CRM – Customer Relationship Management
A system for storing customer data, communication history, and purchase history. Enables segmentation, personalization, service tracking, and lifecycle management. HubSpot, Salesforce, Klaviyo.
In practice
A CRM is the business's 'memory.' Without one, a rep doesn't know what a customer bought. With one: 'Hi Alex, you bought X a month ago — we have Y that complements it.'
Common misconception
'Klaviyo is a CRM.' Klaviyo is an ESP with basic CRM capabilities. Stores with active service teams and B2B operations need a dedicated CRM.
How to fix it
CRM underused? (1) Is data syncing properly? (2) Is the service team actually using it? (3) basic workflows: new customer, VIP, at-risk, (4) clean up duplicate contacts.
Example
A store with online and physical channels had separate CRMs. Connecting to HubSpot let the in-store rep see online history. In-store AOV rose 22%.
Priority
Choose by size: small → Klaviyo. Medium → HubSpot Free. Large → Salesforce. The key: syncing with the store, ESP, and service systems.
Related terms
Keep learning. Metrics that touch the same area:
- Email MarketingMarketingA direct marketing channel. Average ROI: $36 for every $1 spent. Generates 20-30% of revenue for mature stores.
- Customer ServiceCustomer ExperienceEvery post-purchase interaction — questions, complaints, issues. Channels: chat, phone, email, WhatsApp. Directly impacts NPS, LTV, and reviews.
- API – Application Programming InterfaceTechA 'language' for communication between systems. A store connects via API to shipping providers, Klaviyo, and payment platforms. The API is the 'pipe' through which data flows.
- Headless CommerceTechAn architecture that separates the front end (what the customer sees) from the back end (catalog, payments, inventory). Gives full freedom in design and channel integration.
- CDP – Customer Data PlatformTechConsolidates customer data from multiple sources into a unified real-time profile. More advanced than a CRM — pulls behavioral events and enables instant segmentation.
- Marketing AutomationTechSystems that trigger automatic marketing actions: cart abandonment → email, purchase → thank-you SMS, 90 days without a purchase → win-back campaign.
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