What is a CRM System? A Revolution in E-commerce
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What is a CRM System? A Revolution in E-commerce

Author  Natalia Wiszewska

Estimated reading time: up to 4 minutes

In today’s dynamic e-commerce world, suppliers and manufacturers must constantly seek innovative solutions to achieve success and gain a competitive edge. One such solution is the CRM system (Customer Relationship Management), which can transform traditional approaches to customer relationship management and revolutionize the e-commerce industry.

But what exactly is a CRM system, and what benefits can it bring to online suppliers and manufacturers?

Table of contents

What is a CRM system and how does it work?

A CRM system is an advanced tool that enables the organization, management, and monitoring of all customer-related information. It works by collecting, analyzing, and processing data essential for effective customer relationship management. A CRM system integrates various departments and processes within a company to ensure consistent and effective actions in sales, customer service, and marketing.

Specifically, a CRM system can be used for:

  • Collecting
  • Analyzing
  • Processing data that is crucial for effective customer relationship management.

By analyzing data from a CRM, you can better understand your customers and tailor your sales strategies accordingly, which translates to increased customer loyalty and improved financial results.

Clickup crm
One example of a CRM is Clickup

Benefits of CRM in e-commerce

Personalizing offers

With a CRM system, you can collect various types of data about your customers, such as:

  • Purchase preferences
  • Purchase history
  • Notes
  • Feedback

This information can be used to create personalized offers that catch customers’ attention and increase the likelihood of making a sale.

For example, if a customer regularly buys skincare products, the CRM system can record these preferences and deliver personalized offers on related products, such as moisturizers, toners, or face masks.

This way, the customer receives offers that are relevant and interesting to them, increasing the chances of completing a purchase.

crm vs personalisation
Zalando uses user data obtained, among other things, from CRM to send them personalised e-mails

Automating customer service processes

A CRM system also automates many customer service processes, saving you time. Through automated responses to service requests, notifications about new offers, or order status tracking, suppliers and manufacturers can provide fast and efficient service even with a high volume of inquiries.

For example, when a customer submits a service request regarding a technical issue, the CRM system can automatically assign the request to the appropriate technical support department and send the customer a confirmation of receipt.

Subsequently, the system can track the progress of the repair and regularly update the customer on the status of their request. This way, the customer receives quick and regular updates about their issue, increasing their trust in the company and improving the quality of customer service.

Improving customer service

A good CRM system provides access to the complete contact history, enabling better customer service. You can easily track all interactions with customers, such as:

  • Emails,
  • Live chats,
  • Phone calls,
  • Service requests.

This way, when customers contact the company, you can quickly find their information and provide them with fast and effective assistance.

Increasing sales through better contact and lead management

A CRM system allows for better management of contacts and potential customers, which can lead to increased sales.

  • Manage leads
  • Track and evaluate your contacts
  • Prioritize sales activities

By doing this, you can focus your efforts on the most promising customers and optimize the sales process.

Why invest in a CRM?

👉 Competitive Advantage

By better managing customer relationships, personalizing offers, and operating more effectively, you will attract and retain more customers.

👉 Scalability

A CRM system allows for efficient management of more customers and orders, which is crucial for business scalability. You can flexibly adapt your sales processes to changing market conditions and ensure high-quality customer service even with a heavy workload.

👉 Integration with other tools

Many CRM systems offer integration with other tools, such as payment systems or analytics tools. This makes it easier to manage the entire sales process, from the moment a customer places an order to the finalization of the transaction.


A CRM system is an extremely valuable tool. Investing in this technology will bring you a competitive advantage, business scalability, and integration with other tools, which is crucial for success in today’s digital world.

Ultimately, CRM systems not only facilitate customer data management but also enable data analysis, allowing you to better understand your customers’ preferences and behaviors.

This, in turn, allows for the creation of more effective marketing and sales strategies tailored to the individual needs of your audience.

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