WHAT IS A CRM AND WHAT IS IT USED FOR?
CRM stands for Customer Relationship Management, which refers to putting the customer at the heart of the strategy using CRM software. This software helps customers choose one brand over another by storing all customer information and centralizing all customer-related activities.
CRM is a term that has existed for a long time, but from its inception, it wasn't taken very seriously by companies, or worse, it was misinterpreted and reduced solely to activities like call centers. What truly changed the way we view customer relationship management was the technological advancement we have today, allowing us to understand the meaning of a CRM system, what CRM is, and the different types of CRM that exist.
What is a CRM system?
It's a technological tool that supports the company's strategies. This software or system allows for tracking customers, enabling better segmentation.
Once you know the customer and their needs better, it will be much easier to offer them a product that fits their profile, achieving customer satisfaction and loyalty.
How many types of CRM systems are there?
Operational
This type of CRM system focuses on using applications that help collect sets of customer information and then store it in a single file. For example, it will gather a customer's contact information, purchase history, and any previous communication they've had with the company on a website so that employees can provide them with prompt service and responses tailored to their needs.
Sales force automation
This CRM system will keep a record of each stage of the sales process, helping employees automate activities such as creating reports, scheduling calls, and sending emails.
Analytical
Analytical systems will analyze customer data from an analytical perspective to develop sales and marketing strategies. Databases are analyzed, and then, using techniques such as data mining, patterns and trends are identified.
Collaborative
Collaboration systems focus on integrating external contacts, such as suppliers and distributors. This allows customers to be proactive in improving the service they receive from the company by providing them with a support center, new tools, and technologies like instant messaging.
Campaign Management
This is a combination of analytical and operational systems, as it can store, analyze, and track the company's various campaigns. It can also be effective for targeting specific customer types by sending emails, calling them, or using email marketing with special offers.
Sales intelligence
This is similar to an analytics system, but it is used as a sales tool for employees who can observe sales trends and performance.
To determine which type of CRM system is right for your company, it's important to understand that this varies depending on the number of employees, the number of customers, the type of product, and the company's business model.
