Mapping customer’s purchasing behavior has been one of the toughest moments for marketers, strategist & policy makers around the globe. At the same time it is daunting task, apart from mapping volatile buying behavioral patterns, what ecommerce players including online retailers in India should focus to get maximum traction and return rate of consumers. Formula to achieve the both is very lucid – get flexible cum effective CRM (Customer Relationship Management) to solve today’s problems with the new system, but ecommerce companies also consistently harp on ways to have “future-proof” of their CRM – investment.
The secret sauce goes beyond the CRM technology you may have at present. In fact technology has its stake too, but it’s really an attribute that must be presented and rife over your entire customer-facing mechanism. That attribute is flexibility.
CRM’s about people, processes and technology. All three must be flexible in order to keep your CRM efforts relevant and maximize your ROI.
Make CRM People Agile
Let’s begin with people you have in CRM spectrum. The people you recruit and the people you apprise need to be flexible in how they understand think and how the input (feedback) they receive shapes their approach to customers. Inflexibility is a concept that favors business-centric approaches; customers evolve, and so the flexibility to evolve the way you relate to them is in itself a customer-centric trait.
This aptitude to be creative in regard the way one works is important in front facing executives, at the same time it’s even more required in managers. Front facing people observe the developing customer on everyday basis, but managers can be removed from this reality and thus need to work at being flexible in the way they manage front facing executives’ insights guide strategy.
Modification to Process
It is followed by process, Always keep in mind that it is not about your business – it’s about the consumers. Having said that customer relationships can’t be mass-produced — they can be replicated to a certain extent, but each customer is somewhat unique. To meet the needs of each of these relationships would demand the acumen to discover steps where your processes require bending or even alter to encompass the needs and desires of customers.
Application and Vendor
Ultimately, there’s the technology and when companies talk about “technology,” they should mean and focus on application and the vendor. Both need that characteristic of flexibility.
The CRM system must have the feature so that it becomes configurable, customizable and personalize-able easily. If the user can’t make changes, they should be easy for others with more technical acumen, and those changes should be viable and quickly. This is the key for your people to discover about customers and converting them into new processes that introduce the right data into your CRM system.
Meanwhile ecommerce companies’ application vendor must possess the above attributes. However, if it keeps convincing that you make your processes conform and define to the way it works, then you’re dealing with a vendor which fails to understand the value of flexibility. And beware any vendor that wants to charge you a premium for providing flexibility.
While opting out a CRM solution, you must harp on for solutions applicable to the present bottle necks; on the contrary you need to focus on functionalities that can address problems you face off in near time. However, flexibility in all three major pillars of CRM is the only way you can gear up to handle the issues you don’t foresee.