1) Types of CRM on the market and their advantages
CRM has become the fastest growing business software on the market and more and more companies have this high potential tool. However, given its latent need, it is necessary to have a rough idea of the types of CRM that exist in order to choose the ideal one for each business.
NTS is a Salesforce CRM partner and our main objective is to accompany companies in the process so that their digital transformation becomes a reality. The market continues to grow and companies are starting to trust this type of platform, so we will show you the different types of CRM on the market and their benefits so that you can manage your leads and improve the customer experience. We have started!
Types of CRM for companies
Since there is no standard CRM, we will explore different alternatives to meet different needs: operational, analytical or collaborative CRM. Once you know them, you will be able to choose the right one.
Operational CRM
The idea of an operational CRM is to simplify the processes that are part of the sales department of an organization. A proper platform will help generate leads and later convert them into customers or contacts. It will also provide the necessary tools to retain customers to the company over time.
To make this possible, it must have several fundamental features based on automation, focusing on 3 key areas: Marketing, Sales and Service. What operational CRMs do is make the work of staff easier, so that they can spend their time on more valuable tasks. In this way, marketers, for example, can get the help they need to organize their e-mail campaigns, communicating massively, quickly and effectively.
This type of CRM for businesses should also be able to streamline all procedures related to the sales process. This will allow the staff in charge to interact with prospects in a more professional manner, significantly increasing their customer base.
Their automation usually includes personalized e-mail scheduling, tools for coordinating meetings with sales representatives and competent software for handling sales calls. In addition, operational CRMs allow for the creation of sales records and provide greater visibility into them to make everything simpler and easier.
Automating your services creates great customer experiences such as the ability to coordinate live chats, retain prospects or leads and help promote your company's brand.
SMEs can benefit greatly from operational CRM, and even larger companies can make good use of it to automate their work without making administrative tasks tedious and monotonous.
Analytical CRM
This type of CRM is about collecting and analyzing information so that companies can better serve their customers. They normally collect important data related to each customer such as contact information or preferences.
This platform enables companies to take full advantage of the data collected for use in effective marketing campaigns and to provide a quality customer service system.
Data warehousing is an effective system that analysts use to collect customer data for further analysis. This system houses the current and historical information of each customer and facilitates data retrieval, being easier to manipulate than conventional databases.
In addition, analytical CRMs use data mining to obtain relevant information for the customer. In this way, the company can gain insight into the life cycle of each user and know how to attract, identify or retain potential customers.
These types of CRM also need to have effective tools that analyze the data stored. What they will do is evaluate it in a multidimensional way from different perspectives. This way, the company will be able to know how customers interact with its website and what their locations are and have a rough idea of how and when to get leads.
CRM analytics are quite technical, but they are perfect for companies that need to know the movements of customers.
Collaborative CRM
A collaborative CRM allows the sharing of information from the marketing, sales and service departments. The aim of this system is for each department to better understand the wishes, needs and interests of the customers.
Interaction management is a fundamental part of this platform. What it does is track the interactions between the company and the customers generated via social networks, calls or e-mails, among other communication channels.
Channel management, on the other hand, is a process that uses the information collected and analyzed to find the communication systems best suited to the interests of customers. Companies that typically use a collaborative CRM are those that need smooth communication between departments to ensure success. If a large company does not want to share customer information with the entire organization, this system is not for them.
Each type of CRM has its own advantages and it is important to recognize these in order to make the best decision. If you are considering automating your business operations, take your time and review the resources of each of these systems before implementing them.