What is a CRM?

CRM stands for customer relationship management. A CRM platform collects, consolidates, and analyzes customer data from email marketing, phone calls, social media, and website interactions. CRMs allow brands to engage with people based on their preferences, which ultimately deepens relationships.

The benefits of a CRM platform

  • More revenue: CRM platforms centralize data so you can understand what drives people to buy from your brand.
  • Improved productivity: Data centralization helps you and your team be more efficient and avoid misunderstandings or miscommunication.
  • Detailed customer profiles: CRM platforms provide a comprehensive understanding of your customers’ shopping behavior and interests so you can predict the next orders and values and plan accordingly.
  • Repeat purchases: As CRM platforms contain all the data you need to identify and resolve potential issues and improve customer experience, they boost customer retention and loyalty.
  • Better marketing: In-depth data on customer behavior and preferences serves as the basis for creating personalized messaging for each segment.

How to get started with a CRM platform

Here are the basic steps for setting up and using a CRM platform:

  1. Import existing contacts from your SMS or email list. 
  2. Set up sign-up forms to capture new subscriber information and import it directly into your CRM.
  3. Integrate other tools you’re currently using to centralize data.
  4. Map out the customer journey. Segment and create profiles based on people’s behavior, demographics, and purchase history.
  5. Add relevant team members and customize permissions.
  6. Set up targeted SMS and email flows for customer onboarding, relationship nurturing, and timely assistance.

A marketing automation platform like Klaviyo is an excellent addition to your ecommerce tech stack. Its CRM functionality gives you:

  • A deep understanding of your customers’ behavior and their next moves
  • Individual profiles for every customer so you can track brand engagement and interactions for easier assistance
  • Comprehensive segmentation options for personalized messaging

Ready to optimize customer relationships? Sign up for Klaviyo.

Additional resources