As mentioned in a previous post, there are many types and situations where Customer Relationship management can play a part. May it be in front office operations, back office operations, business relationships, or in data analysis, CRM is applicable and useful.
The vastness of the range where Customer Relationship Management services can apply to is mostly due to the fact that it has various types. These variations in the application of CRM enable it to suit the different needs of people who use it. From the operating side, analysis and even up to Sales, there is a specific type of CRM that can help.
One variation is Operational CRM. Operational CRM provides support to “front office” business processes where Interactions with customers are needed. This type would generally be storing customers’ contact histories, that make it easier for the company’s staff to access them and study. Through CRM, information such as the products owned by the customer or prior support calls, as well as time of availability can be easily obtained by the company staff.
Another aspect is through analytical CRM. Analytical CRM gathers all the data about a certain customer or demographic and comes up with a decision on which course of action is the best to use through it. Analytical CRM can be used when designing and executing targeted marketing campaigns, analysis of customer behavior in order to make decisions relating to products and services (purchasing power, buying prefferences, etc.) and financial forecasting and customer protifability.
Finally, one of the more famous use of CRM is for Sales Intelligence. This is similar to analytical SRM but is centered on direct sales. Through the use of Sales intelligence CRM aspects of sales such as Switch-selling opportunities , customer drifts, sales performance, and customer alignment and trends are easier to notice and easier to utilize for improving sales.
Aside from these three, there are also other ways in which CRM can help your business. What is important is finding a good service which can match your needs and capabilities.
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