Analytical and Collaborative CRM
The analytical CRM module uses data gathered through the operational component to analyze and categorize customers, as well as identify additional sales opportunities based on velocity and extrapolations. Continual growth of the analytical data base through repeated customer interaction will provide enhanced and more refined evaluations over time. This is also an area where additional modules can be added to provide even more precise analytics. Business intelligence components, in particular, can offer deeper and more detailed reports and provide a greater degree of functionality.
Analytical CRMs rely on data mining as a methodology for achieving reliable results. The resulting conclusions can be used for numerous purposes including successful design and implementation of targeted sales initiatives, financial forecasting, and recognition of unique customer behavior that may influence product or service development.
Collaborative CRM modules integrate all aspects of company interaction with customers through all modes of communication. This includes personal, email, internet, phone, fax and text. The intended goal is to facilitate interaction between employees, data, and operational processes so that customers can be served more reliably and efficiently.
Departments using a collaborative CRM are able to communicate with each other and share seemingly disparate information that when added together, highlights issues and opportunities each department might not recognize if left isolated.
This same information when shared with suppliers and vendors can help facilitate the streamlining of production procedures, as well as illustrate potential sales and cost reduction opportunities.