Most manufacturers of free crm systems focus mainly on B2B companies. And retailers and shopping centers also need their own Customer relationship management system.
A simple example: a customer card of a traditional system consists of dozens of fields and a lead database of up to ten thousand. CRM, which “for physicists” requires, well, from the strength of fifteen fields per contact, but the number of leads can reach hundreds of thousands.
First, let’s ask a fundamental question: what are the differences between B2C companies and B2B?
B2C companies usually:
- Have orders of magnitude more customers, more market segments and much more target audiences
- Get lower average transaction value
- Have a higher average purchase frequency
- Understand the decisive role of emotions in making purchasing decisions
- Sell through retail stores, e-commerce and use payment terminals
In the case of trading through a network of distributors, they may not have access to data on sales of their goods at all.
Not surprisingly, the marketing approaches of B2C companies are significantly different. Where B2B companies are “ selling ” just the “mainstream”, B2C organizations are “offensive” with loyalty tools in their hands, are considering maximizing transaction value and frequency of purchases, increasing the customer’s life cycle and need to obtain detailed information about consumer behavior. With the faculty management software you can expect the best there.
Next, we will analyze in detail those functions that a self-respecting CRM system should have in its arsenal in order to proudly carry the “approved for B2C companies” nameplate:
Coupons, vouchers, contests and polls
Retailers use coupons and vouchers to increase the frequency of sales. To measure the effectiveness of such campaigns, they need intuitive tracking tools. They also use contests and surveys to collect data as a tool to attract new customers.
B2C companies use loyalty programs to maximize their share in the customer’s wallet.
Support: Connecting with customers on Twitter
B2C companies use social networks as one of the most important marketing channels, because their customers often use them very actively. And since such work is the foundation for building consumer experience for such companies, the inclusion of interaction with customers through networks in CRM systems is extremely important for obtaining a holistic and objective portrait of a single consumer.
The specifics of working with a basket of brands
Together with many brands, one often has to deal with their teams, intermediary companies and the corresponding set of marketing tools. In such situations, companies should take care of obtaining information only on their core brands (or on groups of brands), especially when a third party is used (for example, an intermediary company). Similarly, consumer mailing and preferences should be managed: it should be based on the brand, and not the business as a whole.
In a B2B company, a sales team calls up customers and receives calls from them. Conversely, B2C companies often use customer interaction centers. Moreover, customer calls usually relate to after-sales service, and not to the sales themselves. Accordingly, the free crm systems for a B2C company should have a full-featured user interface that will help contact center employees quickly access any customer information for effective interaction with them on service issues. The simplicity of the program’s interface for the center’s employees is the key to effectively solving customer problems, forwarding their requests to company specialists and tracking requests received through all kinds of channels. It turns out that the ideology of Omni channel interaction with customers rises in the case of b2c in full growth.