What are CRM systems: CRM classification and market trends

 

It is impossible to correctly choose IT for business without basic knowledge about CRM systems: what are they and how they differ. We offer you to understand the types and formats of CRM programs together. Types of CRM systems 65% of entrepreneurs implement CRM within five years after opening a company

CRM systems are software for customer relationship management. They help keep records of transactions and counterparties, remind of scheduled appointments, important calls and letters, automate routine processes and ultimately lead to increased profits. Unsurprisingly, 65% of entrepreneurs implement CRM within the first five years after starting a company.

However, the needs of all industries are different. For example, it is important for a large bank to receive analytical reports on thousands of customer transactions, while a small beauty salon just needs to register customers with specialists, remind them of the visit and fix the payment. Therefore, there are different types of CRM systems, which differ in the level of information processing and tasks to be solved.

1. Operational CRM

Most of the existing solutions are of this type. Such systems simplify interaction with clients, systematize data on orders and transactions, issue invoices themselves, remind the client to call back and can themselves send him an SMS notification, record phone calls, etc.

The main task of operating CRM systems is to increase customer loyalty in the process of direct contact with him.

All operational CRMs are able to:

• register incoming traffic (calls, letters, requests to the site);
• store data on clients, orders, deals, tasks, etc. in the database;
• automate document flow within the company;
• record the progress of transactions along the sales funnel;
• remind about planned calls, letters, meetings;
• set tasks and control the work of employees.

Examples of operating CRM-systems are solutions 1C: CRM and BIT: CRM 8. However, in a "pure" form, operational CRM solutions are rare today. More and more developers are adding analytical and statistical functions to their programs.

2. Analytical CRM

Unlike operating systems, analytical systems not only record the history of customer interaction, but also help to trace patterns in sales: customers from which sources buy most often, at what stage most deals fail, how customers are distributed along the sales funnel - and all this data is updated. online, in the context of any parameter.

The purpose of analytical CRM is to analyze the accumulated information about customers and sales to build a more effective strategy.

Analytical CRM can:

• segment your customer base;
• determine customer value;
• analyze their profitability;
• monitor customer behavior at every stage of the transaction;
• show the distribution of deals across the sales funnel;
• analyze the dynamics of sales;
• analyze the effectiveness of marketing tools;
• predict sales.

Examples of analytical CRMs include products from SAS, SAP BusinessObjects, and Marketing Analytic.

3. Collaborative CRM

Such CRMs establish communications with customers to collect feedback. The information obtained with their help helps to adjust the range of goods, pricing policy, as well as the customer service process. For example, employees of a call-center of a car dealership call customers, asking questions about the quality of service and recording the answers. Based on the survey results, missing components are purchased and new services are added.

As such, there are no ready-made CRM systems of this type: either individual solutions are developed, or existing communication channels are used, and information from them is recorded in the main CRM program (Internet forums, social networks, telephony, e-mail correspondence).

4. Combined CRM systems

In recent years, programs that combine elements of different types of CRM have come to the fore. These are mainly operational CRMs with a set of analytical functions (reports on sales, clients, managers' efficiency, etc.), as well as the ability to communicate with clients (thanks to integration with the website, messengers, social networks, etc.).

Criteria for choosing a CRM system for small businesses

Small businesses have their own needs and problems, different from those of medium and large. This is logical. But you do not need to think, since several people work in your company, or even you are alone, then you do not need CRM. You just need to choose a system that will solve important problems for you.

When choosing the right solution, rely on the following criteria.

1. Ability to save customer contacts and important information about projects or orders. This is the main function of any CRM system for small business - it should make it easier for you to work with clients, for this it was created.

2. The system can generate automated reports. This will save you headaches and a lot of time too.

3. Ease of use is a very important criterion. You have no time to delve into the wisdom of work or hire a specialist who would teach you to use the system.

4. The system should not require installation and full-scale implementation - you have neither the resources nor the time for this.

5. The price of a CDM system for small businesses also plays an important role. Expensive software will hit your pocket hard, and you don't need it. Moreover, there are many free CRMs on the market, the functionality and capabilities of which are more than enough to solve your main tasks.

6. A convenient mobile application to work with the system not only from a computer, but in general anywhere where there is Internet - even sitting in a cafe during negotiations with a client. Small businesses often don't even have an office with that same computer. Therefore, CRM should be as convenient and mobile as possible.

This system has a free tariff plan. According to him, up to five people can work in the system. Other possibilities:

• 200 MB of space;
• up to 50 files;
• client base - up to 200 people;
• you can connect one site;
• video conferences can be held for up to 5 participants.

You can register for the free version.

Customer base

From the very name it is clear: the system will help you maintain a customer base. In this program, you can create various tables, differentiate access rights for employees, carry out personalized mailings and create various documents based on tables.

The client base has ready-made configurations for different types of business: beauty salons, dentistry, various agencies. Only all these configurations are paid - you will have to pay extra somewhere around 300 rubles.

In general, a simple, convenient and intuitive system that does not require installation.

Up to ten users can work in the free plan. The base cannot be more than 500 clients, and 300 MB for files is also given.

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