Guide to different types of CRM
At its core, customer relationship management (CRM) software offers a practical easy-to-use platform for every business. CRM manages all aspects of a business’s interaction with current and potential customers. Regardless of the type of CRM, all such systems come with basic functionalities, such as a database, dashboards for tracking metrics, and sales and marketing tools. The American Journal of Transportation identifies three fundamental types of CRMs with different functionalities and purpose:
Operational CRM – Operational CRM provides business processes that require no creative human oversight are practically the easiest to automate. While streamlining or fully automating processes is their primary function, many aspects of operational CRM can be further customized for more specific roles.
Analytical CRM – Analytical CRM software seeks to analyze the aforementioned customer touch points and apply optimal models to such data. It can analyze past consumer trends and reliably predict future ones, in addition to factors such as product availability and sales activity.
Collaborative CRM – Collaborative CRM platforms specialize in optimizing communication and collaboration across a company’s teams. It serves as a means of synchronously sharing key customer interaction data to relevant teams, enhancing response times and quality and improving customer satisfaction. This allows a company to maximize profitability from its operations.
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