The basic concept of any CRM system, which is short for the customer relationship management system, is to build a strong correlation between customers' needs, buying habits, and business.
In the modern world, such software becomes almost the one-and-only tool that can be helpful in managing dozens of functions and collecting information about customers' needs and the ways to provide a higher service level. CRM can analyze large amounts of information and make out reports if required, no matter where the person is at the moment. However, how to select the right one, especially considering the number of CRMs currently present on the market?
With the help of https://light-it.net/blog/how-custom-crm-development-increases-business-impact/, you can create an individual SRM system. So, let's find out what type of system fits your business best.
The Blessed Trinity of CRMs
Operational CRM is the first type of platform that helps accompany the client through all life cycles. It also helps to track new customers, generate a profile for potential buyers, and convert them into contacts. Typically, operational CRM helps automate three business processes at once:
- Marketing and advertising. This part of the operational CRM platform should determine the most appropriate way to promote a product to the client. The basic module here is campaign management. It is conducive to detecting the most effective ways to contact potential customers, such as phone calls, personal meetings, emails, contextual media advertising, and so on.
- Sales. Automatic control of this process includes modules that help establish a common standard for the purchase of goods or services. You can also set up a system for attracting new clients and dealing with already existing customers. Some of the most popular modules are lead management, Quote-to-Order management, contact management, and sales forecasting.
- Service. These modules help to maintain trusting relationships with current clients by correcting problems that arise after purchasing the product. Also, they allow organizing the process of receiving incoming/outgoing calls, maintaining a record of service level based on main figures.
The second type, analytical CRM, is helpful in processing large amounts of information and identifying the most appropriate ways to work with clients. Technically, data analysis is the main and the only module of such platforms. Their work is aimed at collecting and processing customer information, which is collected from different sources, for future usage in improving the sales organization and after-sales services. Such systems can also evaluate advertising campaigns, analyze the effectiveness of a product's sales system, and help establish close relationships with customers.
The third type is collaborative CRM. Each company positions itself as an independent entity, but its departments not always can work together. Sometimes, the problem of low efficiency is hidden in the fact that certain departments do not exchange information about the client with each other. Nevertheless, the feedback about the product that the support team received can significantly improve the work of the sales team, pointing out the product’s weaknesses or customer interest in additional merchandise. It turns out that the company's divisions work separately from each other, and collaborative CRM is called up to unite their efforts. Such a platform allows exchanging data to achieve the main goals: increase sales, improve service, and identify would-be customers.
Various types of CRM have their own peculiarities and advantages. Therefore, the most important and initial task for any business is to define the strategy of its development.