CRM system (types)

Modern the CRM system are separated into three key directions:

Operational CRM system

Operational CRM is the level of automation of operational procedures of contractors and operational heads of different level. In Russia information systems of this level are called most often CRM systems. (Front office) automation systems of marketing, sales and service belong to this layer; systems of integration of front office and accounting subsystems; actually accounting systems storing and processing financial information about clients. Consumers of results of automation of this level are direct contractors — the staff of the departments working with clients: marketing specialists, sales managers, secretaries, heads of the corresponding line departments, commercial management, service of service support.

Analytical CRM system

Analytical CRM is the level of automation of the management processes connected with deep data analysis about the customer base of the company. Respectively, the information systems entering this layer are the systems of data warehousing, the system of operational and statistical analysis (OLAP, in particular) the customer base. Consumers of results of automation of this level are most often the heads who are engaged in strategic management of the company.

The number of the tasks solved using analytical CRM includes synchronization of separate data arrays and search of statistical regularities in these data for development of the most effective marketing strategy, sales, customer service, etc. Requires good integration of systems, large volume of the acquired statistical data, qualitative analytical tools.

Analytical CRM is less popular, than operational. However it is more connected with BI systems and also adjoins to concepts of Data Warehousing, Data mining - about intelligent data analysis therefore system providers in these areas actively advance and repozitsionirut the systems as the systems of Analytical CRM (for example, SAS).

Kollaboratsionny CRM system

Kollaboratsionny CRM is the level of automation of contacts with clients on different communication channels (phone, personal contact, electronic channels). This layer of information systems of the company can consist of the web portal (electronic channel — the Internet), the systems of e-mail (too the Internet), call center (express speaker circuit), accounting systems and planning of contacts (personal contacts). Consumers of result of automation of this level are the same employees, as in a layer of operational CRM.

There are practically no systems supporting kollaboratsionny CRM in the market including because kollaboratsionny process is in most cases especially individual and should be automated at the expense of extremely flexible CRM system. Besides, this system should be based on the cheapest and open technologies of cutting of costs for creation of the interface between your organization and your clients.

Sales Intelligence CRM

Are developed on the basis of the analytical CRM systems. Their advantages are possibilities of carrying out different options of sales: cross, supplementing, substituting. Besides, a system gives an idea of characteristics of sales of goods, a kliyentooborota, the profit of the company from the specific client, results of comparison of the clients who are a part of a target group.

CRM for campaign management

They represent a combination of the operational and analytical systems. They allow to select target groups and also to perform bidirectional coupling with clients by means of mailing of messages of advertizing character and different information materials. Different channels are for this purpose used: traditional and e-mail, telephone communication, SMS. Systems perform storage functions and processings of results of the carried-out actions. With their help statistical databases are created.