How CRM software changes your customer experience

Are you capturing what you need to know about your existing customers as they visit your website and stores? Customers were once fine with an online experience that had poorer service  from what they were offered in physical stores, but now they expect you to recognize their purchase patterns and history, online and off, and present them with relevant offers and deals. In short, shoppers expect you to make it easy for them to find not only what they are looking for, but other products that they might want to purchase as well.

A CRM (Customer Relationship Manager) software can pull together information that you have acquired about your customers both passively and actively, such as purchase history in-store and online, leads, inquiries, returns, and other data. All of this information can sometimes get scattered across multiple point of sale, e-commerce, and marketing databases. If you sell B2B, you may also need to manage multiple contacts per customer and different price lists per customer group. A CRM keeps all of this data in a single place.

Organizing your data with a CRM benefits your sales, both in-store and online, in a number of ways. You can track response to email and advertising campaigns and improve your future campaigns accordingly. You can present the right offers to customers who visit your website based on their buying history, lifetime value, where they’re located, and other factors. Your CSRs can more quickly and easily (and with less training) focus on each individual customer’s needs so that they answer questions, resolve problems, and suggest upsells that delight, not annoy. We call this the “360 degree view of the customer,” and it will take your interactions with them from one-size-fits-all to a custom tailored approach.

CRM software has become more complex and can sometimes be harder to integrate with your existing systems than in the past, but modern CRMs are more cost-effective than ever and provide great returns. They often integrate with and in some cases replace existing systems, and can be set up in a server environment that you control or they can deployed as SaaS. All in all, investing the funds and the time in implementing a CRM system can take your service, and therefore your sales to a whole new level.​


About the Author:

Gary Smith is the COO of Jamersan LLC. Jamersan LLC is an Oro Silver Partner and a Magento Silver Partner located in the southeast. They’re experienced systems integrators who customize and connect up Magento sites with OroCRM and other tools that clients need to make their sites work. Contact them at



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