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Value of a CRM Integration

By Anna Krasnykh February 7, 2019 4013 Views No comments

What makes a merchant successful? Is it offering the best product? Is it about variety? Or price? Today, marketing gurus argue that it is all about the Customer Experience. Consumers might make that initial purchase because they liked a product on your site, but what will make them come back time and time again is the service they received. Perhaps they bought a sofa on your website and based on their purchase, you suggested other pieces of furniture to complete their room, which they now LOVE. Or maybe they purchased some household items and you offered them the convenience of having a subscription. They no longer have to remember to place the order ahead of time! Knowing the customer's needs, understanding their journey, being able to effectively report on that data and make quick decisions helps businesses leap forward in a highly competitive market of ecommerce.

Customer Relationship Management (CRM) platforms have been instrumental in helping merchants make this leap possible. For example, Salesforce CRM has been the leader in the market for many years and offers a great variety of tools allowing you to capture the customer journey from lead conception, all the way through a revenue-generating account.

Magento has established itself as the best eCommerce platform in the SMB space. With the release of Magento 2, it has also rolled out an impressive set of tools for their Enterprise clients, which is available as part of their Magento Commerce offering. Magento offers extraordinary cataloging, order management, and fulfillment capabilities.

It makes for a meaningful and seamless shopping experience, allowing you to run your business in an intelligent way.

But how beneficial is it to use both systems concurrently? Is there value in integrating the two?

Let's talk about the first part of the question first.

Absolutely! It is our recommendation to use both Magento and Salesforce in conjunction if you want to be able to make smart decisions based on real data. Tying both systems together will give you a more holistic view.

Let's look at a couple of examples. Imagine generating interest in your product via an email campaign, a conference, digital or a print ad. Those various marketing channels help you gather information about your target audience. Salesforce helps you to keep track of your potential customers (aka. leads), whether you are a B2B or a B2C shop, and enables you to maintain all of your engagements with every individual in one place. It may take several communications (phone, email, and so on) to ease your potential customer into your core offering and eventually become a loyal customer.

Let's return to the potential customer. At some point, he or she will become more inclined to buy something from you. Salesforce suggests using the Opportunity object at this stage. Depending on your business model, there might be a light or a cumbersome negotiation process that takes place before the customer is happy and is ready to commit. For example, your team may need to send a quote from Magento, but you without the integration you wouldn't see it in Salesforce.

In the retail world, the process leading to a sale might be more straightforward, but every merchant still has a similar pre-sale process where the customer needs a little push before they commit. Based on our observations every single eCommerce site, regardless of the business model, has:

  • visitors who are just browsing
  • a small population of visitors who register for some incentive but never purchase anything
  • a group of customers who add products to their cart, but never convert because they either change their mind halfway through the checkout process or they think they might be overpaying and go somewhere else to compare.

Without the integration between Magento and Salesforce you, as a merchant, would only see part of the picture regardless of what system you are looking at for analytics. In our experience, Salesforce is often not exposed to the whole side of the eCommerce business. This includes the process of invoicing a customer, collecting the payment, shipping the goods, providing tracking information, return merchandise authorizations, and finally refunds. The integration between Magento and Salesforce helps close this gap offering the merchant a look at information that is complete.

Would you like to learn more about what you can achieve by integrating the two platforms? Visit our Magento – Salesforce integration page and contact us if you want us to help you bridge the Magento and Salesforce worlds together. We will be happy to hear your story and share some insights specific to your business process. Let us help you elevate your business to the next level!

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