different needs of companies of all sizes.

Integration with other tools and platforms makes Salesforce a flexible solution for different industries.


Microsoft Dynamics 365
Microsoft Dynamics 365 is a comprehensive CRM solution that integrates perfectly with other Microsoft products, such as Office 365 and offers advanced customer relationship management and business analytics.

It is an ideal tool for companies that already use the Microsoft ecosystem and want to build a cohesive work environment.


HubSpot CRM
HubSpot CRM is a tool aimed mainly at mid-sized companies that want to integrate their marketing and sales activities. It offers features such as lead management, email tracking, and integration with marketing tools. It is an intuitive and easy-to-use solution that can help automate many business processes.


SAP CRM

SAP CRM is a powerful tool for large enterprises that need complex customer management and business operations functions. It offers advanced analysis and forecasting, supply chain management, and many other features tailored to global operations. It is a tool for companies that need a scalable and comprehensive CRM solution.


Zoho CRM
Zoho CRM is a flexible and affordable solution for small and medium-sized businesses. It offers features such as sales automation, campaign management, analytics, and reports. It is a tool that can be easily customized to meet the individual needs of a company while offering a competitive price.


Bitrix24
This is a comprehensive CRM tool that offers a range of features to help companies effectively manage their customer relationships. It includes tools for creating and monitoring marketing campaigns, managing leads, analyzing data, and communicating with customers. Its advantages include flexibility, adaptability to different industries, and an interactive platform for effective collaboration within teams.


Comarch CRM
Comarch CRM is advanced software that focuses on building lasting relationships with customers. It provides tools for analyzing customer data, managing marketing campaigns, and tracking sales processes. The hallmarks of Comarch CRM are its advanced analytical features and its ability to integrate with other company tools.

As a result, Comarch CRM is an excellent solution for companies with different business profiles, allowing them to effectively adapt their strategies to specific needs and goals.

All of these CRM tools have their unique functions and applications, and choosing the right one depends on several factors, such as company size, industry, business goals, and budget. However, the LOGITO platform stands out from other solutions due to its flexibility and customizability, making it an attractive solution for different types of businesses.

CRM - How we can help?

At Ideo Software, we specialize in developing and integrating advanced solutions to support online sales. One such solution is CRM.

Customization to meet your individual needs

We understand that every company has its own unique goals and challenges. Our philosophy is based on creating solutions that perfectly fit your needs. No matter the size of your business or industry, we offer a flexible approach to achieve optimal results.

Professional customer service

Our team consists of experienced professionals who not only have advanced technical knowledge but also realize the key role of customer relations. From the initial contact to full implementation, we provide professional support.

Innovative technologies

In a world of dynamic technological changes, our company keeps abreast of the latest trends and innovations. The solutions we create are based on modern technologies, providing you with a competitive advantage and access to the latest tools.

If you are looking for a partner who understands your needs and can help you achieve a higher level of customer service, contact us today. Our mission is not just to deliver software, but to build lasting relationships based on trust and shared success.

Together, we can create a CRM strategy that delivers real results and customer satisfaction. Join the ranks of our customers who have transformed their e-commerce for the better with us. Achieve a higher level of customer service and competitive advantage with Ideo Software.

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