Nowadays, using at least one type of CRM system in your business is no longer an option, it’s a rule!
Any self-respecting business needs a practical way to manage interactions with its customers and potential customers, but what types of CRM? How do they work?
CRM, Customer Relationship Management, or Customer Relationship Management, in Portuguese, is much more than software, it is a concept where the entire sales process is customer-centric.
After all, he is the one who makes sense of the business, only when we find:
- which customer wants your product or service,
- when he wants,
- how much he can and wants to pay for it,
- through which channel he wants to be served, a complete sale is achieved.
To understand more about what CRM is, watch the video below.
Roles of CRM System Types
Regardless of the company’s sector, the goal is to sell. For this to flow more naturally and continuously, the marketing, sales and service sectors have to walk together and in alignment. The types of CRM systems help a lot in this process.
Through CRM software, your team will be able to follow the purchase journey and customer behavior.
The customization of the offer is the word of time, only then can sell the right product, a pro right customer at the right time and the channel that the customer wants and so, in addition to making a sale be able to retain that customer.
4 types of CRM: functions and advantages
The 4 main types of CRM system are:
- Operational CRM
- Analytical CRM
- Collaborative CRM
- Strategic CRM
Below, we present details about each of them. Check out!
1. Operational CRM
Of all types of CRM systems, Operational is perhaps the most common, because it is the one that most supports the sales team and also helps in the management, creation and monitoring of daily activities.
Within this CRM, you can operate more actively, it’s where the salesperson has to rely on during sales, everything is registered there:
- the customer’s history,
- all interactions ever made with it,
- purchases made,
- supports provided,
- pipeline stage and more.
In addition, the operational CRM makes it possible to organize the sales department:
- allowing a view of all prospects and leads,
- gathering contact details,
- indicating what is the next activity that the seller should perform with each contact,
- gathering email templates, call scripts,
- providing an agenda of scheduled contacts, and more.
That way, no leads are left behind in the salesperson’s schedule.
This CRM is a valuable weapon for the salesperson, it makes him able to better understand what the ideal offer is for that customer and can prepare himself for the negotiation process.
It’s much easier to convince a customer when you have extensive knowledge about them, and operational CRM gives you that.
In addition, with all the history of interactions, the salesperson and the service professional are able to offer quick, agile and effective responses, greatly increasing the chances of sales.
2. Analytical CRM
This CRM is responsible for gathering data coming from the day-to-day sales of the Operational CRM. From the analysis of these data, it will be possible to draw conclusions that will help in various decision-making during the sales process
Analytical CRM is the type of CRM system that allows a view of data and statistics on the profile of customers and each step of the sales process, allowing managers to identify opportunities, bottlenecks and the profile of the customer that is most “buying your idea”.
Through the knowledge that the data from this CRM will bring you, you will be able, for example, to:
- segment customers to find out which profiles fit for one product or another,
- predict a sale to a customer who will soon need your product again, in addition to other important actions.
Knowing better the characteristics of each customer group makes it easier to customize an offer, which will make your customers buy more and more often.
3. Collaborative CRM
Collaborative CRM is one of the types of CRM systems that has the most integration potential.
With the cloud computing system, it is possible for everyone to access CRM data remotely and simply, reducing bureaucracy and serving the customer better and faster.
Even though the marketing, sales and support sectors have their independent ways of working, by opening a common channel, everyone stands to gain and the customer is always better served.
Sellers benefit, for example, if one of their customers contacts support.
As everyone has access, the attendant will register new information that may be useful to the seller later on or even to forward the call.
For marketing, collaborative CRM helps a lot in prospecting and customer loyalty. Through the information and data recorded there, it is possible to qualify the leads more and more and pass on to the sellers possible “hottest” customers.
Also read: CRM and marketing automation: how to increase your results by putting together tools
For the support team, this may be one of the types of CRM systems that will help you the most. With integrated access, budgets, issuing invoices and other administrative measures are available quickly and easily, assisting in attendance and reporting.
4. Strategic CRM
Strategic CRM is the combination of all types of CRM systems already mentioned.
Through the union of Operational and Analytical CRM functionalities, added to the collaborations of the sectors, it is possible to visualize in a broader way the entire operation of the company, tracing strategies and changes that can improve it.
Through this type of CRM system it is possible to understand:
- what processes work,
- which ones are stuck,
- what changes can be made to improve them?
Furthermore, looking more broadly, it is possible to define new segments, plan new marketing actions, generating more qualified leads for Sales.
Using strategic CRM will allow you to have a general overview to act more assertively, reducing costs with attempts that could have lesser chances of success.
It is very useful for managers to better understand where their commercial strength is and direct it to where they can perform better.
There are other nomenclatures for the types of CRM, but the most important thing is to know how each one can help you and how you can apply them in your business.
Remember that all these efforts must always aim to meet the customer’s expectations and needs so that you can predict their movements and retain them.
Now that you know the concept of CRM types checks out our article to learn how to choose the ideal CRM, “Need CRM software ? Use our checklist to choose yours”.
LAHAR is a marketing automation software that also offers a strategic CRM. This integration offers benefits such as:
- increasing the efficiency of your sales team,
- knowledge about the stage of each contact’s purchase journey,
- qualification of the marketing lead before directing it to the commercial sector and much more.
Interested? Get in touch with our team of experts and find out how we can help you by offering all the benefits of combining CRM and digital marketing.