Types of CRM.
It’s a great privilege to catch you again on the familiar subject of Customer Relationship Management. As of now, we previously discussed the topic of “What is CRM?” briefly. Now I drive you a little bit in-depth about the “TYPES OF CRM” for a better understanding of how the CRM plays a vital role in the future business process.
Well, today we are going to discuss on the topic “How many types of CRM” and what type of CRM applicable to different business workflow structured organizations. Let us see…
Types Of CRM:
There are 3 kinds of Customer Relationship Management (CRM) based on the business workflow. They are:
1. Operational CRM:
Operational CRM is mainly integrated with improvement, automation and achievement of business processes which are based on customer support. The main crucial part of a CRM system lies between the automation of selling, marketing and service-oriented business workflow for which operational CRM systems are incorporated following major automation applications.
A. Marketing Automation:
Marketing automation is basically focused on automating market for which the technology exists to do repetitive tasks like emails, social media and website actions. In marketing, campaign management involves marketers to use customer-specific information, evaluate and develop communications.
B. Sales-Force Automation:
A CRM system is not only deal with the existing customers but also focused on acquiring new customers. This process starts with identifying a customer, communicate via media and maintain the corresponding details of the customer into the CRM system.
C. Service Automation:
Service automation deals with managing the organization’s service. The actual interactions with customers such as contact, direct sales, direct mail, call centers, data aggregation systems, web sites, and blogs, etc. Each interaction with a customer can be collected to the client database which is known as ‘customers history’ and the information can be used later wherever necessary. On the basis of the information, if required, the customer can easily be contacted at the right time at the right place.
2. Analytical CRM:
Analytical CRM supports organizational back-office operations and analysis. It deals with all the operations and processes that do not directly involve customers. The major difference between Operational CRM & Analytical CRM.Unlike from operational CRM, where automation of marketing, sales-force and services are done by direct interaction with customers and determining customer’s needs, whereas analytical CRM is designed to analyze in-depth the customer’s information which discloses the necessary convention and intention of the behavior of customers for capitalization done by the organization.
The following are the key features of analytical CRM:
- Seizing all the relevant and essential information of customers retrieved from various channels and sources (like emails, Social media and mobile).
- The information collaboratively integrating and inheriting all data into a central knowledge base with an overall organization view.
3. Collaborative CRM:
Collaborative CRM focused on the synchronization and integration of customer interaction and channels of communications via phone, email, fax, web, etc. A Consistency and Systematic approach refer to the customer’s intention in collaboration CRM. It implicates various departments of an organization such as planning, sales, marketing, Accounting & billing, customer support service and shares the customer data among them to get a better understanding of customers with respect to the organization. The information regarding a specific service which is not installed in the company’s environment which was informed by the customers can be transferred to the service department to improve or install that particular service in-house.
Collaborative CRM can be broadly classified into two categories:
Collaborative CRM can be broadly identified in two aspects:
1. Interaction Management –
This management process deals with designing the communication or interaction channel process within an organization which is specific to customer interaction and finally enhancing the extent of communication between both the parties. The communication channel depends on the customers’ preference for how they require the interaction to be dealt with.
2. Channel Management –
The adoption of latest technological aspects for improving channel interaction which could help to contact customers in an efficient way and gather the information from customers which helps to achieve the organization goals by making the mutual understanding between customers and organization.