It feels like there are CRM solutions a dime a dozen, but that doesn't mean they can all do the same thing. There are different CRM approaches, which are reflected in the functional focus of a system. It is important to know these approaches and your own requirements so that the introduction of a CRM in the company really pays off. In this article, we will take a closer look at the different CRM approaches and explain how operational, collaborative and analytical approaches differ from each other and which approach is best suited for small and medium-sized enterprises.
Operational CRM
An operational approach to CRM systems refers to the use of the system as a platform for automating and optimizing customer processes. This approach focuses on making sales, marketing, and customer service more efficient and effective. In this approach, the CRM represents the "front office" of the company. It serves as a central database in which information on customers, contacts, sales opportunities, orders and other relevant data is stored. By automating recurring tasks such as lead generation, sales processes, and customer service inquiries, time can be saved and productivity increased.
The operational approach includes functions such as contact management, sales automation, marketing automation, and service management. These functions make it possible to track the sales process, plan and automate marketing campaigns, handle customer inquiries, and measure customer satisfaction. The operational approach aims to increase efficiency, reduce errors and improve customer service. Resources should be used optimally by standardizing, automating and monitoring customer processes. The result is higher productivity, cost savings and better customer retention. Small and medium-sized companies in particular, where the direct relationship with the customer is of great importance, benefit from systematized management of customer communications, which can also quickly increase sales.
Collaborative CRM
In a collaborative approach, the CRM system serves as a common platform on which the different departments and teams of a company can work together to effectively manage customer relationships. In the traditional CRM approach, the different departments often operate in isolation from each other and have limited opportunities to share information about customers. This can lead to inconsistencies, inefficient processes and a fragmented view of the customer. The collaborative approach, on the other hand, aims to overcome these barriers by providing a common database and tools for collaboration. Sales teams, marketing teams, customer service representatives and other departments can coordinate their activities, share customer information, track communications and tasks, ensuring consistent, personalized interactions with customers. This approach enables improved collaboration and a seamless flow of information between departments. For example, the sales team can enter customer data, interactions, and opportunities into the CRM system. The marketing team can use this information to create targeted marketing campaigns. Customer service can view historical interactions to provide effective and personalized customer support.
A collaborative CRM approach improves efficiency because less time is wasted searching for information and transferring data between departments. People can work on data and projects simultaneously, regardless of where they are. Notification and commenting features, feeds and chats reduce internal emails and meetings. It also enables better customer service, as all relevant departments have access to complete and up-to-date information. Embarrassing gaps in information are avoided in this way. Sharing knowledge and resources makes it possible to provide a more comprehensive and consistent experience for the customer and build a long-term relationship with them.
Analytical CRM
An analytical CRM has its strengths in the evaluation of customer information. It collects data on customer interactions and behavior and analyzes it to identify patterns, trends, and correlations. These can then be used to develop targeted marketing and sales strategies. KPIs (key performance indicators), which are used to measure and improve the performance or effectiveness of the company, department or an employee, play a major role here. The analytical approach thus enables companies to make data-driven decisions and optimize their marketing, sales and customer service activities. Companies can measure the effectiveness of their marketing campaigns, improve the efficiency of their sales force, and take targeted actions to retain customers. By analyzing data, they can also identify and address potential problems early on. The need for deeper data analytics increases with the size of the company and the type and amount of customer information. Above a certain company size, it is often no longer possible to deal with each customer personally. Direct contact is usually reserved for larger customers. Thus, in an analytical CRM approach, the customer tends to be less of a personal contact and more of a number that is evaluated for scaling.
Which CRM approach is best suited for small and medium-sized enterprises?
The choice of the right CRM system always depends on the specific requirements and the size of a company. As a rule, small and medium-sized companies benefit most from the operational and collaborative functions of a CRM. Therefore, it is advisable to choose a system that offers a combination of these two approaches, as is the case with Bitrix24, for example. These systems are usually quick and easy to implement, and offer ready-made templates and processes that can be easily adapted to the company's needs. Employee training often turns out to be less time-consuming because CRM systems can be operated intuitively - and this is important for acceptance within the workforce. Employees who enjoy working with a system are usually more productive and efficient as a team. A CRM with a focus on data analytics will, in most cases, be rather unsuitable for small and medium-sized companies, as this requires extensive data collection in order to gain meaningful insights into customer behavior and preferences. Especially for smaller companies, it may be difficult to collect sufficient amounts of data to obtain a viable analysis. In addition, implementing and managing such a system can also take a lot of time and resources.
So, small and medium-sized business owners are usually more likely to find their happiness with a CRM system that has its strengths in the operational and collaborative areas. If you're wondering which CRM system is best suited to your company's needs, why not schedule a free consultation today?
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