The 3 Types of CRM

Operational CRM (Salesforce)

The idea of an operational CRM is to simplify the processes that are part of an organization's commercial department. A suitable platform will help to generate leads and then convert them into customers or contacts. It will also provide the necessary tools to ensure that customers remain loyal to the company over time.

To make this possible, it must have several fundamental features based on automation, focusing on 3 key areas: Marketing, Sales, and Services. Operational CRMs facilitate the work of the staff, allowing them to spend their time on more valuable tasks. For example, marketing specialists can get the help they need when organizing their email campaigns, communicating massively quickly and effectively.

This type of CRM for businesses should also be able to streamline all procedures related to the sales process. Thus, the responsible staff can interact with leads more professionally, significantly increasing their customer base.

Its automation usually includes the personalized scheduling of emails, tools to coordinate meetings with sales representatives, and competent software to manage sales calls. Operational CRMs also enable the creation of sales records and offer greater visibility of them to make everything simpler and easier.

The automation of its services creates magnificent customer experiences such as the ability to coordinate live chats, maintain leads or potential customers, and help promote the company's brand.

SMEs can benefit greatly from an operational CRM, and even larger companies can make good use of it when automating their work without administrative tasks becoming tedious and monotonous.

Salesforce is an example of an operational CRM. If you want to know what types of licenses it offers, click on the previous link.

Analytical CRM (HubSpot)

This type of CRM involves collecting and analyzing information so that companies can better serve their customers. They typically gather important data related to each customer, such as their contact information or preferences.

This platform allows companies to make the most of the collected data to use it in effective marketing campaigns and to provide a quality customer service system.

Data storage is an effective system that analysts use to collect customer data for further analysis. This system houses both current and historical information of each customer and facilitates data extraction, making it easier to handle than conventional databases.

Additionally, analytical CRMs use data mining to obtain relevant information for the benefit of the customer. This way, the company can get an idea of each user's life cycle and know how to attract, identify, or retain potential customers.

These types of CRM should also have effective tools that analyze the stored data. What they will do is evaluate them in a multidimensional way from different perspectives. This way, the company will be able to know how customers interact with their website and what their locations are, and have an approximate idea of how and when to obtain leads.

Analytical CRMs are quite technical, but they are perfect for those companies that need to understand customer movements.

Examples of analytical CRM are HubSpot or Pipedrive.

Collaborative CRM (Zoho)

A collaborative CRM allows information from the marketing, sales, and service departments to be shared among each other. The purpose of this system is for each department to gain a better understanding of the customers' desires, needs, and interests.

• The interaction management is a fundamental component in this platform. What it does is track the interactions between the company and customers generated through social media, calls, or email, among other communication channels.
• The channel management, on the other hand, is a process that uses the collected information and analyzed to find the communication systems that best suit the interests of the customers.

Companies that typically use a collaborative CRM are those that need communication between departments to flow smoothly to ensure success. If a large company does not wish to share customer information with the entire organization, this system is not for them.

Zoho is an example of a collaborative CRM.

Examples of companies for which each type is most suitable?

CRM is the fastest-growing business software. Since there is no standard CRM and each type has its own advantages, it is important to analyze which one is ideal for your business.

For example, Salesforce, of which NTS is a partner for Spain, as an operational CRM aims to simplify the processes that are usually carried out in the sales departments. It is a great option for both SMEs and larger companies.

HubSpot or Pipedrive are analytical CRMs that collect and analyze information in an effort to help your company provide a better response to your customers. A company that needs to understand its customers' movements is an example of a business that needs an analytical CRM.

On the other hand, Zoho is a collaborative CRM that helps the different departments of your company share information.

If you are thinking about automating your company's operations, take your time and review the resources of each of these systems before implementing them.