The CRM system is software that helps companies manage customer relationships. Customer Relationship Management (CRM) is a digital resource gaining popularity among SMEs and businesses. CRM systems are fundamental tools for understanding, managing, and improving interactions with customers.
The goal of the system is to build and consolidate long-lasting relationships with customers, foster loyalty to the company and brand, and contribute to making the business more profitable and efficient.
Through a database that feeds each interaction with different customers, CRM identifies patterns, behaviors, and trends among people using products and services.
Choosing the ideal CRM that fits the business model and company is essential for achieving greater efficiency and automation.
Below, we will explain the main 3 types of CRM, their benefits, and advantages. Also, how to choose the ideal software to achieve process optimization based on customer data.
Types of CRM Platforms
There is a variety of CRMs to use, and choosing the one that best suits the needs of the business, its size, and the level of investment for customer management is crucial.
Operational CRM
The main focus of this system is the automation of business processes, such as contact management, sales, and marketing. It is a simple CRM that allows companies to organize and simplify daily tasks that used to require a lot of time or manual effort.
Another advantage of CRM is that it helps optimize processes related to customers. The primary and central objective is to unify the various activities and tasks of the company's areas in a shared interface to optimize and increase the productivity of the team.
The characteristics of these types of CRM are tools that allow the automation of processes within the company. Higher efficiency and speed for daily tasks through:
- Marketing Automation: Optimizes and automates various slow and tedious tasks with email marketing, allowing reaching and contacting customers.- Sales Automation: Scheduling emails for customer leads, tools to coordinate appointments and meetings with sales advisors. Software that allows coordination and recording of sales calls.
- Service Automation: Live chat, assistance with knowledge bases, and frequently asked questions pages. Delegating tasks through ticket creation.
Which type of companies benefits from the Operational CRM format?
Operational CRM is the path sought by a company or SME that wants to automate the workflow and allow employees not to waste time on daily tasks. They should have the possibility to focus on creative aspects or those that require more collaboration.
Analytical CRM
Its main feature is the collection and analysis of data to provide better service to customers. It collects information such as their preferences, as well as contact and much more.
The key points of this CRM are:
- Data Storage: It contains current and historical data in the same platform to make data analysis and collection processes easier.- Data Mining: It tracks information and data trends relevant to customer interests. This leads to a better and complete version of the customer lifecycle to identify, attract, and develop potential prospects.
- OLAP Tools: Analysis of stored information. Evaluates multidimensional data from a variety of perspectives. Availability of data on how customers interact online with the site (location, login).
Which type of companies benefits from Analytical CRM?
This CRM is ideal for businesses looking to leverage all the data available about customers to understand how they operate and behave on the website. Unlike operational CRM, analytical CRM management has a higher level of complexity. Some kind of training is necessary to use all the technical tools provided by the software.
Collaborative CRM
Collaboration is at the center of this software's operation. The marketing, sales, and service departments share and collaborate with all customer information. This system allows simultaneity within the company for greater efficiency and decision-making based on customer data, desires, interests, and needs.
Main features of the software:
- Interaction Management: Tracks customer interactions with companies on social networks, emails, phone calls, among other communication channels. Allows for a firsthand record of contacts with customers and prospects, as well as notes that team members have about these interactions.- Channel Management: Takes the collected and analyzed information to find the most suitable communication system to meet customer interests and needs. Encompasses various systems such as sales, customer service, and marketing.
Which type of companies benefits from Collaborative CRM?
Companies that seek or need collaboration and communication between departments and flow of information to ensure success. If the company does not believe or feel comfortable sharing all customer information freely across all departments, this CRM is not suitable.
Advantages and Benefits of CRM
- Efficient management of available data
- Increased customer retention rates
- Improved customer experience with added value
- Increased collaboration and internal communication across different areas of the company
- Optimization and automation of processes to achieve greater productivity
- More efficient decision-making based on data
- Personalization of services tailored to customer needs and requirements
Conclusion
The choice of CRM type depends on the specific needs and goals of the company. It may be necessary to combine several types of CRM to create a comprehensive customer relationship management strategy. It's important to note that the implementation of a successful CRM requires proper planning, employee training, and the selection of the right technology.
An example of a CRM is Creatio, a low-code - no-code platform that allows automating workflows with a maximum degree of freedom.
In summary, CRM plays a crucial role in customer relationship management. Choosing the right type of CRM can make a difference in how your company interacts with customers and, ultimately, in its business success.
