(1) Characteristics of customer relationship management under the background of cross-border e-commerce
The booming development of cross-border e-commerce has brought great development space to enterprises, but also posed great challenges to enterprises. From the perspective of the external environment of enterprises, cross-border e-commerce has changed the way customers buy, and information has become more transparent, but competition between industries has also become more intense, and the promotion costs of enterprises have become increasingly high. This requires enterprises to maintain old customers while attracting new customers to prevent customer loss.
From the perspective of the internal environment of enterprises, the development of cross-border e-commerce B2C has made foreign trade customers more numerous and small, and customer information data has become more numerous and scattered, making it more difficult for enterprises to manage customer relationships. Customer relationship management can scientifically and comprehensively classify enterprise resources, including specific classifications such as customers, competitors, and partners. Managers use scientific and systematic methods to analyze customer background information and transaction behavior data, and then determine customer needs and even potential needs, and formulate corresponding marketing strategies to provide customers with satisfactory products and services, so as to help enterprises gain more customers and create greater customer value, thereby bringing more profits and sustainable competitive advantages to enterprises.
(2) The importance of maintaining customer relationships
First, effectively save costs. Like physical stores, sellers want more customers to know and understand their products, and necessary promotion costs are inevitable. Sellers need to use various online channels to let the public know their products in the form of advertisements. These channels to increase product traffic include the through train of the AliExpress platform and the keyword search ranking of Google. However, the cost of promotion through these platforms is very high, and with more and more sellers entering the cross-border e-commerce platform, these promotion costs are also increasing year by year, and the operating and management costs of sellers are also getting higher and higher.
Second, enhance the competitive advantage of sellers. Establishing a good cooperative relationship with customers and building a loyal customer base can establish a lasting competitive advantage for sellers and create profits for sellers. Therefore, having high-quality customer resources has become a competitive advantage for cross-border e-commerce sellers.
Third, obtain more market share. By establishing good customer relationships and turning ordinary customers into loyal customers, not only can the sales of goods be stabilized, but the word-of-mouth promotion of loyal customers can also attract more new customers, increase the market share of the store, and win more profits for sellers.
Fourth, it is conducive to developing new customers. As mentioned above, word-of-mouth marketing, through word of mouth of old customers, not only can enterprises reduce the distrust of new customers in products, but also can establish a good brand image for enterprises, expand the audience, tap the potential market, and win many potential customers for enterprises, thus bringing huge profits to enterprises and enabling enterprises to achieve strategic development. Therefore, customer service staff maintain good customer relationships, and customers will naturally become the company’s advertisers, bringing more new customers to the company.