The main types of CRM you need to know

  1. Operational CRM
  2. Analytical CRM
  3. Collaborative CRM
  4. Strategic CRM

1. What is an operational CRM?

Operational CRM speeds up and simplifies some of an organization’s business processes. This feature can help companies generate leads, convert those leads into contacts, and provide companies with the service support needed to delight and keep their customers.
The operational CRM concentrates all customer information so that different teams (marketing, sales or service) can use that data to communicate with prospects.

1.1 Features of an operational CRM

The best operational CRMs achieve these purposes through three main features:
Marketing automation / Sales automation / Service automation.
Operational CRMs simplify the lives of corporate marketing teams by automating much of the work that would otherwise encompass a considerable part of the day-to-day.
One characteristic of operational CRMs is the creation and maintenance of channels for customer relationships, also helping with information technology applications. This category is more focused on the backoffice, as it helps with order management, production, and feedback. Yet, if the system is mobile, it is possible to apply an Operational CRM in the front office through sales automation.
Another characteristic point is the use of call centers to collect data, identify customers with significant potential, receive feedback from consumers, and check the quality of the service provided.

1.2 What is operational CRM for?

Operational CRM allows marketers to automate tedious and time-consuming responsibilities such as coordinating email campaigns, distributing content offers, and communicating with contacts at scale.
Many operational CRMs also make life easier for sales reps by enabling workflows that allow them to and switch leads, delegate contacts, and create accounts and tasks. Besides, operational CRM generally offer features such as sales record creation, better visibility into sales records, and simpler lead prioritization.


1.3 For what type of company is an operational CRM suitable?

Companies with more linear sales processes generally get the most out of operational CRM. Small and medium-sized businesses can get a lot out of these platforms, but that doesn’t mean that operational CRM is only for them. Even the largest companies can enjoy using this type of software.
In the final analysis, an operational CRM is the direction to go if your company wants to automate workflow and prevent your talent from tedious administrative tasks.

1.4 What is the function of operational CRM

The primary function of operational CRM is to get and store relevant data and information about the company’s customers and business opportunities.
Some examples of information that you can access in operational CRM are as follows: Demographics, preferences, needs, most used channels, stage of the sales funnel where the customers are, and records of previous attendances. Operational CRM also has the function of promoting integration between certain departments and automating certain tasks.

2. What is an analytical CRM?

An analytical CRM collects and analyses data to help companies serve their customers better. This CRM is generally used to analyze information such as customer preferences and properties, contact details, and more collected from online and offline customers.
Companies can leverage the customer data they have collected to improve sales efforts, more effective marketing campaigns, and higher quality customer service networks. Generally, the crucial components for most analytical CRMs are data warehousing tools, data mining, and analytical processing.


2.1 Benefits of an Analytical CRM

The benefits that this software can offer is that the company can predict, scale and improve its customer relationships, it better integrates the marketing and sales teams, it can offer more power to the head of sales.
It is also possible to focus on the most beneficial customers based on the data collected, and find consumers who look more like the ideal customer.

2.2 What is analytical CRM used for

An analytical CRM collect valuable data from prospects and customers so that more accurate profiles can create with whom to work with because, customer behaviors are already detected.
Analytical CRM helps to divide customers from different data to then provide them with more customized solutions. Besides, it is also possible to analyze business execution and forecast invoicing. In this way, information analysis allows for greater assertiveness in decision-making and marketing actions.

2.3 For what kind of companies is analytical CRM suitable?

The analytical system is one of the types of CRM that link to marketing. The function of analytical CRM is to analyze and understand the profile of each contact won. From the analytical software the customer relationship strategy carries out, planning content and evaluating whether the marketing is being effective in attracting the target audience.
This software also has the function of separating the contacts according to their profiles, to characterize and qualify them.
This system enables the prediction of the customer’s path and the structuring of actions. By using analytical CRM it is possible to know which of the customers want to buy, what prices they are willing to pay, what they want, and when, and which buying channel they prefer.

2.4 What is the function of analytical CRM

This type of CRM stores all relevant information about customers from various channels, it creates a knowledge base for a company.
It analyzes customer data according to the rules and methods set by the company.
It generates reports for improvements in customer interaction.
Help companies segment customers.

3. What is a collaborative CRM?

Collaborative CRM promotes collaboration and integration of all areas of the business, so they can work more . Marketing, sales, customer service, and support can exchange customer information faster.
This software is important to align the activities, actions, and strategies that run in the company. But not only that, collaborative CRM also collaborates so that the information passed on to the customer is more secure.
With everyone having access, the process becomes safer and ensures more quality service and actions performed. This impacts the teams’ productivity and the level of customer satisfaction.

3.1 Features of a collaborative CRM

Collaborative CRM contains all points of contact with customers and disseminate information obtained from analytical CRM and operational CRM, get customer needs and profiles through intelligent partnership with other CRM services.
It gets a larger view of the market and integrates more information into the database in a short time. A good way to check this application is to observe customer behavior through product rooms like what consumers want, and offer a treat to promote new launches; by seeing data collected by other CRMs, you can understand which products Y and Z cause the interest of customers looking for product X, and which product launches have an interest in wanting to advertise in promotional packaging, with more visibility and more feedback.

3.2 Advantages of having Collaborative CRM

Collaborative CRM gives a more in-depth knowledge about the customer. Based on the product he wants, it is possible to define which are the best releases and offers to give.
Another advantage of using this CRM is also that it makes it possible for the customer to react to new products and offers from the company.

3.3 What is the function of Collaborative CRM

Collaborative CRM helps to improve communication between teams and companies, effective coordination and communication between employees helps to increase efficiency in the performance of common charges, assigned workloads and scheduled events.
The main function of the software is to incorporate all the company’s customer touch points, such as chat, phone, email, self-service and social media.
Companies use this subdivision when the a more extensive market view , encompassing a larger amount of information in the company’s database.

4. What is strategic CRM?

Strategic CRM is a way of providing a more strategic orientation to the other types of CRM. In this approach, a greater view is taken of the processes to develop strategies that ease the achievement of the company’s objectives.
Strategic CRM anticipates customer needs and outlines the paths that will lead to the efficient achievement of sales targets.
This type of CRM helps in the reading of the market and competitors, allowing to see everything in a holistic way, aiming to plan winning strategies that ensure the sustainability of the business.
With this type of CRM, it is possible to delineate the best channels to communicate with the target audience and in which area it would be most helpful to open a sales place.

4.1 Features of a strategic CRM

The main strategic characteristics of a strategic CRM have to do with maintaining the company’s level of competitiveness.
This type of tool allows you to integrate different information to define better strategies to achieve the objectives of your business model.
Strategic CRM contributes to the generation of new business opportunities and to the satisfaction, retention, and loyalty of current customers because it allows you to know them and their needs better. Thus, it is possible to know exactly what they want and what their pains are, providing the creation of customized (and much more efficient) offers for customer segments.
Besides, CRM as a strategic tool characterizes tasks automation, ensuring greater agility in the day to day of teams and increased productivity.
In strategic CRM, all relevant data and information about the company’s customers is centralized on a single platform, avoiding communication noise among the teams involved in customer relationship management.

4.2 Advantages of having strategic CRM

Among the main advantages that strategic CRM offers is the fact that the company is able to grab profitable customers based on data analysis, forecast, scale and improve its relationship with customers.
Strategic CRM must have the ability to analyze KPIs relevant to marketing, support, and sales. These indicators include, for example, the amount of conversion rate and leads captured.
With this, the software also contributes to a significant increase in customer satisfaction and loyalty, providing more intelligence for internal operations.

4.3 What is the role of strategic CRM?

Strategic CRM delivers important reports to the manager, helping to identify possible failures and also pointing to opportunities that the business may have. This type of CRM is ideal to help processes to ensure the scalability of the company.
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