Markets have become highly competitive and the brands that are going to survive the market revolution are those that have what it takes to adapt. Adaptation in this sense refers to developing the skills, strategies, and resources to play the marketing game the way it has quickly evolved to be. Any brand that doesn’t fall in line will be left out of the race in this modern world.

As a brand, you should understand that marketing has evolved from simply selling to customers to engaging and keeping your customers within reach. This entails collecting data on your audience’s interaction with your business and using them to your advantage. Customer Relationship Management (CRM) helps you to communicate with your customers properly and generate leads for your business.

CRM is a software that helps you to keep your customers in one place. With CRM, you can have various information on your customers and leads. It helps you to understand the behavior and interests of your audience to enable you to make necessary decisions that would help your brand. With this software, you will build a lasting relationship between you and your audience which helps you breed loyal customers. There are three main types of Customer Relationship Management, which we have brought to you.

  1. Operational CRM:

Operational CRM refers to the processes that focus on sales automation, marketing automation, and service automation. The major purpose this CRM serves is to generate leads, convert those leads to contacts, and then record all the details required in providing services to the customers. Under operational CRM, Sales Automation refers to all the processes concerned with dealing with your customers and acquiring new ones.

Marketing Automation refers to processes involved in approaching your potential customers and using campaigns to convert them to customers. Lastly, Service Automation helps you retain your customers by offering high-quality services and building a strong relationship with them.

  1. Analytical CRM:

Analytical CRM relies on data analysis in helping you determine the best ways to serve and reach your customers. This CRM analyses data on your audience through the various touchpoints of your brand. This data could be used to generate insights for improving the quality of your brand and acquiring leads and customers.

Analytical CRM gathers data on customers including their sources. You could make use of it to decide campaigns and strategies for reaching out to your audience. This is made easier due to the insights you have gotten on your customers’ behavior and interests.

  1. Collaborative CRM:

This type of CRM is sometimes referred to as Strategic CRM. This type of CRM allows you to share information on customers with the various organs or departments in an organization. for example, the sales team could share analytics on the sales of your new product with the marketing team through collaborative CRM. This promotes the strategic flow of information through an organization.

Collaborative CRM helps you review feedbacks from customers provided by a particular team to determine the behavior of your customers towards your brand. It unites various groups to achieve a centralized goal, from increasing sales or acquiring customers.


These three types of CRM are all important and necessary for your brand. You need to generate leads and customers. You equally need to analyze data on your customers as well as collaborate with the different groups to make strategic centralized decisions.


If you have chosen to make use of a CRM software, you want to be familiar with how you can integrate it into your business features. CRM is very valuable and would fulfill its purpose of developing your customer relationship when you have fully incorporated it into your business.

Your CRM should ideally serve as a central nucleus for your business activities which has a root in various aspects of your business. Having an integrated CRM allows you to fully explore its capabilities towards meeting your business goals. There are some integrations for your CRM in your business processes.


If you integrate your email marketing into your CRM, you can log all of our emails and have access to your email contacts anytime. This makes your email system centralized and organized and consequently, easy to manage.


Your calendar tools assist you in keeping track of important events and dates like meetings, and so on. You could integrate this into your CRM to log key tasks, easily create reminders on your calendar, and stay informed on them.

Social Media

Social media has proven to be a very lucrative tool for businesses. You can also optimize this opportunity by integrating your business’ social media accounts with your CRM. This would aid your business by providing you with data and insights on your social media audience.

Valuable data on your social media audience supports you while making decisions on the kind of content they like and engage with. CRM also allows you to automate your posts on social media.

Internal Communications

For optimal communication among members of your organization, you should make use of communication tools. You can also integrate your organization’s communication tools with your CRM so you can interact with your team members within the software.


As a business, you would make use of forms to collect customer data and contacts. Synchronize these forms with your CRM for easy analysis and organization. this makes it easier to track your email contacts and implement your email marketing campaigns.


If you have an e-commerce business, you should integrate your online shopping platform into your CRM. This would assist you in understanding the shopping behavior of your customers. It would also integrate contacts and orders, through which you can reach out to certain customers. Having data on your online shop customers would prove useful as you can analyze and make remarketing decisions based on them.

Call Software

If you need to host conference calls regularly with members of your organizations or even calls with your leads and customers, you can make the process easier and more organized with CRM. It allows you to integrate your calling software and save your details and contacts which makes it easier to execute your conference or video calls.


Integrating document software with your CRM allows you to handle and monitor your documents in one central system. Your contracts, proposals and other official documents will be easily organized with the help of your CRM. It also allows you to easily import available data into your documents at any time.


Integrating the various aspects of your business into your CRM is highly relevant as it saves valuable and efforts in executing tasks. You need to get a credible CRM system in the center of your business to enhance your operations and gear you towards achieving your customer relationship goals.


Customer Relationship Management helps you to creatively achieve goals for your business.  it does more than simply managing data on your customers, it also creates opportunities for you to enhance the overall experience of your customers. CRM stores and organizes data on your customers and their interaction with your business. This allows you to make important decisions and improve your business functions.

You should consider adopting a CRM system if you haven’t gotten one. It becomes more essential as you grow and it is easy to get. There is free CRM software for businesses of all sizes and niches. There are various ways through which CRM imparts your business:

Customer Self-Service

The process of learning about a new product or service is usually quite tasking for customers. Sometimes, the processes are either confusing or time-consuming. This is where CRM comes in by making this journey easy and straightforward for your customers.

Through CRMs, you could conduct onboarding sessions with your new customers to guide them through the necessary procedures. This would improve your profile with your customers and with it, you gain brand advocates. Customer self-service will serve as an upgrade to your customer relationship.

Personalized Interaction

CRM gives you the luxury of easily personalizing your relationship with your customers. When you do this, your customers appreciate your business and they tend to be loyal. According to Hubspot, about 41% of customers churn due to poor personalization. With CRM, your business can interact with customers through personalized content.

CRM allows you to have all your customers’ data at your disposal. Through this, you can study your customers and reach out to them with personalized content that would resonate with them.

Excellent Customer Relationship

To improve your business’ relationship with your customers, you need to strengthen the bond of trust that exists between you and your customers. Your customers interact with you continuously and you can make use of this relationship history to enhance your future interactions. CRM keeps data on your customers which you can refer to whenever needed.

As your business grows, you have to maintain the same quality of customer relationship and even better. Make use of CRM to help boost your relationship and interaction with your customers.

Accessible Information

The major role of CRM is collecting and organizing data on your customers. The customer data CRM collects includes past interactions as leads or through customer support. When interacting with a particular customer, you can run a background check on your database on the customer. This would assist in satisfying the customer as you would be better equipped to understand them better.

Having accessible data on customers helps enhance customer relationship and customer support. It also develops trust between your business and your customers.

Customer Satisfaction

CRM puts you on the right track to effectively meet your customers’ needs. With it, you can analyze customer data and determine the best way to approach customer demands. All this attracts high-value customers to your business.

Customer satisfaction should an important goal for your business and CRM is a tool that would easily assist you in the quest. With the various functions of collecting, storing, and analyzing data, you have gotten the secret to making it happen.





Collaborative CRM is the type of Customer Relationship Management that is concerned with interaction within an organization and channel management. This CRM is a necessary tool for building a collaborative strategy for your brand. Through this, you create an atmosphere of synergy within your organization where various arms can work together towards a preconceived goal.

Collaborative CRM allows various departments, like sales, technical support, and marketing, to share data sourced from customer interaction. Under Collaborative CRM, various departments in an organization jointly process the information on customers to improve customer relationships and satisfaction. All these put your brand on the right track to offering high-quality customer service of achieving brand loyalty.

Collaborative CRM promotes smooth interrelationship within an organization. For example, technical support could receive feedback from your customer and the marketing team could make use of this information to target customers with the appropriate campaigns. Collaborative CRM is divided into two major parts; Interaction Management and Channel Management.

Interaction Management

This is the aspect of Collaborative CRM that centers on managing interactions between the organization and the customers. It involves the various methods an organization uses to relate to its customers. These are communication channels like email, social media, phone calls, letters, face to face meetings, and so on.

Channel Management

Customers prefer some channels to others and an organization needs to reach out to its customers through their preferred channels. Collaborative CRM helps an organization to manage the channels used to reach out to customers. Through this, they can be improved to better serve the purpose of enhancing customer interaction and relationship.

Building a Successful Collaborative Strategy

One of the main goals of Collaborative CRM is building a collaborative strategy that would spur the organization to achieve its goals. One of the steps to attaining this is to understand your business goal. Organizations have various collaborative strategies for different business needs. You have to identify and define your goals to determine what strategy would be a great fit.

You should also select the technology to use based on your business needs. There are countless technologies used in the market with different capabilities. To determine which of them to use, you have to consider the usability and cost of the technology and also your business goal.

Running campaigns and strategies without measuring effectiveness is like operating blindly. You should see it necessary to measure the effectiveness of your business and marketing strategies with the use of key performance indicators.


Altogether, Collaborative CRM is a highly essential type of CRM as it helps you in the journey of attaining high-quality customer interaction. Since you make use of online collaborations, you get to manage costs. It also assists in synergizing data on your customers to allow centralized data analysis.

This type of Customer Relationship Management is aimed at improving the quality of customer service and the relationship that your brand offers and ultimately getting to the hearts of your customers, transforming them into brand advocates. Understanding the concept would make you better equipped to achieve your business goal.