Today’s world increasingly accommodates human interactions through virtual spaces. It is a reality that the use of digital platforms is essential in many fields, be it academic, labor, or social, and companies are not alien to this reality. That is why the relationship and customer service through virtual channels is one of the great challenges, and opportunities, of companies. For this, there is CRM (customer relationship management) a digital tool that will help you have an assertive relationship with your customers and thus improve your service and the profitability of your business.
As the relationship with clients is a long process and it comes in different forms and for different purposes, CRMs respond to these different needs, but they must be combined in the best way. Next, we will explain how many types of CRM there are and what they are specifically for at each stage of the life cycle of interactions with your customers.
There are three types of CRM on the market that will be the best allies for the work teams of any company regardless of what types of products or services it offers. In SQDM you can find all the support and guidance in everything related to CRM that we will talk about in this article.
The first type of CRM that exists is the Operative. This is the one that performs the most functions in the digital accompaniment of your clients. It is almost that the manager of communications and relationships of your company in the life cycle that lasts each interaction with your clients or potential clients. It covers three areas of business processes: sales, marketing, and services. Its functions are so diverse that it allows us to have an overview of the interactions of each specific client.
Operational CRM automates sales and marketing to save time and ensure that no contact or task is left undone. Undoubtedly, its function of personalized contact with each client is the distinctive feature of this digital assistant that generates this personalization based on the data of each client and, for example, helps to determine the interaction times in each case to know at what time of life cycle stayed the last interaction and resume the process from that point. In addition, it allows you to obtain new customers thanks to a qualification of leads or data to discover who are the highest priority potential customers or who have a better chance of becoming customers in the future.
In general, the functions of the Operational CRM are varied and range from automated communications to online payment management or complaint and claim resolution. The use and analysis of automated data help reduce human errors in different parts of the customer relationship process, thus increasing the profitability of the company and the management of work teams.
The second type of CRM that we will talk about is Analytical. This oversees collecting, organizing, and analyzing customer, marketing, sales, and service data to help make better business decisions in a faster way. Unlike the Operational, the Analytical CRM does not focus on directly relating to customers, but rather analyzing their actions, detecting possible patterns of behavior, and giving meaning to that data.
An analytical CRM detects cross-sell or upsell opportunities. It also allows the construction of the buyer’s personality, showing which are the contact points that work the most to lead someone to become a customer, this helps to determine where the best customers come from and how to sell them better.
The third type of CRM that exists is the Collaborative. This oversees analyzing and synchronizing the interaction data of each client to improve the level of satisfaction and therefore aim at customer loyalty. Its goal is to work based on the data provided to make post-service decisions and thus maximize profitability and income by strengthening the clientele. To achieve the results of satisfaction in the interaction cycle, internal and external actors of the organization are taken into accounts, such as distributors, sellers, or brand representatives.
In this case, the type of Collaborative CRM does not focus on getting new customers or analyzing data from potential customers, but its objective is fixed customers to maintain their loyalty process. This facilitates the communication of the work team, helps to break communication silos, and to share information among the team members.
Finally, it improves data integration to have a more complete view of customers, allows support, help, or constant support to customers through the communication channel of their choice, and thanks to the synchronization of information on the platform Aim that the company’s messages are based on real needs or problems.