There are three types of CRMs that always surface when discussing what is needed for particular applications. When taking a closer look at how these three overlap, it should be noted that they are more like components of a CRM that typically comprise an enterprise system. Depending on what your business model is, you may require varying degrees of each to achieve your goals.
Operational CRM comprises the business processes and technologies that can help improve the efficiency of day-to-day customer-facing operations.
These systems involve following major automation modules:
Enterprise marketing automation facilitating:
- Campaign management
- Event-based marketing
- Cluster customer segmentation
- Individual customer segmentation
Salesforce automation tracking the sales process:
- Lead generation
- Lead qualification
- Needs identification
- Specifications development
- Opportunity management
Customer Service and Support via contact center, call center, web portal, etc.:
- Service requests
- Product returns
- Customer complaints
Analytical CRM blends analysis of customer data collected in the Operational CRM and external data. This allows you to discover behavioral patterns to improve business decisions.Information could come from systems such as Big Data, Business intelligence, or reporting. Analytical CRM includes many types of analytics such as customer analytics, marketing analytics, sales analytics, service analytics and channel analytics.
Some applications of Analytical CRM are:
Customer satisfaction evaluation & growth
Sales coverage optimization
Cross-selling and upselling
Collaborative customer relationship management focuses on leveraging interaction with customers through customer touch points for enhancing customer service. It uses the output of Analytical CRM to enhance the customers’ ability to interact in a self-service environment.
Some applications of Collaborative CRM are:
Online services for the enhancement of convenience and cost reduction
Effective communication through various channels including automated phone, email, and internet
Profiling customer information during customer interaction