What is a Customer Relationship Management system?

Customers are the center of every eCommerce business. Yet how to manage customers’ activities, and all the touchpoints with them in order to take proper next actions? In today’s digital age, technology has revolutionized how we manage these connections. There is a system called Customer Relationship Management (CRM for short) – a powerful tool that can transform the way you interact with your customers. Here we will address the question: What is a Customer Relationship management system? And delve into the B2B CRM system, which is vital to achieve sustainable growth and customer satisfaction.

What is a Customer Relationship Management system exactly?


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.

What is the role of customer relationship management? It serves as a centralized hub for collecting, storing, and analyzing data related to these interactions. CRM involves collecting customer information from various channels and storing 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 B2B CRM System 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, and 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. What is the purpose of customer relationship management? I think you can answer that now.

What is a Customer Relationship Management system’s list of benefits?


Its potential benefits are numerous.

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.

A 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.

B2B CRM strategies help 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

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

What is the best solution for enhancing the wholesale customer ordering experience? Check out BSS Shopify B2B/ Wholesale Solution App to see how amazing it is for your webstore.

What is a Customer Relationship Management System Metric?

So how to do customer relationship management? 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 is the best B2B Customer Relationship Management System?

Currently, there are many popular B2B CRM system 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.

Interested in building an online store or improve your website performance, let’s take a look at our dedicated B2B Commerce Website Development services.

Bottom Line

This is a quick look at “What’s customer relationship management system?” – which brings lots of benefits to customers and merchants. A well-implemented B2B CRM system is a powerful tool that can drive growth and enhance customer relationships. Hope this article is helpful to you!

Hoang Nguyen Bao
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