Building and maintaining a healthy, lasting relationship with customers is a herculean task for many businesses.
However, this is one of the essential foundations of any commercial success. To achieve this, innovative firms favor CRM software. These are very ingenious customer relationship management tools.
However, with a growing market, the number of CRMs continues to increase. But, what type of CRM should be used in a company?
Collaborative CRMs
Customer relationship management is a task inherent to all branches of the company.
Each division, starting with the marketing team and including after-sales personnel, needs a regularly updated database to effectively accomplish its missions.
A requirement that remains difficult to meet, particularly in firms with unconnected departments.
To remedy this failure in your organization chart, the use of collaborative CRM software is strongly recommended. This is a CRM solution that facilitates internal communication and optimizes the participation of each team in customer relationship management.
Concretely, collaborative CRM software contributes to:
- Managing conversations with the customer;
- Consumer loyalty;
- Channel management;
- Governance of customer documents;
- Managing customer returns.
The CRM solution centralizes and updates all customer data in order to provide the same information to staff. This will enable your employees to offer a smooth and consistent experience throughout the customer journey.
With this implementation in your organization chart, your consumers will no longer have to repeat themselves every time they chat with a new contact of your company.
Good to know : Business intelligence: the key to success for large companies !
Operational CRMs
For growing businesses, operational CRM systems remain essential tools. Their integration simplifies customer management and optimizes the company's commercial processes.
Unlike collaborative CRMs, the latter tools focus more on monitoring the customer journey. They study consumer behavior from the moment they first contact the company. This way, you can continually improve the entire customer lifecycle.
The great particularity of operational CRM, however, lies in its automation function. To ensure efficient consumer management, this solution automates your sales processes, your marketing tasks and all of your services.
As a result, your employees will have an easier time managing complex activities requiring human intervention.
Operational CRMs must be integrated into your company, because they contribute to the development of an exceptional service on a large scale.
Analytical CRMs
Analytical CRMs are data analysis software. They study, categorize and draw up a summary table of your customers' behaviors.
On the Internet, you have a host of platforms that allow you to collect masses of data on your consumers. However, they are ineffective in analyzing its information.
According to a general observation, half of the data collected by companies is unused. However, these are real gold mines for companies looking for development. Your consumer data is invaluable for improving the quality of your service.
With analytical CRM software, you will be able to analyze them and use the results to optimize your customer relations. These results will also allow you to understand the needs of your customers in order to improve your sales and loyalty processes.
