CRM, Customer Relationship Management ( Customer Relationship Management), is a type of 360o management that includes a set of practices, business strategies and technologies focused on the relationship with the client.
As we mentioned before, we are immersed in digital transformation, where new technologies are part of our daily lives, both personally and at work. Relations have also changed, and in the labor market, a new concept emerged; the Customer experience. So CRM is fully involved in it.
CRM strategies are being one of the corporate technologies important within the business world, since they use customer information in a very effective way.
What does a CRM do?
It basically deals with store the information of customers, both current and potential, of their activity with the company, telephone calls and all types of interaction they have had.
We are not referring to a simple list of contacts, it goes further, since it gathers a series of very important data with which the teams in charge of serving the client can be prepared and updated, with personal information, their history and purchase preferences.
Objective of Customer Relationship Management
The ultimate goal, or what you are trying to achieve with a Customer Relationship Management (CRM) is to be able to improve the business process and favor the relationship between the client and the company or organization. All the tasks to be carried out within the sales, marketing and customer service department are brought together on the same platform so that communication is much more effective.
In addition, they also aim to offer companies ideas on how to improve customer service, satisfying their needs.
Types of CRM
There are different types of CRM based on their main objective or function. In addition, we can also differentiate CRM according to access alternatives.
CRM objective or main function:
OPERATIONAL CRM
He is in charge of managing all customer relationships. Obtain information about them regarding the products or services offered by the company. Its main objective is the creation of different strategies during the process of selling to the client.
In addition, the operational CRM is in charge of automating the different processes so that both the client and the companies have a better experience when interacting.
It is the most requested CRM within companies that are beginning to use this type of service, since it deals with the three main departments.
COLLABORATIVE CRM
It is the CRM in charge of analyzing and monitoring all the interactions that customers have in the different communication channels.
It is a method of managing customer relationships where different departments of the company, such as sales, marketing, etc., distribute information about customers for greater profitability, and thus increase customer satisfaction and loyalty.
Its main objective is that the client has the best possible service, improving their attention and increasing their trust and satisfaction with the company.
ANALYTICAL CRM
Analytical CRM is responsible for analyzing, as its name suggests, all kinds of information about customers who have passed through the company, current customers, and those who are yet to come.
His way of analyzing is global, and what he tries to achieve is the most specific information on each client through the amount of data and information that he collects.
An important part of analytical CRM is that with all the information acquired, you can classify customers into different groups. Whether by types of behavior, tastes, personality, etc. This helps to know more exactly what customers need, what they are looking for, and how they can behave with the services or products offered by the company.
Benefits of having a Customer Relationship Management (CRM)
Next we are going to leave you a series of the most important benefits of having a CRM for your company or business.
- You can have all the relevant information of your clients in a database.
- You save time and effort thanks to the automation of repetitive processes.
- You can carry out different communication strategies more effectively and easily since you store all the data in one place.
- Collaboration between different departments of your company increases.
- It favors the capacity and productivity of work thanks to the integration of additional tools that help the team.
- You can obtain information about how your company is doing and how the strategies you employ work since you obtain reports and reports on it.
En GumsUp, we are specialists in in loyalty platforms and commercial motivation systems. Thanks to strategies such as the gamification, among others, you will reinforce personal motivation and improve group dynamics.
Our platform enhances positive social interactions among the team, creating systems of recognition and support among employees.
