Types of CRM.

As we already discussed on the topic of “What is CRM” in the previous article briefly. Now I drive you a little bit in-depth about the “TYPES OF CRM” for which better understanding of how the CRM plays a vital role in the future business process.

Well, today we discussed 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 scope of the business workflow. They are:




Operational CRM

1. Operational CRM:

Operational CRM is mainly focused on automation, improvement, and enhancement of business processes which are based on customer support. The main importance of a CRM system lies on how the selling, marketing, and service-oriented processes are automated, and for which operational CRM systems are embedded with following major automation applications.

A.  Marketing Automation:

Marketing automation is basically focused on automating marketing processes. 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 used to deal with the existing customers but is also useful in acquiring new customers. The process first starts with identifying a customer and maintaining all the corresponding details 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 generally known as ‘customer’s history’ and the information can later be used wherever necessary. On the basis of the information, if required, the customer can easily be contacted at the right time at the right place.

Operational CRM refers to services that provide support for various ‘front office’ business processes in helping an organization to take care of their customers.

2. Analytical CRM:

Analytical CRM supports organizational back-office operations and analysis. It deals with all the operations and processes that do not directly deal with customers. Hence, there is a key difference between operational CRM and 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 analyse deeply the customer’s information and unwrap (or) disclose the essential convention and intention of behavior of customers on which capitalization can be done by the organization.

analytical CRM

The following are the key features of analytical CRM:

  • Seizing all the relevant and essential information of customers from various channels and sources.
  • The information collaboratively integrating and inheriting all data into a central knowledge base with an overall organization view.

The Analytical CRM system results to help the organisation based on values to tackle the customers and evaluates which customer is best to invest in, at an average level of the business workflow process.

CRM Collaboration

3. Collaborative CRM:

Collaborative CRM deals with synchronization and integration of customer interaction and channels of communications like phone, email, fax, web, etc. with the intent of referencing the customers a consistent and systematic way. It entangles various departments of organization like sales, marketing, finance and service and shares the customer information among them to highlight a better understanding of customers. The information regarding a specific service which is not installed in the company’s environment and intimated by the customers can be transferred to the service department to improve or install that particular service in-house.

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 –

After analysing and implementing the interaction medium it’s important to enhance the power of channels through which the customers have interacted. By using latest technological aspects for improving channel interaction could help to contact customers in an efficient way and gather the information from them to help the organization to understand the customers.

This CRM solution brings customers, process and strategies and data together so that organisations could serve and retain customers more efficiently.


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