There are three parts of application architecture of CRM:

• Operational - automation to the basic business processes (marketing, sales, service)
• Analytical - support to analyze customer behavior, implements business intelligence alike technology
• Collaborative - ensures the contact with customers (phone, email, fax, web, sms, post, in person)

Operational CRM

• Operational CRM means supporting the so-called "front office" business processes, which include customer contact (sales, marketing and service).
  Operational CRM provides the following benefits:
• Delivers personalized and efficient marketing, sales, and service through multi-channel collaboration
• Enables a 360-degree view of your customer while you are interacting with them.
• Sales people and service engineers can access complete history of all Customer interaction with your company.
• According to Gartner Group, the operational part of CRM typically involves three general areas of business:

1. Sales force automation (SFA)
2. Customer service and support (CSS)
3. Enterprise marketing automation (EMA)

1. Sales force automation (SFA)

SFA automates some of the company's critical sales and sales force management functions, for example, lead/account management, contact management, quote management, forecasting, sales administration, keeping track of customer preferences, buying habits, as well as sales staff performance. SFA tools are designed to improve field sales productivity.

2. Customer service and support (CSS)

CSS automates some service requests, complaints, product returns, and information requests. Key infrastructure requirements of CSS include computer telephony integration (CTI) which provides high volume processing capability, and reliability.

3. Enterprise marketing automation (EMA)

EMA provides information about the business environment, including competitors, industry trends, and macro environmental variables. It is the execution side of campaign and lead management. The intent of EMA applications is to improve marketing campaign efficiencies. Business Intelligence etc.

Analytical CRM

In analytical CRM, data gathered within operational CRM and/or other sources are analyzed to segment customers or to identify potential to enhance client relationship. Customer analysis typically can lead to targeted campaigns to increase share of customer's wallet.

Examples of Campaigns directed towards customers:

• Acquisition: Cross-sell, up-sell
• Retention: Retaining customers who leave due to maturity or attrition.
• Information: Providing timely and regular information to customers.

Collaborative CRM

Collaborative CRM facilitates interactions with customers through all channels (personal, letter, fax, phone, web, e-mail) and supports co- ordination of employee teams and channels. It is a solution that brings people, processes and data together. So companies can better serve and retain their customers. The data/activities can be structured, unstructured, conversational, and/or transactional in nature.

CRM Concepts << Previous
Next >> CRM Purpose

Our aim is to provide information to the knowledge seekers