Building Corporate Memory and Insight with CRM

When you operate an e-commerce model for your B2B, B2C or B2B2C marketplace operations, you need to manage the complex data of your customers and/or sellers and their customers from different sources in rational ways. In your e-commerce endeavors, it is complicated when your interlocutors are a large number of sellers and buyers. In such an environment, it becomes difficult to ensure a holistic commercial flow that is profitable for both parties, and for those who want to stand out in a tough competitive environment, it is important to nurture individual relationships to make a difference. On the other hand, the relationship building and maintenance aspect of communication is as critical for e-commerce players as it is for those in the field. It is very difficult for businesses that cannot grasp the importance of this to gain development momentum, if not in terms of theoretical physics, then in terms of marketing communication. 

Customer Relationship Management (CRM), short for ‘Customer Relationship Management’ in English, is the golden key to the e-commerce market. A system that integrates complex information about your customers from different sources strengthens your hand in every aspect of customer relationship management. 

Running an e-commerce business requires adding more value in today’s competitive environment. Focusing more on relationship building, managing and maintaining relationships with a network of partners, vendors, customers and leaders in line with the right strategies are important steps on the road to success. Supporting customer relationships with CRM integrations enables the management of a complex network of relationships through systematic processing, in other words, creating business performance from the power of data.

CRM is a combination of practices, strategies and technologies that a company uses to analyze customer interaction in order to efficiently build and manage relationships with various target groups. The main goal of CRM is to make efforts as ‘customer-specific’ as possible through various moves in the communication process from the first contact to the final situation. Examples such as sending personalized greetings to customers on their birthdays, offering personalized discount campaigns or informing customers quickly at every stage of the shopping process can be listed among CRM applications. 

When CRM is systematically implemented within a strategic planning framework, supported by software integrated in accordance with the business model, it enables the strengthening of relationships with existing customers or the acquisition of potential customers. When the entire end-to-end process is monitored with deep data, a business-specific digital data-based guide for strategic planning can be obtained and new campaigns can be created in the light of evaluations. In addition, results such as understanding customer expectations and analyzing consumer behavior, which may vary according to the business model, make it easier to achieve important business goals such as improving sales processes, increasing performance in the workforce, creating brand value or increasing existing brand value, reinforcing customer loyalty, etc. 

In addition to analyzing consumption behaviors in the digital environment, the integration of CRM software offers the opportunity to use this information in relevant processes by presenting complex data stacks from feedback in campaign management in a holistic manner. Thus, transforming a complex process such as deep learning and creating analysis over complex data, classification and solving notifications into a process that contributes to business processes ultimately increases the performance of the business. For all sales processes, being able to collect data in a single center brings a significant liberation, making it easier to manage the workflow, measurability and flexibility according to the evaluation.

Thanks to cloud technology, it is possible to store large amounts of data and use it when needed. Especially in business models such as B2B, where business processes are more complex, storing and backing up large data warehouses through a cloud at low costs helps to maintain CRM activities functionally. Thanks to the integration between cloud computing systems, a single and holistic functioning is created in e-mail or sms systems, call center system, ERP and other systems that can be integrated.

The information systems that businesses need, the centers and server platforms where data from call centers and similar sources are collected, are the areas where all memory is created and used. Cloud storage and backup used in these areas offer convenience in creating a cost-effective archive. In customer communication, receiving and transferring information from additional centers in a holistic manner is provided on a single screen, making the process much easier. 

When cloud computing systems, which provide the basis for creating a corporate memory, are integrated with each other; it creates a significant potential in relations with existing and potential customers, distributors, suppliers and other external stakeholder groups, enabling data classification and management with detailed data and related data to capture various business opportunities. All kinds of documents, records, written communications and data stacks are transformed into a great memory that is constantly elaborated and developed in communication with your customers, giving you the ability to maneuver in customer management.

Creating efficient buying experiences for customers and ensuring that existing customers do not switch to competitors is an important issue in e-commerce. In other business models than B2C, e-commerce becomes more complex. Hence, there is a need to support the presence of various target groups on e-commerce platforms while offering them the ability and flexibility to manage their own customer relationships. That’s why it’s important to have robust and flexible CRM integrations to facilitate critical processes such as the business-to-business sales process and the transmission of customer data related to orders and payments to the right vendors.

In business models where different processes are involved between different vendors, CRM helps to open the doors to success in commerce by ensuring that the data required for a single standardization is presented efficiently. Cloud services add capabilities to this system, such as secure storage and fast transfer of data. For more details: https://www.map.com.tr/services/managed-cloud-services/

B2C, B2B and B2B2C are different business models. Yet, in the end, in all business models, customers desire buying experiences at similar rates, with similar expectations, and walk away when their needs or expectations are not met. CRM efforts help a business to analyze customer expectations well, provide customers with the flexibility to meet their needs, and lay the groundwork for building loyalty. 

Strong relationships between a business and its suppliers, distributors and similar interlocutors affect both sales and communication in the long run. All marketing and/or communication plans are built on managing this strategically. The goal of meeting customer expectations and needs, which forms the basis of the business objective in strategic planning, is the starting point of all efforts. Successfully analyzing the angle from which action will be taken towards the target in order to achieve the target affects the success of the entire process with a chain effect.

CRM, which passes through the sales process supported by planning in the fields of marketing and communication, provides businesses with the basic equipment necessary to create campaigns where customer relations are at the center. If the corporate memory and insight created at this point is strong, customer needs and expectations can be identified and met to the same extent. In this sense, it is valuable for businesses to receive digital consultancy support in CRM applications that are beneficial for their development and permanence. For more details:
https://www.map.com.tr/solutions/edijet-marketplace-integration/

Every business aims to provide customers with a unique customer experience. The processing of data from various channels in CRM leads to specific and efficient results in customer relations. The corporate memory and insight created with CRM provides an understanding of customer expectations and analysis that will be the basis for strategic plans. In this way, CRM applications, depending on the development of accurate analyzes, bring with them a rising sales graph and accurately angled predictions. It also prepares the basis for the organization to make rational and bold decisions, to follow new trends and to gain the ability to maneuver and adapt quickly by taking the pulse of changing market conditions. This means a significant and radical improvement in communication in businesses, from increasing brand value to supporting the reputation of the organization as the ultimate goal.