Understanding The 3 Branches Of CRM
In my previous article, I have talked about all that you need to know about Customer Relationship Management. In this article, I want to look at three branches of customer relationship management. I want to look at this in this article.
In looking at CRM, we have three broad areas that CRM can be divided into, these are Operational CRM, Analytical CRM and Collaborative CRM. We are going to discuss this briefly now but our subsequent discussions will fall into any of these.
#1 Operational CRM
The goal of Operational CRM is to achieve the automation of horizontally integrated business processes including customer touch points, point of sales and the legacy system integration.
We have said it earlier that those at front offices are those that relate directly with customers, while back offices are chosen that do not relate directly with customers.
Operational CRM has to do with CRM strategies and packages that are formulated in order to meet day to day operations of the business. This includes some of the policies and programs that are formulated in order to meet the day to day needs of customers.
#2 Analytical CRM
Analytical CRM involves capturing , storing, extracting, processes , analysis and interpretation of customer data to the corporate users. At the onset, the organisation will make a deliberate effort to get as much information as possible about their customers.
After this, the organisation must analyse the information and process it. They must be able to remove duplicated information if those that are not necessary.
Organisations should know that before any CRM initiative can be unsuccessful, it must have adequate information about their purchase decisions. This will help in making well-informed decisions. It will also help them to meet the customers at the right place with the right products.
A good example of Analytical CRM is that of a bank that has customers of different age groups. They have young and old who have accounts with them. They must be able to come up with different products and packages to meet different customers needs.
Young adults need a banking service that can meet their needs whole retired from service since they then would become fragile and might want to deal with the bank from the convenience of their homes.
#3 Collaborative CRM
Collaborative CRM is the application of Collaborative service to facilitate interactions between the customer and the organisations. Under this, applications are deployed in order to make sure that all stakeholders work together in order to increase customers’ experience.
This might include Partner Relationship Management communities, Customer Interactive Centres, electronic CRM among others. The aim of its introduction is to enrich the information and services available to customers, so as to increase customers’ loyalty.
I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.
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