Author: Peter Daisyme / Source: Entrepreneur The concept of shopping has changed dramatically over the decades, with one survey revealing
The concept of shopping has changed dramatically over the decades, with one survey revealing that customers now make 51 percent of their purchases online. For retailers, this has created a push toward a greater online presence, even among businesses specializing in local products.
However, as a business’s customer base expands, personalizing each interaction becomes a challenge.
One of the best ways, then, that you can provide tailored experiences and detailed management of your retail customer relationship is by employing customer relationship management software (CRM). The right solution will help you create a database that helps you achieve all of your goals. Here are a few ways businesses are putting CRM to use in their operations.
Personalized service
Online retailer TOMS sells shoes for a good cause. For each pair a customer purchases, the company donates a pair to someone in need. After launching in 2006, the company found that it was growing at such a pace that it was having difficulty keeping up. The company then chose Salesforce’s Service Cloud.
This technology helped TOMS to manage its global call center workforce and allow workers to provide personalized customer service to everyone who calls. The software, in addition to offering customer histories, provides social media data for each customer, giving workers a better overall picture of the person at the other end of the line.
Social monitoring
Online wine sales have taken off in recent years as customers discover the convenience of home delivery. Bespoke Collection is a wine seller based in California that has long used CRM to manage its customer base.
In addition to tracking customer buying histories, Bespoke also uses the tool to monitor customer interactions on social media, although it acknowledges that ensuring employees stay on top of those interactions can be tricky.
Networking
The self-proclaimed “pillow goddess,” Deborah Main, often takes her product sales on the road. But keeping up with the people she meets at trade shows can be challenging. She says she…
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