B2B eCommerce: The Brief Introduction to CRM System

Suppose you are looking for a solution to manage orders efficiently. In that case, B2B integration applications for ecommerce as a CRM system will provide many significant advantages for your business, such as enhancing customer data and improving sales opportunities.

What Does Customer Relationship Management Mean?


Customer Relationship Management (CRM) is a term that usually refers to CRM system software that helps enterprises manage and acquire customers through tools to help develop strategies.

CRM software collects customer information from various channels and stores data about product information, order history, and purchase habits. All of this information is scientifically managed to ensure the smooth process of approaching and retaining customers.

Why Is Customer Relationship Management So Important?

For your business to be favorable and grow in the long term, a thorough strategy is essential for your business. Besides, having specific sales and profit targets is also very important.

However, without reliable information and sufficient data, it will be difficult to target these measurements accurately. How to provide a consistent and reputable data source for different parts of the company such as the sales team, service team, marketing team without being overwhelmed by the complexity of information?

The solution is possibly CRM, the software system that gives you a clear overview of your business’s customers, strategies, and goals. It enables your business to attract, improve and develop relationships with wholesale and retail customers, distributors, suppliers, and more.

How to Do Customer Relationship Management?


Or simply, what are the potential benefits of using CRM?

The most significant benefit of the CRM system is user compatibility. Whether sales, marketing, customer service, or human resources can use the information and strategies that a CRM provides.

CRM is an effective solution to improve your business in many different aspects. In short, the system helps you to store all information related to customers, service-related issues, and so on.

Customer Relationship Management helps you find and verify viable sales opportunities and manage your marketing campaigns more effectively.

  • Marketing

The listed functions from CRM usually help track users, analyze customer behavior, habits, and interactions on many different communication channels such as email, phone, and a contact form.

  • Sales

A CRM system is often equipped with tools that help sellers validate and manage potential groups of customers. The sales team can also identify sales opportunities and close deals faster with various unique functions.

  • Customer service

Customer Relationship Management software creates the opportunity to manage orders based on the available process system, thereby making customer care and consulting more reasonable.

What Are Customer Relationship Management Metrics?

For CRM software, there are five metrics that matter the most to your store’s performance. It’s recommended to take a careful look at these metrics to ensure your business is still performing well enough.

1. Customer acquisition cost (CAC)


In short, this metric tells you the cost per lead. This way, you can estimate your total lead spending efforts.

2. Customer lifetime value (CLV)


Customer Lifetime Value (CLV) estimates an individual’s cost of purchasing a product from your business, demonstrating the ability to attract and retain customers.

This metric helps you to determine the number of costs in attracting customers. Customer value also shows whether you are targeting the right audience or not.

3. Sales cycle length


The length of a sales cycle is the average time from the time a potential customer shows up until the deal is closed. In other words, this metric shows how long customers consider and buy your product.

4. Marketing-oriented customers percentage 

This metric shows you the percentage of customers that your marketing channel attracts through campaigns. Thereby, this metric shows your marketing’s effectiveness, from which you can measure and modify your strategy.

5. Customer acquisition costs payback period (CAC payback)


This metric shows how long it will take to reimburse the cost of acquiring the customer. Thus, you can determine the time needed to balance your capital.

What are Examples of CRM?

Currently, there are many popular CRMs in the world. One of them is Salesforce, a dedicated cloud-based CRM optimized for efficient sales purposes chosen by many small and medium businesses.

With its SMB CRM (pipeline-centric customer relationship management system), Zoho is also a solid choice for small businesses and new stores. If you think about it, in the grand scale, Magento 2 can also be considered as a type of CRM or CMS (Customer Management Solution) with the functions of information aggregation and order tracking on an intuitive interface.

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