What are CRM Systems?
Ayavin SolutionsNovember 2, 2022
What are CRM Systems?
CRM is a platform that connects all of your departments, from marketing to sales to customer service, and centralizes their notes, activities, and metrics. Every user has direct and easy access to the client data they require in real-time. This not only allows for unparalleled collaboration across teams and departments, but it also allows businesses to offer their customers something unique: personalized, one-to-one customer journeys. When compared to the limited functionality of old analog and legacy systems, you have something with the potential to revolutionize the way you connect with customers.
What are CRM Platforms?
While all of the benefits are applicable to almost any CRM, customer relationship management encompasses a diverse set of CS, marketing, and sales tools. CRM products and methodologies differ in features and focus, and they can be divided into three broad categories.
- Collaborative CRM
- Operational CRM
- Analytical CRM
1. Collaborative CRM
Collaboration CRM systems place a strong emphasis on breaking down silos. The marketing team, sales representatives, and customer service representatives are frequently separated into separate departments that feel disconnected. Each of those departments is further subdivided into an organization based on factors such as geographic location, channels served, products emphasized or skill specialties. To provide a consistent customer experience across the customer journey, however, you must be able to share information in real-time across the entire or organization
Collaborative CRMs ensure that all teams, regardless of department or channel, have the most up-to-date customer data. Customer service agents not only have access to all of the information gathered by marketing and sales teams when working with a prospective customer, but they also have access to updated data on customer interactions that occurred via email or messaging channels.
In collaborative CRM, each interaction is treated as part of a larger, integrated conversation between the brand and the customer. Customers are saved from having to repeat themselves each time they speak with a new contact thanks to the integration of departments and channels. Each employee with whom they interact has quick and easy access to a record of all previous interactions with the consumer, allowing them to consult and learn all pertinent details.
2. Operational CRM
Operational CRMs help companies automate their processes for managing customer relationships. They provide tools for better visualizing and managing the entire customer journey, even when there are many touchpoints. This begins with their first interactions with your company's website, continues through the entire lead management process as they progress through the sales pipeline, and concludes with their behaviors becoming a customer.
In most cases, automation features are included in operational CRM systems. Marketing automation, sales automation, and service automation free up some of your employees' time. This gives them more time to focus on the more creative and personal aspects of their jobs that require a human touch. It also makes it much easier for expanding businesses to continue providing excellent service.
3. Analytical CRM
Analytical CRMs help you analyze your customer data to gain valuable insights. Using digital tools and platforms, large amounts of data can now be easily collected. Data analysis, on the other hand—the process of transforming that data into something useful for your business—is a difficult task. According to estimates, more than half of the data collected by businesses is never used.
Your customer information is far too valuable to be used in this manner. An analytical CRM includes features that allow you to use existing data to identify trends in your customers' behavior. With this data, you can better understand which steps result in the most successful sales, which increase customer retention, and which customer problems are most common.
Examples of Customer Relationship Management-
Because CRM platforms contain a wealth of information about your customers and how they interact with your company, such as previous activities, conversations, and purchases, there are a plethora of potential strategies and tools for leveraging the data:
- Email marketing campaigns to track customer activity
- Surveys of customer satisfaction are being conducted.
- Connecting and evaluating social media responses
- Customer segmentation for targeted communication
- Providing personalized offers or promotions
- Informing customers about significant product updates or announcements
- Customer interaction informs content recommendations.
- Managing customer follow-up or communications
- Making use of purchase history to improve loyalty programmes
- Matching online advertising with retargeting cookies