A customer (let’s name her Kate) is shopping in a Magento-based web store. Having browsed for a while, she chooses a dress. Kate can’t decide upon the size and uses live chat to ask for help. The help comes in a minute – a sales assistant consults Kate on the size chart and guides her choice. Pleasantly surprised with a prompt and professional customer service, Kate completes the purchase and leaves.
In two week, Kate gets an email from the store giving her an early access to a new collection. Flattered, she can’t resist the temptation to choose a new outfit for her friend’s birthday in five days. But she worries if she gets the order in time. A sales assistant from the live chat informs her about a fast delivery option and asks if the dress she bought last time fits well. Kate is impressed by such a caring attitude. She places the order and decides to return to the store again.
What allowed the store to manage their customer relationship so efficiently? There is a hint to the answer in the question itself. Having integrated a CRM (Customer Relationship Management) system in their ecommerce business, merchants get a 360-degree picture of each buyer. When all pieces of customer information including personal details (like name, age, email and phone), purchasing history, interactions with customer support and reaction to promotions get centralized, sellers can use this comprehensive customer profile to personalize sales.
We have once talked generally about Magento-CRM integration. Now, we strive to detail it and see how Magento gains power when combined with Salesforce, one of the world’s leading CRM systems. Let’s find out if Magento to Salesforce integration is a winning solution for an ecommerce business.
Nowadays, ecommerce marketers aim at tailoring campaigns to buyers based on their preferences and purchasing behavior. But, tracking down each and every customer to make individual promotions for them is hardly possible. Salesforce comes to help with its Marketing Cloud – a full-featured marketing platform that revolutionizes the way businesses communicate with customers. The solution offers an impressive toolset that covers all steps of marketing activity from collecting and analyzing customer information to automating personalized promotions and evaluating results. Here is what you will get if you choose to integrate Magento and Salesforce Marketing Cloud.
We will start with Salesforce DMP (Data Management Platform) as it brings together all customer information. Not only does a Salesforce customer profile store data from Magento (personal information that a customer provides at the registration and purchase history), but it reflects marketing activities initiated in Salesforce and buyer-seller interactions as well. From there on, Salesforce DMP triggers artificial intelligence to segment customers and open a way to personalized communication.
As merchants get their customer data centralized, they can set out a smart marketing strategy. Salesforce has a number of solutions for this purpose.
1. Email Studio. Knowing the importance of email marketing campaigns in ecommerce, Salesforce comes up with a modern email tool that meets the three primary aims – it allows creating visually appealing emails easily, targeting customers with relevant messages and tracking the results. This is all the more important for Magento-based businesses as the default functionality for email marketing lacks these crucial features.
To start with, users take customizable templates as the basis and further experiment with content blocks to achieve the desired look and feel of future emails. A responsive design ensures an excellent viewing experience on any device. Salesforce Einstein, an artificial intelligence technology, is responsible for personalizing the content for each recipient. Once an email is ready, users select a customer segment(-s) and schedule the dispatch. To evaluate the efficiency of the campaign and perfect it in the future, they can run A/B testing and generate advanced performance reports.
2. Social Studio. Ecommerce businesses seek for efficient social media presence to reach huge audiences of Instagram, Facebook, Twitter, etc. Social Studio brings control over all business accounts in one place. It enables creating appealing content, tracks mentions of a company across multiple social networks to keep merchants aware of customer feedback and allows a customer support team to start a conversation and address issues directly in social media.
3. Mobile Studio. Salesforce adds a new channel of customer communication to ecommerce businesses. Mobile marketing will be particularly interesting to owners of Magento-based stores as it represents a revolutionary new way to keep in touch with customers via SMS, push notifications and group messages.
4. Advertising Studio. This platform powers smart ads campaigns. Advertising Studio allows reaching more customers with targeted and timely advertisements, particularly in Google search and social networks (Facebook, Instagram, etc.). Marketers can exclude unwanted customer segments not to disturb them with irrelevant offers. For example, there is no point in showcasing special discounts for the first purchase to repeat customers.
5. Interaction Studio. Aiming to provide ecommerce players with a powerful tool for a quality relationship with customers, Salesforce adds Interaction Studio. It allows for tracking a customer journey across all channels. Merchants get insights into what customers like and what pushes them away. This, in turn, is instrumental for targeted re-engagement with lost buyers.
With Journey Builder, merchants can create relevant shopping journeys for different customer segments. From welcome emails for new shoppers to re-connecting with those who have been inactive for a while, they vary techniques to engage with customers and guide them through the purchase.
As Salesforce offers a drag and drop builder, the process of developing customer journeys is very convenient. A user selects a customer segment and maps out the path. For example, first-time buyers can be scheduled to get an email with new offerings in a week after their purchase, an SMS reminder in two weeks and a discount coupon in a month. Depending on whether this journey yields the expected results, marketers can continually modify it.
As you see, having integrated Salesforce Marketing Cloud into a Magento-based web store, merchants have no excuses to fail at marketing activities. They hold all the cards. But Salesforce potential for ecommerce businesses doesn’t end here.
Slow and ineffective customer support is detrimental for conversion rates. If web store visitors face challenges and need assistance in any aspects (guiding through product assortment, tracking the delivery, returning goods, etc.), they expect an issue to be resolved promptly. Making them wait longer, merchants put their reputation on the line. With that in mind, Salesforce offers an advanced solution for customer support in ecommerce. Service Cloud is a next-generation platform for efficient maintaining of customer communication and serving buyers at each step of their journey. Let’s take a closer look at the key features.
The performance of support agents goes up when cases across all channels (email, live chat, phone, social channels) are stored in one central place. Having all customer details as well as the history of previous interactions on the screen, agents don’t irritate customers by asking for the same information again and again. An intuitive interface allows them to easily drag and drop the information they need.
Customer agents can take phone calls without leaving the service console. With a customer profile having all contact details including phone numbers, they don’t need to search for required information after picking up the phone. A new case that a customer initiates by phone gets automatically added to his or her profile.
Together with Social Studio from Marketing Cloud, Social Customer Service allows talking to potential customers in social media. The requests are delivered directly to customer support team who can efficiently handle them and invite social network users to visit a web store.
When configured precisely to meet business needs, Service Cloud distributes customer requests according to agents’ competence and current workload. Accordingly, employees update their status instantly to indicate if they are ready to tackle a task. Urgent requests are always first in line to ensure their immediate processing.
Now that we have understood the power of Magento integration with Salesforce, let’s go straight to its implementation.
The need to integrate two separate systems – Magento for ecommerce component and Salesforce for customer management – is unquestionable. If they operated separately, employees would have to waste an enormous amount of time to transfer data from Magento to a CRM system manually. Moreover, the risk of human errors would grow. To search for a simple and effective solution to bring two systems together, we looked into Salesforce AppExchange. Indeed, this Marketplace for enhancing the CRM functionality offers a number of apps for the integration of Magento and Salesforce. They provide a two-way synchronization of data so that any update made in any of the systems gets automatically transferred to the other one. As the apps implement the same idea but may differ in details, we would recommend engaging Salesforce consultants to analyze your business requirements and choose the best solution for you.
Seeking to know their customers better and personalize sales, ecommerce players can’t neglect the power of integrating their Magento-based business with a CRM system. With all the capabilities enumerated in our article, Salesforce is an excellent choice to run smart marketing campaigns and stand out with first-class customer support. Centralizing comprehensive business information and offering a wide range of perks, it fundamentally changes the way merchants can communicate with customers. Still, choosing to complement their web store with Salesforce, companies need to explore the platform deeper to meet their business goals and not to get overloaded with excessive functionality and its associated higher cost.
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