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Introduction
CRM systems provide more than storage of customer data—they enable brands to understand behaviors, preferences, and purchase patterns. For overseas brands in China, leveraging CRM metrics is crucial to optimizing customer journeys and maximizing engagement. This article highlights the key metrics that reveal how customers interact with your brand across touchpoints.
1. Acquisition Metrics
1.1 New Customer Rate
- Approach: Track the number of first-time buyers acquired through campaigns, social media, or e-commerce platforms.
- Benefit: Helps measure the effectiveness of marketing strategies and identifies high-performing acquisition channels.
1.2 Cost per Acquisition (CPA)
- Method: Calculate the marketing cost spent per new customer.
- Outcome: Provides insight into campaign ROI, allowing brands to optimize budget allocation for China-specific campaigns.
2. Engagement Depth
2.1 Page Views and Interaction Rates
- Practice: Measure how customers interact with your content, product pages, and CRM-driven notifications.
- Result: Indicates the level of interest and identifies potential friction points in the customer journey.
2.2 Active Usage Metrics
- Method: Track active users engaging with loyalty programs, app features, or online communities.
- Advantage: Provides insights into which initiatives drive meaningful engagement for Chinese consumers.
3. Customer Feedback and Satisfaction
3.1 Net Promoter Score (NPS)
- Strategy: Collect NPS data to evaluate customer likelihood to recommend your brand.
- Benefit: Offers a clear measure of brand perception and loyalty in the Chinese market.
3.2 Customer Effort Score (CES)
- Implementation: Measure how easy it is for customers to resolve issues or complete purchases.
- Impact: Reduces churn and identifies areas where service processes need optimization.
4. Predictive Metrics
4.1 Churn Prediction
- Method: Use historical CRM data to identify patterns that indicate potential customer drop-off.
- Advantage: Enables proactive retention campaigns tailored to Chinese consumers’ behaviors.
4.2 Purchase Propensity Models
- Approach: Analyze engagement and past purchase behavior to predict future purchases.
- Result: Facilitates targeted upselling, cross-selling, and personalized campaigns.
Case Study: European Skincare Brand
A European skincare brand utilized CRM predictive analytics on WeChat and Tmall to identify customers at risk of churn. Personalized retention campaigns—including product tips and exclusive offers—reduced churn by 22% and increased repeat purchases among high-value segments.
Conclusion
By monitoring acquisition, engagement depth, satisfaction, and predictive metrics, overseas brands can create optimized customer journeys in China. CRM-driven insights allow for proactive, data-informed strategies that drive growth and loyalty.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
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