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Convergent E-Commerce And CRM&Nbsp; Upgrading Sales Mode

2011/7/16 14:42:00 33

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E-commerce is a bright spot in the current economic trend. As a powerful supplement to offline sales, convergent e-commerce and CRM can create more new sales opportunities.

Recall that 10 years ago, e-commerce was a sharp corner. The e-commerce system was a typical ownership system. It required a large development and maintenance team to continuously update functions, and to integrate with legacy systems and back office systems.

Besides the complicated workload, it also requires a lot of time and money.

nowadays

Electronic Commerce

The architecture of the system is more open than ever, allowing companies to establish and add functions and adjust them as needed.

One of the major aspects is the convergence of e-commerce and CRM system to inject new vitality into the current sluggish traditional sales.

According to Forrester statistics, at least 26% of enterprises will buy or upgrade e-commerce systems this year.

Key differentiation advantage

Through the seamless convergence of e-commerce and CRM, enterprises can further strengthen sales, interpret the value of potential customers, and detect more sales opportunities.

Whether you combine e-commerce with CRM to promote sales or enhance customer service, this can bring you differentiated competitive advantages.

For example, the shopping cart function of e-commerce platform can be automated email.

Promotion

Combined with the function of shopping cart, the system automatically provides electronic fixed or discount coupons, supplemented by a certain period of use.

This combination can greatly enhance the conversion rate of customers.

Biggest obstacle

It is worth mentioning that many CRM managers often focus on overall functionality when deciding on a new system, and rarely pay attention to actual availability.

As an end user, if your sales or customer service representatives do not import data, then the decision level will not be able to get a report that can act on it, or carry out any analysis information to help them find sales opportunities or improve customer service.

The lack of availability is the biggest barrier to the implementation of e-commerce and CRM aggregation.

Upgrade availability

In order to ensure that enterprise investment can achieve positive returns in key systems such as e-commerce and CRM platform, the implementation manager must grasp the requirements of the sales team, such as the following considerations:

The system must be intuitive and user friendly.

Of all the measurements, user friendliness has the greatest impact on success or failure.

For example, your sales or customer service team has always used Outlook, so that they can use a separate web interface to log in, enter potential customers or support information, and then re-enter the contact data, which is a waste of duplication and resources.

In contrast, if they can input contacts to Outlook and integrate seamlessly with the CRM platform, it will be more practical.

This simplification leads to a significant increase in the success rate and user pition rate of the first deployment.

Ensure that the system can provide users with value.

Sale

Or customer service representatives only input information, and get nothing from it, then they will wonder why they should continue to use it.

Let your CRM system become a one-stop Consultancy Center for sales or customer service teams, so that the stored information is highly correlated with sales or customer support.

In addition, you can store all the marketing activities and sales documents to the system, such as when a member of the sales team needs a presentation report, you can quickly find it through a simple mouse click.

Finally, don't forget to integrate workflow and event prompts so that team members can be alerted in time before closing sales opportunities and increase the success rate of sales pactions.

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Allocate sufficient training time from point to area.

Usually, the role of an enterprise in training is either omnipotent or wasteful.

If a company really puts in time and money on the integrated e-commerce and CRM platform, naturally it wants the company's team to be fully trained, and the system can provide feedback on their own initiative as the basis for improvement.

Most sales managers think that rather than letting their team go off the job to learn a new system, it is better to run outside and pick up a couple of orders. This is the most realistic idea.

However, as a manager, we must learn to look at problems in a longer term and not only focus on short-term interests but neglect long-term continuous growth momentum.

Although the economy is sluggish, the growth rate of e-commerce has not slowed down.

Therefore, the trend of aggregated e-business and CRM or ERP has been widely recognized as a new sales mode of upwind and performance promotion.

Integrated system and integrated platform are not difficult for technicians.

The real focus is on how to ensure that sales and marketing teams continue to use it to create economic benefits.

This requires more attention, simplification of use and adequate training, so that we can see the double harvest of user pition rate and performance growth rate, rather than mutual constraints.