All B2B companies thrive based on the strength of their customer relationships. After all, your customers can’t achieve their business goals without you meeting their demands, schedules, and budgets.
For a long time, B2B customers were content to email or call their sales rep when they needed to place an order or check on the status of one, but the fast pace of business has made those types of interactions impractical.
Today’s busy buyers value self-service. They want to jump online, place an order — or reorder from a previous purchase — quickly and easily and get on with their day.
But how do you extend to your website the white glove treatment your sales reps have long provided your customers? The answer is simple: by integrating your CRM system to your BigCommerce platform, you can offer all of your customers the same level of personalization they get when speaking directly to your sales teams.
What is CRM?
If you’re not familiar with customer relationship management (CRM) systems or the functionality they provide, these are software solutions for organizing and centralizing all aspects of your relationship with your customers.
You can use your CRM to store up-to-date-contact details and track all interactions your prospects and customers may have with your organization, whether it’s with their sales team, a customer care rep or the shipping department. You can also use a CRM system to manage details about each customer’s account, including custom pricing, subscription levels, delivery times and any other contract terms you’ve negotiated with them.
Just as importantly, a CRM system allows you to create targeted newsletters, drip campaigns, promotions, contract renewal reminders and any other communication needed to prompt a prospect through the sales funnel or keep a customer loyal to your company. You can market to just a subset of customers and prospects who meet specific criteria, target your entire customer base, and any other division in between.
And it’s not just about promotions and offers. A CRM lets you segment customers based on their buying habits and send appropriate communications when needed — e.g. alert them when you’ve added new SKUs to your product catalog that may be of interest to them.
Why Integrate Your CRM to Big Commerce?
When you integrate your CRM system to your BigCommerce site, all of the detailed information you have with regards to that client — custom catalogs, preferred pricing, billing arrangements, shipping details, order status, open tickets and so on — are made available to your eCommerce site in order to enhance their online experience.
Put another way, your customers have all the data they need to place an order or check the status of one quickly, efficiently, and accurately.
Benefits of CRM Integration for B2B Sites
By integrating your CRM system to your BigCommerce site you can offer the best of both worlds: unparalleled self-service and white glove treatment. Your customers will see their individual preferences reflected whenever they engage with your eCommerce site.
They can also keep you abreast of any changes, such as when new buyers and junior buyers come on board, or leave the company, add the shipping address for a new project or warehouse, provide updated PO numbers, and so on.
When you integrate your CRM system to your BigCommerce site, all of your customers will see the custom catalog, special pricing, and payment details they’ve negotiated with your company automatically.
They’ll also see the critical data points that may have a direct impact on their own operations: inventory availability, expected delivery dates, shipping costs and so on.
And rather than pick up a phone or send an email, your customers can check an order status and access past orders for quick and easy reordering.
By integrating your CRM system to BigCommerce, you can extend all the promotions you create in your CRM system to your eCommerce site. For instance, when you send an email with an offer, you can ensure that the customer sees the appropriate inventory and pricing if they click on that link. Alternately, you can send targeted messages to users when they sign on to your eCommerce site, alerting them that the promotion is ongoing.
Finally, enabling robust self-service among your customers means that your sales teams will spend less time answering routine email messages and phone calls and more on finding new customers and building your upper funnel.
Managing Customers with BundleB2B
Okay, so maybe your company is not quite ready to implement a CRM system for the first time, or fully integrate your existing one with your BigCommerce site. BundleB2B offers many features that allow you to offer your customers white glove treatment as they engage with your eCommerce site:
Enable your customers to manage their corporate account and set up multiple tiers of buyers who have specific roles and permissions.
A site navigation system that allows users to narrow down search results by a number of filters.
Assign custom price lists by customer, and ensure they see that personalization whenever they sign on to your eCommerce site.
Pre-Approved Payment Options
Establish pre-approved payment options (ex: purchase orders) to support each customer’s preferred payment option.
Enhanced Sales Management
Sales Rep Quoting
Sales representatives can create a quote and provide additional discounts to customers on top of pre-arranged pricing.
Manage all B2B customer accounts from one centralized location.