How to Use PIM System to Improve Customer Experience

There are many reasons companies implement Product Information Management (PIM) systems, but improving customer experience (CX) is rarely one of them. However, the customer experience is closely related to how we manage product information. In this article, we’ll explore how leveraging PIM can enhance CX and its benefits.

The Synergy Between PIM System and CX

Large organizations deal with millions of products in various variations. Product data is scattered in many places; in the case of international projects, the number of systems greatly increases. The large volume of data from various sources translates into challenges in consolidating, importing, and managing data.

From the customer's perspective, a wide range of products usually means a more complex purchasing path. Any gaps or errors in product descriptions or any difficulty choosing the suitable variant can lead customers to abandon their purchase. This is where PIM systems come in handy.

PIM systems allows businesses to effectively manage millions of products (and product variations) and a complicated product lifecycle. It enables data consolidation and standardization, making it easier to manage and improve the quality of product descriptions. PIM helps to improve the customer experience by providing a more accessible and intuitive product selection process. It also provides consistency in product information across various distribution channels.

Therefore, the more complex a company's product offering, the more they should consider implementing a PIM system.

Boosting Customer Loyalty with PIM Systems

Implementing a PIM system can have a significant impact on customer loyalty. By providing accurate and consistent product information across all touchpoints, customers are more likely to trust the brand and return for future purchases. PIM allows for better product data management, including easier management of product variants, updated information, and product attributes. This leads to a more seamless and personalized customer experience.

Moreover, PIM system ensures that all product information is consistent. No matter where customers access it – on an e-commerce website or a social media channel – the information remains the same.

Using PIM system also allows for a more efficient and effective order fulfillment process, resulting in a faster and smoother customer experience. Overall, PIM enables organizations to provide a better customer experience, which translates to customer satisfaction, loyalty, and advocacy.

According to HubSpot’s State of Service Report, the top 10% of your customer base spends 3x more than your average customer.

Source: https://blog.hubspot.com/service/customer-loyalty-trends

How PIM System Streamlines the Customer Journey

PIM systems simplify the path to purchase for customers by providing accurate and up-to-date product information across all channels. By eliminating the inconsistencies and errors that can arise when data is spread out across multiple systems, customers can make more informed purchasing decisions.

But PIM systems can also benefit the teams responsible for managing product information. By automating and streamlining various processes – such as production, logistics, marketing communication, and partner collaboration – productivity can be increased across the board.

One example of this is Pimcore, a leading PIM system. It automatically checks the quality of data and sends a notification to an employee about any missing information that needs to be added. This eliminates the need for manual data checks and saves time for employees, who can then focus on other essential tasks. By automating these tedious and time-consuming tasks, PIM systems can help teams to work more efficiently and effectively.

This not only translates into higher team productivity, it also improves CX. Customers who have access to complete information can make purchase decisions without the need for additional research on other websites. This is a crucial benefit for a company. Inadequate product descriptions are the reason 98% of people abandon a purchase on a specific e-commerce website; 87% prefer to shop in a place that provides more detailed product information.

PIM System as a Key Supporter of Omnichannel Retail

A Product Information Management system should be flexible. The ability to build any data models (or to use the built-in graphical editor) allows for easy adaptation to the specific needs of different sales channels. To best support an omnichannel strategy and optimize customer experiences, it's beneficial for PIM software creators to offer users a range of additional functionalities, such as:

  • Master Data Management (MDM).
  • Digital Assets Management (DAM/MAM).
  • Customer Data Platform (CDP).
  • Content Management System (CMS).

This set of functionalities also helps to improve the employee experience by automating internal processes. PIM system relieves employees by automatically providing product information to all sales channels, partners, and distributors. Product information is stored in one easily accessible location, which improves service quality. With all information at hand, employees can quickly answer customer questions or recommend specific products, thereby enhancing the shopping experience.

In summary, PIM system impacts CX by delivering what customers expect: quick, clear, and comprehensive product information. When this data is readily available, companies can launch marketing and sales initiatives faster and see greater conversions and sales support.