Instant gratification is all around us.
We take a photo on our phone, upload it to social media, and watch those likes, comments, and follows roll in.
Back in the day, you had to take photographs with a film camera while on vacation, wait until you got home, and then find the time to bring the film to a store to get the photos developed. This process could take weeks.
Can you imagine having to do that now? Our need to be reminded constantly that internet strangers who love us could absolutely not handle that.
Businesses are on the flip side of that: they need to be the ones to deliver those instant experiences to their customers in order to be successful.
Sending an email confirmation seconds after a customer completes an order.
Reminding customers of important upcoming events and appointments.
Constantly communicating sales, promotions, and discounts to customers as needed.
B2C businesses are no strangers to fulfilling the instant gratification needs of their customers. But how do they do it?
The answer is with a B2C CRM system. This piece of software is the engine to a car, the production team to a movie, the giant cane that pulls a terrible act from the stage.
In other words, the B2C CRM is the behind-the-scenes hero that organizes, manages, and facilitates customer communications.
Let's take a closer look at the ins and outs of this software.
Selling isn't one size fits all. You have to know your customer and how to reach them so you can sell to them effectively. But once you've reached target customers, you have to manage your relationship with them for your business to see long-term success.
CRM software takes care of customer management by allowing you to create and maintain customer accounts, manage sales pipelines, handle incoming leads, create automations, and more.
But a CRM solution that works for a B2B organization may not work out as well for a B2C-focused organization. Typically, CRMs have features and benefits that cater to a specific type of customer, either B2B or B2C.
As a refresher, here are some key high-level differences between B2B and B2C:
|
B2B |
B2C |
|
Sells to other businesses |
Sells to the end consumer |
|
May offer volume discounts, different pricing tiers (common with SaaS) and customer-specific discounts |
Offers a singular pricing option for all customers |
|
Long, non-linear sales process that's measured in weeks and months |
Short, linear sales process with little or no touchpoints |
|
Purchases are heavily researched and often go through multiple channels before a sale is confirmed |
Purchases are often more emotionally driven |
When we outline the differences between B2B and B2C clearly, it's not difficult to see why CRM software providers would need to build their systems to target one or the other.
Let's get into what differences a B2B CRM may have from a B2C CRM.
Most CRMs look pretty similar at first glance: the ability to manage customer accounts, check. Handle incoming leads, and check. Set up automations for sales and marketing, check. If you're just looking at the basics, it's easy to think that any old CRM can handle your B2C customers.
B2B CRM systems target sales and marketing in a different aspect than B2C, where marketing efforts are more focused on personalization and emotional appeal rather than being informational (although that sentiment has been creeping into the B2B space in recent years).
Some CRMs say that they can handle both B2B and B2C customers, like Salesforce, which adds to the potential confusion when picking one out. We'll get into more details on that later, so put a pin in that thought for now.
Instead, it's important to realize that B2B and B2C CRM software should have distinct differences in focuses and solutions that heavily influence their approach to customer relationship management.
This is how B2B and B2C CRM systems differ from each other on a high level:
|
B2B CRM |
B2B CRM |
|
Fewer leads to manage |
Lots of leads coming in from multiple sources |
|
Company level account management (often more than one contact per customer account) |
Customer management is on the individual level |
|
Longer sales cycle with more touchpoints |
Shorter sales cycle with few touchpoints if any |
|
Sophisticated sales pipeline (less predictable sales and successful sales require more reminders, follow-ups, and pipeline progress tracking) |
Straightforward sales pipeline (more predictable sales and an increased focus on sales management) |
|
More customer support is often required, including after-sales support |
Typically requires less customer support as sales are often quick and final |
Table source: Sales Hacker
Many of the aforementioned B2B and B2C CRM differences, as you may have noticed, relate to the different overall ways that customers are reached, qualified, and moved through the sales process.
While this table covers the high-level ways that B2B and B2C CRMs differ from each other, there are more ways that these CRMs can differ from each other that affect more of your bottom line, such as:
It's no secret that feature-filled software systems typically come at a higher cost than less complex systems. B2B CRM software generally includes more nuances that cater to a longer, more complex sales cycle and more involved customer relationship management.
It can sometimes be difficult to pinpoint price differences for B2B CRM versus B2C CRM systems, as many of them will claim to be able to handle both types of customers. The solution is to look at the features the CRM offers and determine if those features align with what you need for your business. Once you've done that, you can compare prices.
For instance, Salesforce offers CRM software ranging from several hundred dollars a month to several thousand — depending on your chosen features, while less feature-rich CRMs like Ringy only go for $109 per month. While Ringy doesn't have the same capabilities as Salesforce, you have to ask yourself, are all those extra features going to be used, and are they worth the significant extra cost?
Your initial thought might be, “more features are better”, but more features tend to mean more complex software and more complex software needs more onboarding and training time to teach everyone how to use it.
In fact, onboarding and training are often touted as a significant hidden cost of CRMs. It's not so much that the CRM provider is trying to actively hide this cost, it's more that companies don't consider just how much internal time training will take up.
Thankfully, a B2C CRM tends to be less complex software-wise than a B2B CRM.
No matter which CRM you choose, training time will need to be factored into the adoption process. Just be aware that taking on a CRM with features you don't need but are essential to know when learning the software can add training time that you didn't anticipate.
B2C is about catering to a wide audience, typically more so than B2B. When you're trying to reach so many potential customers at once, and with the often-cited five-minute customer response time rule looming, reaching everyone within a reasonable amount of time can seem impossible.
CRM marketing automation is the clear answer, but there are differences in how it's used effectively depending on whether you're a B2B or B2C business.
CRM automation allows you to reach a wide audience through targeted campaigns like:
Because automation is used differently from B2B to B2C, it's important to concentrate on the use-case scenarios for your business and adjust your CRM feature expectations accordingly.
B2C companies typically deal with a much larger volume of incoming leads when compared to B2B companies, which changes how leads are handled with each type of business.
For instance, a B2C company may want a CRM with a more streamlined, quick sales pipeline system than a B2B company, which would likely want the ability to set rules for lead assignment, manually organize leads, and more.
If you're a B2C company and your leads are getting lost in your CRM because of complex preset rules that cater to B2B, then you're missing out on customers. On the flip side, if you're a B2B company with a CRM that doesn't allow for rule customization for incoming leads, the same problem occurs: leads get lost in the system.
That's why it's important to consider how the CRM you choose deals with leads and determine if it works for your business.
The CRM software that B2C and B2B businesses use can vary greatly. This is because the two types of businesses have different customer bases, sales cycles, and marketing goals. Allow us to elaborate below.
B2C customers typically have a shorter buying journey than B2B customers. This is because B2C purchases are often emotional and impulse-driven, while B2B purchases are more rational and deliberate.
B2C CRMs need to be able to manage high-volume lead generation, and nurture leads through the sales funnel quickly and efficiently. On the other hand, B2B CRMs need to support complex sales cycles involving multiple stakeholders and decision-makers.
B2B businesses often have to manage complex account hierarchies with parent companies, sub-companies, and multiple levels of contacts. B2B CRMs need to be able to track all of these relationships and interactions to provide a complete view of each customer account.
B2C businesses typically have less complex account structures and mostly need to track individual customer interactions and preferences, but they don't need to be as sophisticated as B2B CRMs regarding account management.
B2C businesses tend to have a broader audience than B2B businesses. B2C CRMs need to be able to support mass marketing campaigns and track customer engagement across various channels.
B2B businesses typically have a more niche audience. These CRMs need to be able to target and nurture leads more precisely, and they need to be able to track customer interactions across a longer sales cycle.
Often, a CRM will say whether it caters to a B2C business or a B2B business. But other times, a CRM provider will say it can do both. A B2B and B2C CRM may indeed have similar features and capabilities, as we've seen, but distinct feature differences prove to serve one better than the other.
So, how do you separate the wheat from the chaff and pick a B2C CRM solution that will benefit your business?
The trick is to focus on the features that will be the most beneficial. To get there, make a list of use-case scenarios by talking to sales, marketing, customer support, and any stakeholder at your company who can provide useful information about how a CRM would make their jobs easier.
Here are some questions you can ask:
CRMs come in various shapes and sizes, from goliaths with endless features to straightforward offerings with just a few key components. Your job is to determine what the most important features are for your business and then choose a CRM that works for you.
Common CRM features that would benefit a B2C business could include:
As your business grows, priorities and deliverables change. If you're a startup or a similarly fast-growing business, you don't want to get stuck with a B2C CRM that you'll have to update within a year or two. Therefore, you want to choose a B2C CRM that will be able to meet your needs as your business scales up.
For instance, ask yourself if the CRM:
Sales and marketing automation are very important for B2C businesses, as they can trigger when a customer performs actions like adding products to the cart, signing up for emails, or responding to a text message.
Marketing automation can be handled through your B2C CRM software, but not all CRMs are equal in terms of the marketing automation capabilities they provide.
Common marketing automation that benefits most B2C businesses are:
Once you've determined which CRM features are the most important to your business, you'll want to gather a list of CRMs that meet those needs and fit within your budget and time allotted for onboarding. From there, you can narrow your list further by taking advantage of free trials, software demos, and consultation chats with salespeople.
Let's talk user experience! One critical aspect often overlooked is how easy the CRM system is to use. A user-friendly interface can significantly impact your team's efficiency and, ultimately, customer journey. A clunky, complex interface might lead to frustration and, ultimately, a dip in productivity.
Look for a B2C CRM system with a streamlined, intuitive user interface. This includes a layout that's easy to navigate, clear labeling, and a logical flow between different features. Don't underestimate the power of a smooth user experience; it can make all the difference in your team's workflow.
Businesses rely on many tools and software to manage various operations in the current digital landscape. This is where integration capabilities come into play. A B2C CRM system that seamlessly integrates with your existing tools, such as email marketing software, e-commerce platforms, or social media management tools, can streamline your operations and provide a holistic view of customer interactions.
So, look for a CRM system that offers robust integration capabilities to ensure a smooth flow of data and a comprehensive understanding of your customers' behaviors across multiple touchpoints.
Remember, a B2C CRM system isn't just a piece of software; it's a strategic asset that can elevate your customer relationships to new heights.
You may have an idea of what you want your B2C CRM software to include, but with so many options available, it can be difficult to choose the best CRM service for your business.
We've compiled a list of the B2C CRM solutions that provide a good balance between features and costs for B2C business owners.
It might seem obvious that we'd mention Ringy, but in terms of an easy-to-use CRM that has a great call and SMS functionality, Ringy deserves a mention in our list. Control conversations with click-to-call dialing, SMS and email drip campaigns, and integrated calendars, contacts, and reports.
In addition, Ringy provides essential calling features like local caller ID, mobile support, and progressive dialing to support your sales and marketing efforts. All at a cost-effective price of $109 per month, you're getting a bang for your buck!
This management and scheduling platform provides enough functionality to make Agile a good choice for an all-in-one B2C CRM. Marketing automation with workflows and a drag-and-drop interface make building automation for email and SMS easy and intuitive.
There's also a built-in social media management system, email marketing analytics, mobile marketing functionality (for SMS campaigns), and calling features such as click-to-call.
Do you primarily use the Google Suite to manage different aspects of your business? If you do, then Copper is a good B2C CRM choice. This CRM integrates into your existing Google Workspace and provides increased workflow functionality for your entire team, making it easier for your team to adopt since it adds functionality to the software they already know how to use.
In addition, many functions can be taken advantage of directly from your Gmail inbox, meaningless tab, and window swapping to get the needed information.
As a comprehensive sales, marketing, and customer service CRM, Hubspot is pretty well-known in the business world. Hubspot's services are offered in buckets or “hubs,” so it's easier to choose the exact features you need for your business and add more functionality as you grow. Social media management, marketing automation, sales features, and more are all here, so you don't have to worry about the lack of features with Hubspot.
A free version of Hubspot is also available if you want to try it out. However, as with most free software, the functionality is limited to entice you to buy the full version, so be aware if you're going to try it.
Do you use messaging and organizational tools like Slack and Calendly to manage your B2C business? Then Messagely is a B2C CRM that you should take a second look at. With live chat, a team inbox, and targeted messaging capabilities, Messagely provides the tools you need to keep in contact with customers.
Plus, aside from its ability to integrate with Slack and Calendly, it also integrates with commonly used tools like Google Analytics. For more functionality, you can add it to larger CRMs like Hubspot or Salesforce.
CRMs are commonly used business management tools for organizations of all types, from B2B to B2C. While CRMs provide similar functionality, features, and benefits across the board, there are some that are better suited to B2B businesses and some that are better suited to B2C.
The differences between B2B CRM and B2C CRM solutions may seem small when you look at it from a high level but as soon as you get into the nitty-gritty of the system the differences are clear:
B2B CRM solutions cater to a more complex business environment with a longer sales cycle and more customer touchpoints, whereas the best B2C CRM is going to be more focused on shorter sales cycles, a more straightforward sales pipeline, and quick customer support.
If you're looking for a great B2C CRM with enhanced calling features and a plethora of marketing automation, Ringy is a great choice. Book a demo with us today and let us walk you through our software.