TYPES OF CRM

TYPES
 Operational CRM
 Analytical CRM
 Collaborative CRM
 Geographic CRM
Operational CRM
 Operational CRM
 “Operational CRM is the automation of
horizontally integrated business processes
involving front-office customer touch points
across sales, marketing and customer
service via multiple, interconnected delivery
channels. ”
Meta Group
 Operational CRM

 Operational CRM – supports traditional

transactional processing for day-to-day
front-office operations or systems that deal
directly with the customers
 Operational CRM
 Operational CRM processes customer
data for a variety of purposes such as:
– Customer Service Management
– Managing campaigns
– Enterprise Marketing Automation
– Sales Force Automation
– Sales Management System
 Operational CRM
 Operational CRM enables & streamlines communication but
does not necessarily optimize services
– E.g. A bank customer may check her balance on the website,
but that does not mean that she does not prefer to do her
transactions at the bank. How do we know that for sure?

 A company usually in its day-to-day transactions collects huge

amounts of data about its customers, competitors , processes and
environment in general.

 Such data has hidden implicit knowledge, that could be used by

the company profitably. Extraction of this data requires data
analysis using statistical & other techniques.

The majority of the self-described products on the market today fall

into the operational category.
Analytical CRM
 Analytical CRM
 ”Analytical CRM is the analysis of data
created on the operational side of CRM and
through other relevant operational data
sources for the purposes of business
performance management and customer-
specific analysis. ”
Meta Group
 Analytical CRM
 Design and execution of targeted marketing
campaigns to optimize marketing effectiveness

 Design and execution of specific customer

campaigns, including customer acquisition,
cross-selling, up-selling, retention

 Analysis of customer behavior to aid product

and service decision making (e.g. pricing, new
product development etc.)
Collaborative CRM
 Collaborative CRM
 Covers the direct interaction with customers, for
a variety of different purposes, including
feedback and issue-reporting. Interaction can be
through a variety of channels, such as web
pages, email, automated phone systems.
 Collaborative CRM
 Collaborative CRM is to coordinate the multi-
channel service and support given to the
customer by providing the infrastructure for
responsive and effective support to customer
issues, questions, complaints, etc.
 It aims to get various departments within a
business, such as sales, technical support and
marketing, to share the useful information that
they collect from interactions with customers.
Geographic CRM
 Geographic CRM
 Geographic CRM (G-CRM) is a customer
relation management information system which
collaborates geographic information system and
traditional CRM.

 gCRM combines data collected from route of

movement, types of residence, ambient trading
areas and other customer and marketing
information which are matched with relevant
road conditions, building formations, and a
floating population.