A connected B2B ecosystem: Benefits of integrating CRM and ecommerce

B2B ecommerce is growing and evolving. In this time of growth, estore owners must focus on standing apart from the competition, and the best way to do that is through personalization.

CRM has an important role in personalization. It is a gold mine of information on an account or use that can help create personalized experiences for B2B ecommerce customers. In this article, we discuss the possible use-cases for CRM-ERP-ecommerce integration, potential opportunities in leveraging personalization, and the role your implementation partner can play in this.

CRM plays a vital role in a B2B ecommerce ecosystem; a connected setup of multiple systems that enables the sales team and customer service team with relevant information and helps them serve the customers better. Below are a few use cases where the CRM integration with ERP and ecommerce can actually improve the end user experience.

Improve Customer Experience

Customer information available in CRM can be put to good use in many ways. One primary role is to provide relevant information on a customer portal. Customizing this portal based on information in CRM can actually help estore owners reduce dependency on a customer support team, which saves time, resources, and reduce errors due to human intervention.

The other benefit of building a connected ecosystem is designing an omnichannel experience for the estore visitors. Building an omnichannel, seamless experience requires estore visitor data which resides in the CRM. By bringing together CRM, ERP, and ecommerce, you are truly creating an omnichannel experience for customers.

Customizations

Most ecommerce players thrive on standardization. As this is a limitation with most ecommerce players, some set themselves apart by bringing customization into the mix.

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