INSTITUTE: University School of

Business
DEPARTMENT ..Management..
Masters of Business Administration
Subject Name: Customer Relationship Management
Code: BAB - 648

Types of CRM DISCOVER . LEARN .

EMPOWER 1
 What are the Types of CRM?
• Several driving factors with effective technical systems are supposed to
bring success for businesses.
• However, among them, customers are the valuable sources that are
important in today’s business trends.
• They are significant in promoting the profitability of an organization.
Satisfying the customers, therefore, is very much important.
• CRM, which stands for Customer Relationship Management (CRM), is
the effective means to enable fulfilling customers’ needs and thereby
enhancing business growth.
• Salesforce CRM is today’s popular cloud-based CRM which is
preferably improving the business standards worldwide.
• Salesforce training has been increasing the chances of various business
owners to move their companies to peak grades in the market.
• However, having a knowledge on CRM and its types helps one to
understand and efficiently use any kind of it for the appropriate purpose.
Different Types of CRM
Different Types of CRM
• On the basis of the type of customer portfolios, speed of
business operations, necessity to share information, and the
need to handle huge data, there are different types of CRM.
• Based on their characteristics, there are four different types
of CRMs.
1. Strategic CRM
2. Operational CRM
3. Analytical CRM
4. Collaborative CRM
Four types of CRM

2
Its main characteristic is that it is customer-centric.

Its systems are worked based on acquiring and maintaining

profitable customers.

Assorted information of customers is captured and stored – value

proposition development is maintained.

This CRM system derives better solutions based on the changes

in the customers’ requirements.

The business runs based on the behavior of the customers’

satisfaction levels.
Strategic CRM
 This CRM runs on the characteristic based on the customer-
oriented processes like sales, marketing and customer service.
 It has efficient systems to capture customers’ information and
maintain better interactions through phone, fax, email, etc.
 It stores the data regarding the demands, preferences, topics of
discussions, updates, etc. along with customers’ contact history
which can be reviewed and used whenever necessary.
 This CRM is engaged to generate leads, and get them converted
to contacts.
 Then it is engaged to provide service to the customers
throughout customer lifecycle.
 Here are the three main considerations of operational CRM.
Marketing Automation

• Automation in marketing strategies through operational

CRM ensures finding the best way for offering products and
services to the customers.
• Campaign management is one of the most significant
marketing automation module that helps the business to
grab the right and potential customers in an easier and
quicker way.
• This marketing automation makes the businesses to take a
right decision of the effective channels of phone, mail and
face to face meeting for reaching the potential customers.
Sales force Automation

• Sales force automation helps in automating sales processes –

it enables specific standards for acquiring new customers
and retaining the existing customers.
• With advanced CRM solutions, sales processes are improved
and help in increasing the sales effectively and efficiently
without neglecting the customers’ needs and demands.
• Lead management, quote- to-order management, sales
forecasting, contact management, accounts management,
product configuration, and opportunity management are the
different means of sales automation techniques which
manage the selling activities and promote success for the
business.
Service Automation

• Best quality service is rendered to the customers with the

help of service automation.
• This enables building stronger relationship with the
potential customers.
• Any problems and issues of the customers are fixed
efficiently through issue management.
• Incoming and outgoing calls are dealt with customer call
management; Interactive Voice Response (IVR) system is
used for interacting with customers.
• The quality of the service is monitored and maintained
based on the performance indicators with service label
management.
 It is known as the Back office CRM.
 It’s the fusion of Data and Intelligence.
 The aim is to filter out the key facts from
gathered information and gain customer
knowledge.
 Customers' buying behavior is analyzed in
Analytical CRM.
Analytical CRM
• The customer data generated by operational CRMs is
analyzed by analytical CRMs.
• They are also able to identify the customers’ behavior and
thereby help in deriving the true value to the organization.
• Various analytical tools like data mining are also used for
getting the information related to buying patterns of the
customers, profitable and unprofitable customers, target
market and so on.
• Analytical CRMs are engaged to gather and analyze the data
in a structured way whatever is the style and channel of the
customer.
• They also play an important role in improving customer
relationship and loyalty by setting business methodologies in
sales, customer service and marketing.
 The approach in which various department of a
company such as Sales, Technical support and
marketing, share any information they collect from
interactions with the customers.

 The purpose of collaboration is to improve the

quality of customer service, and, as a result,
increase customer satisfaction and loyalty.
Collaborative CRM
• Collaborative CRMs are intended for improving the communication
and transaction among the businesses.
• Efficient and advanced communication systems are available with
these CRMs – they include Voice over Internet Protocol (VoIP), web
forums, chat rooms, and Electronic Data Interchange (EDI).
• Better partner promotions are managed with the help of in-built
Partner Relationship Management (PRM) software in collaborative
CRMs.
• Streamlining the communication between customers and business
owners is the main responsibility of these CRMs.
• A seamless multi-channel customer experience is evident with
collaborative CRM.
• So, based on the necessity and requirements, organizations use any of
these different types of CRM to help running smooth business in order
to attain increased revenues and profits. Ultimate customer satisfaction
is possible with appropriate utilization of advanced CRM systems.
References
1.  Bardicchia, Marco (2020). Digital CRM: Strategies and Emerging Trends:
Building Customer Relationship in the Digital Era. p. 12.
2. "Management Tools - Customer Relationship Management - Bain & Compa
ny"
. www.bain.com. Retrieved 23 November 2015.
3. Shaw, Robert (1991). Computer Aided Marketing & Selling. Butterworth
Heinemann. ISBN 978-0-7506-1707-9.
4. "CRM History: The Evolution Of Better Customer Service"
. www.streetdirectory.com. Retrieved 24 May 2020.
5. "How Context Sits at Intersection of CRM, ACD". Retrieved 8 June2017.
6. "SAP R/3 SD Wiki". Retrieved 7 January 2019.
7. "Navision 3.0". Retrieved 7 January 2019.
8. Jump up to:a b c "History of CRM Software". comparecamp.com.
Retrieved 8 February 2017.
9. Lakshman Jha (2008). 
Customer Relationship Management: A Strategic Approach. ISBN 
9788190721127. Retrieved 8 June 2017.
10."Gartner Announces Customer Relationship Management Summit 2009".
gartner.com. 5 August 2009. Retrieved 8 February 2017. 17
References
1. "Industry Specific/Vertical Market CRM Solutions". smallbizcrm.com. Retrieved 8
February 2017.
2. The Forrester Wave: CRM Suites For Enterprise Organizations, Q4 2016, 
Forrester, 21 November 2016, retrieved 13 September 2017
3. Buttle, Francis; Maklan, Stan (11 February 2015). 
Customer Relationship Management: Concepts and Technologies. ISBN 
9781317654766.
4. Feiz, Ghotbabadi,Khalifah, (2016-01) Customer Lifetime Value in Organisations
5. Jump up to:a b c d "Types of CRM and Examples | CRM Software"
. www.crmsoftware.com. Retrieved 22 November 2015.
6. Jump up to:a b 
"What is sales force automation (SFA)? - Definition from WhatIs.com"
. WhatIs.com. Retrieved 26 November 2015.
7. Buttle, Francis (2003). Customer relationship management. London: Routledge. 
ISBN 9781136412578.
8. Jump up to:a b c d 
"What is customer relationship management (CRM) ? - Definition from WhatIs.com
"
. SearchCRM. Retrieved 22 November2015.
THANK YOU

For queries you can reach me on

Email: rajeev.e9245@cumail.in