CRM at the heart of tomorrow's B2C strategies



Initially B2B oriented, the place of CRM in B2C models is changing to become essential and central, with the creation of a position of Director of the customer relationship to coordinate actions. Cross-channel, loyalty, and customization are the key words of CRM B2C solutions.


Why a CRM is today more than necessary



  • Because the behavior of the "cross-channel" by consumers forces companies to harmonize their communication on these different channels. Indeed, the multiplication of sales and communication channels (web, store, mobile, call center, social networks, etc.) has considerably increased the complexity of the customer journey and has multiplied the points of contact between the seller and the buyers. However, the information available to interlocutors are disparate, to the detriment of the service. This type of situation becomes inexplicable to customers, who today expect companies a consistent experience and equal service across all their channels.

  • Because customers are more and more demanding. They wish each of their purchase a memorable and personalized experience. This is the rise of One-to-One marketing.

  • Because a loyal customer is much more profitable than a new customer. The rise in customer acquisition rates coupled with this crisis context in which we find ourselves continues to show the importance of customer loyalty.

  • Because a good knowledge and analysis of its customers, allow a more targeted segmentation, and therefore a better optimization of the results.

Consumers who have entered a world of interaction and exchange, leave on the web a gold mine of information exploitable by companies, offering them the opportunity to increase their customer knowledge and thus, better customize their offers. But still it is necessary to be able to collect, harmonize and use these data! In the era of Big Data, CRM software, associated with e-commerce solutions have this virtue.

1. Data collection

Historically limited to customer information collected by in-store vendors, new sources are to be considered: social networks (age, sex, location, what he likes, etc.), blogs (interests, positions, attitudes, etc.). ), browsing the website (purchases, behaviors, products seen, etc.) ... This increase in customer data makes it inevitable for companies to set up CRM solutions, to enable them to collect and record all this information on the website. a customer card.

Nevertheless, each merchant must question to establish a relevant collection strategy. What are the data that interest me? What is the channel that interests me? Which social networks are interesting in my situation? Which CRM software to choose to collect these different data? What information is collected at each stage of the customer journey? ...

2. Streamline and disseminate customer information

CRM solutions make it possible to homogenize and group at a central point all the customer data, ready to serve the different channels. This makes it possible to maintain consistent communication, which is necessary to cope with the omni-channel behavior in which customers are evolving today. With the same level of information, your salespeople will be able to offer the same level of service, whether in the web, shop, telephone, mail, ... Customers will be able to choose the channel that suits them, and not be dependent on the channel holding the service. 'information.

For example: Imagine a store salesman equipped with a tablet-based CRM interface, he can "at his fingertips" access in real time to all previously collected information (web, store, mobile, social networks, etc.). ) about the customer who is in front of him, which will allow him to have all the tools in hand to meet his needs. In the same way, it will be able to come to enrich directly through this same application the relevant information which it could extract. 

Access and editing to data must be designed to protect the customer experience, without "drowning" the employee in abundance. Which people / department can access which data? In what forms to restore all the information? A simple version? What media, update frequency, formats? And what confidentiality? ...

3. Exploitation of the data

With CRM, you can finely segment your customers to create highly automated one-to-one or one-to-one communications. Indeed, CRM solutions will exploit all customer / prospect data (acquired online and / or offline) to offer them a personalized purchase experience (site navigation, e-mailing, etc.). For this they will rely on their preferences, their behavior and their purchase history.

Some analysis bias will be removed: this client, inactive for 2 years on your online store, is in fact a loyal customer in store, its loyalty to the brand is proven It becomes easy to take action to understand why it sulks your site.

CRM solutions can control, track and automate the sending of on-site marketing campaigns (cross-sale, up-sales, etc.) and off-site (e-mailing, SMS, social networks, etc.). ), on a One-to-One marketing model, totally personalized. For example, the triggering of campaigns following actions (purchases, subscription to the newsletter, etc.), inactions or events (birthday, etc.). Most importantly, these solutions offer the ability to launch and coordinate cross-channel campaigns.

Campaign Planning Example: Average brake pad life is approximately 30,000 km (less in city). A merchant with a CRM will have the ability to automate campaigns on a segment of customers "city" using his vehicle "regularly" (the mileage data can even be known precisely during a review for example), and send him Platelet offers by mail (or mail).

A CRM solution is also a real central statistical tool, which in addition to analyzing the various marketing campaigns in progress (or previously carried out), will make it possible to know the precise origin of each prospect / customer, of measure their acquisition cost and define their value over time (average revenue per customer - ARPU, average turnover per customer).

Other features managed by  CRM  solutions such as the implementation of a loyalty program, customer service management (call-center, automatic response, ...), the concept of workflow, product recommendation (up -selling, cross-selling), the pre-filling of customer preferences (size, payment, delivery, etc.), the management of interactions on social networks, ... are essential to improve the customer experience.

Small zoom on social networks:

Because of their importance in customer pre- and post-purchase thinking, many CRM tools have decided to integrate them into their solution. In addition to this possible interaction with its customers, social networks represent a large amount of qualitative data that can be used by companies today.

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CRM at b2c strategies

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