Customer Relationship Management


The Different Forms of Customer Relationship Management

7 Oct , 2017  

The commercial market is a very unforgiving place where there second opportunities are very rare. Herein a customer lost is a sale lost for ever and can never be recovered. Hence to be able to find a footing and constantly grow in such a competitive environment, it is supremely important that:

  • The information shared is right,
  • The client giving the information too knows how to benefit from it and
  • The time is right for achieving the sale.

Hence communication plays a supreme role in the make and break of a business. The customer relationship management software is the most important tool used to maintain a very high level of interaction with customers and communicate both with prospective and existing clients and customers. The primary goal of this software is to provide a good quality of relevant service after gaining a thorough understanding of the client’s needs, wants and behavioural patterns with regards to sales.

In order to achieve this objective, there are three types of customer relationship management applications. They are:

  • Operational CRM which helps to stream line certain business processes like sales, service and marketing automation. The main purpose of this is:
    • Generation of leads,
    • Conversion of the leads into contacts,
    • Gaining all relevant details pertaining to a contact and
    • Providing proper service throughout the lifecycle of the customer.
  • Analytical CRM is mostly for people in the top management and those people in the sales and marketing team who have the ability to determine ways and means to serve their customers better. It analyses data coming in from different touch-points to gain a better understanding of the effectiveness and efficiency of the system.
  • Collaborative CRM deals with sharing of information among the different aspects of a business like sales and marketing team, the technical support team, the customer service team etc.

Each of these types has its own features and advantages. Hence deciding the strategies and goals of a company beforehand ideally enable the company to implement the best type of customer relationship management software.

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