Customer Relationship Management

Different Types of CRM

Operational CRM Analytical CRM Collaborative CRM Strategic CRM

Step 1: Identify what is the Business or customer relationship issue

I have a CRM but my Sales are not growing/Customer is unhappy A

A traditional company trying to change with time B

Is my CRM helping my business? How can It help more? C

I want to implement enterprise wide CRM D

Which CRM is best for me? I am facing issues with Implementation E

A I have a CRM but my Sales are not growing/Customer is unhappy

- Identify the stage of your company

- Identify kind of business you are IN i.e. high purchase frequency business like Grofers or low
purchase frequency business like Maruti

- Identify the kind of customer segments you have - like loyalists, disinterested etc. to evaluate the
majority focus you need to make

- Identify which department(s) needs help or where is the current gap

- Evaluate Cost to Serve a customer - ideally invest where cost to serve is minimum/low

- Use Metrics to track CRM performance

- Change CRM type if need be

A I have a CRM but my Sales are not growing/Customer is unhappy

Metrics to track for CRM performance evaluation

- Close rate: How many new deals were closed
- Upsell rate: How many new upsales were done
- Net-new revenue
- Length of each sales pipeline stage
- Length of sales cycle
- Customer lifetime value (CLV)
- Customer acquisition cost (CAC)
- Revenue generated by campaign
- Email list growth rate
- Net promoter score (NPS)
- Churn rate
- Average time to resolution
- Average number of follow-ups per ticket
B A traditional company trying to change with time

- Identify the stage of your company

- Identify kind of business you are IN i.e. high purchase frequency business like Grofers or low
purchase frequency business like Maruti

- Identify the kind of customer segments you have - like loyalists, disinterested etc. to evaluate the
majority focus you need to make

- Identify which department(s) needs help or where is the current gap

- Evaluate Cost to Serve a customer - ideally invest where cost to serve is minimum/low
B A traditional company trying to change with time
B A traditional company trying to change with time
C Is my CRM helping my business? How can It help more?

- Identify what kind of CRM currently company is using

- What are the gaps with current implementation

- Is there any campaign that can give me success or failure parameters? If yes - what are they?

- What will help me more - automation, Customer data or multi-department collab?

- Have I segment my customers? If not - then I should and see which are the segments I should focus
on

- Evaluate Operational vs Analytical vs Collaborative CRM as per my needs. Usually company uses a
combination of these CRMS
 C

Operational & Analytical CRM

D
D
E
Which CRM is best for me? I am facing issues with Implementation

- Identify the stage of company. Is it a startup?MNC?Or a National Level company

- Which area are they facing issue with?

- Do they have any data capturing method right now?

- Can the company afford a CRM software

E Operational CRM B

- Operational CRMs help streamline a company’s processes for customer relationships. They provide tools to better
visualize and more efficiently handle the full customer journey—even when it includes a high number of touchpoints

- Operational CRM systems typically provide automation features. Marketing automation, sales automation, and
service automation offload some of the work that your employees would otherwise have to handle

- These systems assist companies in generating leads, turning over the leads to contacts, and providing a
much-needed base with which to captivate and maintain converted customers for an extended period

Key Features
- Customer service automation - like automated support
- Marketing automation - like launching of email campaigns
- Sales automation - converting leads into contacts etc.
E Benefits of Operational CRM B

- Effective management of a broad range of marketing campaigns.

- Tracking relevant data since it gathers information from three crucial departments.
- Optimizing sales and reaching sales revenue goals and targets.
- Maximizing the best opportunities for campaigns and event-based offers.
- Enabling the customer to be in control of the customer service options

Who should use this?

- They are best for businesses that want a more automated system, especially in terms of sales, customer service,
and marketing

- Businesses that want to get more out of the customer information they have, while making processes more efficient
for employees. And businesses that want to gain a high-level view of the entire customer lifecycle and find ways to
make your processes across customer-facing departments better
E Analytical CRM B

- Analytical CRMs have the primary focus of helping you analyze the customer data you have to gain important
insights
- Its modus operandi is to capture, interpret, segment, store, modify, process, and publish all the data from the
customer. These data include the customer’s contact info, feedback, and any other relevant info that will help to
identify patterns or preferences.

Key Features
- Pools all data in one place
- Customer Segmentation and Prioritization
- OLAP Tools
E Benefits of Analytical CRM B

- It makes advertising strategies more effective.

- It targets opportunities, potential customers, leads to know the best content that will reel them in.
- It boosts the rate of retention for customers.
- It strengthens customer loyalty.
- It enables you to understand when and the clients to sell or upsell.
- It helps to increase sales through an analysis of what sells and what does not
- It assists in Identifying and working out your company/staff’s weak spots
- It helps in the careful building of customer connections

Who should use this?

- Organizations utilizing ’big data’ to check customers and their needs.

- Businesses trying to build a marketing strategy; who equally want such strategies more customer-oriented.
- Companies that have a lot of customer data and don’t know how to effectively use it.
E Collaborative CRM B

- Collaborative CRMs require different groups in an organization to exchange client data. Previously discussed CRMs
focus on marketing and sales, but for this type, the focus is on customer service

- Collaborative CRMs allow you to significantly improve information flow among departments such as marketing and
sales, and even supports the staff at work in these departments

Key Features
- Interaction management
- Channels Management
- Data Management
E Benefits of Collaborative CRM B

- Alining similar goals across multiple teams.

- Comprehensive handling of the total experience of the customer.
- Unflagging service to the customers across every channel.
- Access to interconnected data that gives a holistic view of the customer.

Who should use this?

- Decentralized companies organized into many separate units that still manage the same client base.
- Large organizations with a considerably colossal client base
- Small-sized brands keen on having more intimate collaboration across all departments.
- Businesses that are comfortable with allowing all teams access to customer information
- Businesses with many departments that currently struggle to keep everyone on the same page. That particularly
includes companies that have multiple locations and that provide omnichannel support.
E Strategic CRM B

- Strategic CRM focuses on maintaining longterm customer relationships. It is usually included as part of collaborative
CRMs: as such has similar features and related benefits.
- Essentially, the basis of forming data from strategic CRMs is to enhance users’ expectations and experience. At the
same time, it considers how employees’ roles in achieving expected results

Key Features
- 360 Degree project management
- Business analysis
- Cross-departmental collaboration
E Benefits of Strategic CRM B

- Elevates customer experience through effective marketing, sales

- Orchestrates insightful customer analytics
- Provides a picture of how your customers interact with you by telling you what they buy from you and when; how
they buy from you; why they buy from you; how they solve problems with you.
- Addresses every aspect of customer interaction, such as marketing, sales, trends, service, behavior, and motivators.
- Provides best-in-class tools to remedy customer issues on time, every time.

Who should use this?

- Business owners who want more than just frontline sales management tools
- Managers who need strategic management of long-term customers.
Step 2: Evaluate company culture and external factors

- Identify the size of company and different training needs

- Who all need to be trained and for how long? What is the Technology quotient of the company?

- Do you want to outsource this activity since your company lacks the flexibility and capability?

- Make a training plan and phase wise implementation plan

- Identify the frequency and metrics for evaluation