Must-have B2C CRM features
The following are the six features that are critical for the functioning of any B2C CRM. If your vendor doesn't list all of them, it might be wise to consider a different one.
Universal Customer Data Platform (CDP)
The contact management feature lets you manage customer data from a central dashboard. A user should be able to update customer details like name, address and demographics with minimal fuss. A universal customer data management system ensures everyone in your company has access to the same data and ensures seamless synergies across sales, marketing, and customer service teams. Also consider whether the CRM supports automatic updation of database from email or submission forms.
This is a core B2C CRM function and a universal data pool can significantly improve customer engagement and overall efficiency across the organization.
Advanced Analytics and reporting
A B2C CRM should be able to consume large amounts of customer data and convert them into useful, actionable insights that can contribute to the growth and revenue of an organization. Try to choose one that supports interactive dashboards, report customization and rich visual data outputs.
The ability to analyze large amounts of dynamic data quickly, easily and accurately can have major ramifications on sales, revenue and strategy roadmap for a consumer facing business.
Marketing automation allows teams to orchestrate user journey through a series of 'if-then' trigger functions. For instance, a marketer can setup the following functions whenever a user signs up for a newsletter : add the contact to the CRM, and send a series of follow-up emails. Some businesses prefer to use a standalone automation software, but they tend to be expensive, so having it built into your CRM can be a cost-effective solution.
Besides saving a lot of time and energy, these automation features also allows you to create highly personalized content and user journeys.
Real-time data processing is vital in a B2C environment where the purchase journey is highly dynamic and unpredictable. A batch-processing CRM might be cheaper, but it can negatively impact your customer engagement and experience.
A B2C CRM with real-time processing capabilities can offer you minute-by-minute update on the challenges and mindset of a customer at any point in the purchase journey, thereby helping you make quick and impactful decisions.
A CRM that can capture and unify cross-channel data from multiple sources like in-store, email, social media, SMS, live-chat etc and offer you a Single View of Customer can help you orchestrate powerful engagement and promotional campaigns.
Customer touchpoints are expected to increase even further with the adoption of IoT enabled devices and Voice Assistants. It’s imperative to choose an Omnichannel CRM for brands to stay future ready.
Deep Customer Segmentation Capabilities
Personalization is increasingly becoming a vital aspect in driving superior customer engagement and conversions. The key to delivering a personalized engagement lies in the segmentation capabilities of your CRM. Since B2C audience tends to be dynamic when it comes to purchases and behaviour, it's important that your CRM is capable of real-time updation of their profiles
For effective customer segmentation forms the core of your personalization and customer engagement strategies.