Editing Customer relationship management (section)

== Types ==
=== Strategic ===
Strategic CRM concentrates upon the development of a customer-centric business culture.<ref>{{Cite book |last1=Buttle |first1=Francis |url=https://books.google.com/books?id=slGhBgAAQBAJ&pg=PA5 |title=Customer Relationship Management: Concepts and Technologies |last2=Maklan |first2=Stan |date=2015-02-11 |publisher=Routledge |isbn=9781317654766}}</ref>

The focus of a business on being customer-centric (in design and implementation of their CRM strategy) will translate into an improved [[Customer lifetime value|CLV]].<ref>{{Cite journal |last1=Feiz |first1=Setareh |last2=Ghotbabadi |first2=Ali Ramezani |last3=Khalifah |first3=Zainab Bte |date=2016 |title=Customer Lifetime Value in Organizations |url=http://www.indianjournals.com/ijor.aspx?target=ijor:ajrssh&volume=6&issue=5&article=004 |journal=Asian Journal of Research in Social Sciences and Humanities |language=en |volume=6 |issue=5 |pages=53 |doi=10.5958/2249-7315.2016.00103.9 |issn=2249-7315}}</ref>

=== Operational ===
The primary goal of CRM systems is integration and [[Business process automation|automation]] of sales, marketing, and customer support. Therefore, these systems typically have a dashboard that gives an overall view of the three functions on a [[single customer view]], a single page for each customer that a company may have. The dashboard may provide client information, past sales, previous marketing efforts, and more, summarizing all of the relationships between the customer and the firm. Operational CRM is made up of three main components: sales force automation, marketing automation, and service automation.<ref name="crmsoftware-2015">{{Cite web |title=Types of CRM and Examples |url=http://www.crmsoftware.com/types-of-crm-and-examples/ |access-date=22 November 2015 |website=CRM Software}}</ref>
* [[Sales force management system|Sales force automation]] works with all stages in the sales cycle, from initially entering contact information to converting a prospective client into an actual client.<ref name="WhatIs-2015">{{Cite web |title=What is sales force automation (SFA)? - Definition from WhatIs.com |url=http://whatis.techtarget.com/definition/sales-force-automation-SFA |access-date=26 November 2015 |website=WhatIs.com |language=en-US}}</ref> It implements [[sales promotion]] analysis, automates the tracking of a client's account history for repeated sales or future sales and coordinates sales, marketing, call centers, and retail outlets. It prevents duplicate efforts between a salesperson and a customer and also automatically tracks all contacts and follow-ups between both parties.<ref name="WhatIs-2015" /><ref>{{Cite book |last=Buttle |first=Francis |title=Customer relationship management |publisher=Routledge |year=2003 |isbn=9781136412578 |location=London}}{{page needed|date=July 2024}}</ref>
* [[Marketing automation]] focuses on easing the overall marketing process to make it more effective and efficient. CRM tools with marketing automation capabilities can automate repeated tasks, for example, sending out automated marketing emails at certain times to customers or posting marketing information on social media. The goal with marketing automation is to turn a sales lead into a full customer. CRM systems today also work on [[customer engagement]] through social media.<ref name="SearchCRM-2015">{{Cite web |title=What is customer relationship management (CRM) ? - Definition from WhatIs.com |url=http://searchcrm.techtarget.com/definition/CRM |access-date=22 November 2015 |website=SearchCRM |language=en-US}}</ref>
* Service automation is the part of the CRM system that focuses on direct customer service technology. Through service automation, customers are supported through multiple channels such as phone, email, [[knowledge base]]s, ticketing portals, FAQs, and more.<ref name="crmsoftware-2015" />

=== Analytical ===
The role of analytical CRM systems is to analyze customer data collected through multiple sources and present it so that business managers can make more informed decisions.<ref>{{cite journal |last1=Josiah |first1=Ahaiwe |last2=Ikenna |first2=Oluigbo |date=February 2015 |title=Role of Technology in Accounting and E-accounting |url=https://www.academia.edu/12111029 |journal=International Journal of Computer Science and Mobile Computing |volume=4 |issue=2 |pages=208–215 |access-date=27 October 2018 }}</ref> Analytical CRM systems use techniques such as data mining, correlation, and [[pattern recognition]] to analyze customer data. These analytics help improve customer service by finding small problems which can be solved, perhaps by marketing to different parts of a consumer audience differently.<ref name="crmsoftware-2015"/> For example, through the analysis of a customer base's buying behavior, a company might see that this customer base has not been buying a lot of products recently. After reviewing their data, the company might think to market to this subset of consumers differently to best communicate how this company's products might benefit this group specifically.

=== Collaborative ===

The third primary aim of CRM systems is to incorporate external stakeholders such as suppliers, vendors, and distributors, and share customer information across groups/departments and organizations. For example, feedback can be collected from technical support calls, which could help provide direction for marketing products and services to that particular customer in the future.<ref name="Tavana-2013">{{Cite journal |last1=Tavana |first1=Ali Feizbakhsh |last2=Fili |first2=Saeed. |last3=Tohidy |first3=Alireza |last4=Vaghari |first4=Reza |last5=Kakouie |first5=Saed |date=November 2013 |title=Theoretical Models of Customer Relationship Management in Organizations |journal=International Journal of Business and Behavioral Sciences |volume=3 |issue=11 |s2cid=167523749}}</ref>

===Customer data platform===
{{main|Customer data platform}}
A [[customer data platform]] (CDP) is a computer system used by marketing departments that assembles data about individual people from various sources into one database, with which other software systems can interact.<ref name=ZDnet/>  {{As of|February 2017}}, about twenty companies were selling such systems and revenue for them was around US$300&nbsp;million.<ref name=ZDnet>{{Cite news|url=https://www.zdnet.com/article/introduction-to-customer-data-platforms/|title=How customer data platforms can benefit your business|last=Greenberg|first=Paul|work=ZDNet|date=13 February 2017|language=en}}</ref>