CRM, or Customer Relationship Management, software is a digital resource that companies use to manage all their relationships with leads and current customers. Every company that uses a CRM does so with the goal of improving the customer experience.

Knowing how to choose between the various types of CRM available is key to achieving your goals. Within each type, there's a wide variety of options, so we recommend contacting our professionals for expert advice. Choosing the right CRM will give you more comprehensive control over all your company's processes and customer relationships. Understanding that there's an ideal CRM for every type of business will help you select the one that best suits your organization's needs.

There are 3 types of CRM on the market: 

• Operative CRM
• Analytical CRM
• collaborative CRM

1. Operative CRM

This is a CRM focused on a company's business process and answers the question of how to create a sales system. Operational CRM centralizes all customer information so that different teams (marketing, sales, or service) can use this information to interact with potential customers. Its main objective is to sell more and improve internal communication. 

Its main function is to automate tasks that would otherwise be cumbersome and time-consuming, such as conducting email marketing campaigns, distributing content offers, and communicating with contacts. Both SMEs and large companies can request the service of an operational CRM to automate their workflow and free their employees from having to perform costly administrative tasks. 

2. Analytical CRM

Analytical CRM allows companies to analyze customer data and interactions to assess customer behavior and predict purchase intent. Ultimately, it focuses on making decisions regarding products and services within the company. The idea is to improve decision-making within a company and improve customer service.

In this way, an analytical CRM collects customer data to understand their behavior and thus improve companies' sales, marketing, and service efforts. This allows them to develop a more accurate version of the customer lifecycle, providing them with tools to identify, attract, and retain all potential customers.

We can define the functions of Analytical CRM as follows:

1. Customer behavior analysis
2. Design of segmented commercial actions
3. Measurement and evaluation of marketing campaigns
4. Building databases with customer information

3. collaborative CRM

Collaborative CRM is responsible for improving communication between the company's various departments and the customer. It focuses on communications through various channels such as chat, email, etc. 

Its main objectives are to establish multichannel communication, improve communication between departments, and enhance the relationship between customers and departments. The idea is that by improving relationships between departments and customers, companies will have more effective communication and, therefore, share all the information they need without any problems. 

All types of CRM have their benefits and can be used for different activities; you just need to consider what you need to improve the company's autonomy and efficiency. If you're looking to measure your sales, marketing, and services, you need an operational CRM. On the other hand, if you're looking for data to better understand your customers or potential customers, you should choose an analytical CRM. Finally, if you're looking for better collaboration between departments and customers, you should use a collaborative CRM. In this way, it's important to understand the company's weaknesses to optimize processes and improve relationships between departments and customers.

If you're eager to learn more about CRMs, don't miss this blog post: What is a CRM?