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Lawry Matteson

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The Three Types of CRM Systems

Several CRM systems assist the company in its daily activities. They include:

  1. Operational CRM

It concentrates on three areas of business processes: the computerization, enhancement and improvement of services. These areas are based on offering customer support mostly. There are major automation applications, which support the CRM systems that aid in the computerization of marketing, selling and services process.

 

These automation applications are:

 

Marketing automation: It concentrates on automating the marketing processes. Marketing campaigns management consists of the use of the actual information of a specific customer in determining, evaluating and developing communications aiming at customers in multilevel, multichannel or individual environment. The campaigns are usually simple and use unique and straightforward communications. At multichannel environmental level, the strategies used are a bit hard and pose a challenge to many. The implementation and integration of a communication strategy is tricky. The performance evaluation and campaign’s quality should be computerized and be clear to each channel.

 

Sales force automation: CRM systems are used in acquiring new customers and dealing with existing customers. The system identifies a customer and maintains all the data. The data can be distributed to various stages, which consist of lead generation for more prospects.

 

Service automation: This application deals with managing. Examples of the operational CRM are the actual interactions with customers like websites, data aggregation systems, direct sales, call centers and blogs. It enables anyone around the organization to access customer information and gives actual views of customer needs.

  1. Analytical CRM

This is a CRM type that maintains the analysis and operations of an organizational back-office. Here, the sales are not done directly to the customers. This type is made in a mode to analyze critically the information, the demographics and anything else relating to the customers. The sole aim of analytical CRM towards the organization is developing, supporting and enhancing the decision-making in the organization. It establishes the powerful patterns and forecasts in the clients’ information and data collected from different operational CRM systems.

 

Features of analytical CRM

  • Deploying and implementing the outcome to improve the effectiveness of CRM systems and processes, and enhance relationships and customer interaction.

  • Analyzing, determining and developing comprehensive rules and methods to level and optimize the customer relationship.

  • Getting the entire important customer’s information from different channels and sources.

 

  1. Strategic CRM

The role of this CRM type is to focus and improve the knowledge of the customer and utilize it in enhancing and customizing the customers’ interactions in sustaining a strong relationship with them. Developing CRM strategies uses various steps:

 

Amplifying commitment: Strategic CRM is experienced in all business departments of the organization like distribution, marketing, finance and sales. It is very important to have the customer support and feedback to help them in determining the strategies.

 

Building a valuable project team: After securing the organizational commitment, the next thing is to develop the strategies and build an established and valuable project team. The project team members are always experts and professionals and they are involved in the decision-making of the company.

 

Requirement analysis: The strategy concentrates and focuses on the actual requirements of business. It involves questionnaires and surveys with high-level sales, financial managers and marketing to correct all the information and expectations of the customers in bettering the company. This activity is very important in developing successful CRM systems that help in business goal achievement.

 

If you're wondering what business features can web-based CRM system support examine this set of management tools.

Greg Wells
Lawry, great explanation. Thanks for sharing.
John Bergquist

I think you might be mingling the term "CRM" with "Marketing Automation" which are two different things.

Amanda Gordon

@John, wouldn't an automated campaign or autoresponders correlated to a workflow be considered "marketing  automation." The CRM is doing it's job of marketing to clients automatically...

John Bergquist

Yes, Amanda, campaigns and workflows are marketing automation features.  CRM features keep track of customers.  Hence the name "CRM, Client Retention Management."

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