Un software CRM o Customer Relationship Management (Gestión de la Relación con el Cliente) es un recurso digital que las empresas utilizan para administrar todas sus relaciones con leads y clientes actuales. Cada empresa que emplea un CRM lo hace con el fin de mejorar la experiencia del cliente.
Saber elegir entre los diversos tipos de CRM existentes es una de las claves para conseguir alcanzar tus objetivos. Dentro de cada tipo hay una gran variedad de opciones diferentes, por eso os recomendamos que contactéis con nuestros profesionales, ellos os van a asesorar. De esta manera, acertar con el CRM te va a permitir tener un control más exhaustivo de todos los procesos de la empresa y de las relaciones con los clientes. Comprender que hay un CRM ideal para cada tipo de empresa te va a ayudar a escoger el CRM según se adapte mejor a las necesidades de la organización.
En el mercado existen 3 tipos de CRM:
- CRM operativo
- CRM analítico
- CRM colaborativo
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CRM operativo
Es el CRM centrado en el proceso de negocio de la empresa que responde a la pregunta cómo crear un sistema de ventas. El CRM operacional centraliza toda la información de los clientes para que los diferentes equipos (marketing, ventas o servicio) utilicen dicha información para interactuar con los clientes potenciales. Su principal objetivo es vender más y mejorar la comunicación interna.
Su función principal es automatizar tareas que serían pesadas y lentas, como realizar campañas de mailmarketing, distribuir ofertas de contenido y comunicarse con contactos. Tanto pymes como grandes empresas pueden solicitar el servicio de un CRM operativo para automatizar su flujo de trabajo y evitar que sus empleados tengan que hacer tareas administrativas costosas.
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CRM analítico
El CRM analítico permite a las empresas analizar datos e interacciones de los clientes para conocer la evaluación del comportamiento del cliente y la previsión de la intención de compra. En definitiva, está centrado en tomar decisiones respecto a productos y servicios en la empresa. La idea es mejorar la toma de decisiones en una empresa y el servicio a sus clientes.
De esta manera, un CRM analítico actúa para recopilar datos de los clientes para conocer su comportamiento con el fin de mejorar los esfuerzos de las empresas en las secciones de vendas, marketing y servicios. Esto les permite elaborar una versión más acertada del ciclo de vida del cliente, lo cual les proporciona herramientas para identificar, atraer y retener a todos los clientes potenciales.
Podemos definir las funciones del CRM Analítico de la siguiente manera:
- Análisis del comportamiento del cliente
- Diseño de acciones comerciales segmentadas
- Medición y evaluación de campañas de marketing
- Construcción de bases de datos con la información del cliente
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CRM colaborativo
El CRM colaborativo se encarga de mejorar la comunicación entre los distintos departamentos de la empresa y el cliente. Se centra en las comunicaciones a través de distintos canales como un chat, un email, etc.
Sus objetivos principales son establecer una comunicación multicanal, mejorar la comunicación entre departamentos y mejorar la relación entre clientes y departamentos. La idea es que al mejorar las relaciones entre departamentos y clientes, las empresas tengan una comunicación más efectiva y, por lo tanto, entre ellos compartan toda la información que necesiten sin ningún problema.
Todos los tipos de CRM tienen sus beneficios y te pueden servir para distintas actividades, solo tienes que pensar en lo que necesitas para mejorar la autonomía y la dinámica de la empresa. Si lo que estás buscando es medir tus ventas, marketing y servicios, lo que necesitas es un CRM operativo. En cambio, si estás buscando datos para comprender mejor a tus clientes o potenciales clientes debes escoger el CRM analítico. Por último, si lo que buscas es una mejor colaboración entre departamentos y clientes debes guiarte por el CRM colaborativo. De esta manera, es importante conocer las debilidades de la empresa para optimizar los procesos y mejorar las relaciones entre departamentos y clientes.
Si te has quedado con ganas de saber más sobre los CRM no te puedes perder la nota de blog: ¿Qué es un CRM?
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