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.




As the name implies, Analytical CRM is the version of Customer Relationship Management that is concerned with analyzing customer data and interactions to improve your business processes. The main aim of Analytical CRM is to collect data on your customers from various channels and gain insights on their behavior and patterns. This helps you develop marketing campaigns and strategies to target customers and potential customers.

Analytical CRM is quite different from Operational CRM. The latter deals with sales, marketing, and services involving direct contact with customers. The former processes that are undertaken within the organization. Analytical CRM oversees the process of analyzing customer data to augment your decision-making strategy.

Features of Analytical CRM

One of the features of Analytical CRM includes gathering relevant data on your customers from different available channels, then using this data to derive intuitions for your brand. You could also make use of it to analyze the customer data to improve the quality of your customer relationship.

Analytical CRM also assists you to conduct audience segmentation on your customers and study the behavior and interaction of each customer subgroups. This would give you the necessary insights to undertake personalized campaigns with focused targets.

With the help of Analytical CRM, you can easily predict the possible actions of your leads or customers by tracking their past actions and behavior. This allows you to make informed decisions in reaching out to customers by putting out appropriate content for them to interact with.

Benefits of Analytical CRM

Using Analytical CRM in the right way can grace your brand with credible benefits. If utilized appropriately, it helps to improve your conversion rate. It also develops your customer experience and relationship. This is because, with it, you can study your customers and address their needs more effectively.

Analytical CRM makes sure your marketing campaigns are more efficient because of the analysis that would have preceded them. You can, therefore, make better informed decisions.

You will also be more equipped to attain the level of brand loyalty among your customers. Analytical CRM assists you to gain insights on your customers’ interests and behavior which would help you satisfy them better. With this, your financial forecasting and planning would also be more accurate.

Analysis Reports Generated from Analytical CRM

Analytical CRM is used to analyze data from various aspects and generates reports. One of the kinds of analysis reports gotten from it is customer analysis report which is derived from analyzing your consumers and gain insight on them.

Another type of analysis report from this CRM is the sales analysis report which shows you sales trends and performances for a particular period. It aids you in identifying sales opportunities. A marketing analysis report is also derived from Analytical CRM. This refers to reports used to discover marketing opportunities and enhance your marketing strategies.

Another analysis report under this CRM is service analysis report. This is a very essential kind of report because it entails an analysis of customer satisfaction and quality of your service. It is very important to your brand because it helps you identify areas that require improvement in your customer relationship.


Collecting and analyzing data on your customers is a continuous process that you always have to engage in. Consumers change their preferences and behavior and so you need to always be at alert and stay in the loop. Analytical CRM is one tool you need to keep at arm’s length in this quest.

Email marketing is the next step


According to HubSpot, 99% of consumers check their emails every day. This brings to light the huge prospect email marketing holds. Email marketing involves sending out messages to a group of people through email for commercial purposes. Emails can be sent out for various purposes including publicizing new products or contents, announcing new discounts and offers, reminding against deadlines, and many more

Email is considered a very effective investment as it improves the leads you generate on your content. Email marketing is believed to be the marketing channel with the highest Return On Investment (ROI). HubSpot also reports that more than 59% of marketers say email is their biggest source of ROI. This implies that as a brand owner if you haven’t been utilizing emails to market to your audience, you have been missing out by a lot.

Email Lists

Before you can start marketing with emails, you have to build your email list. This entails gathering emails of interested customers and visitors on your sites. You should add emails of customers you already have in your database. You could also make use of email forms to request customers’ emails. The email forms will be placed at strategic places on your websites for interested customers to see and fill.

Emails are used as a form of reminder or a means of directing your audience to a particular platform to take an action you want them to take. There are various forms email marketing can take, depending on the purpose of the email. We will briefly mention them.

  • Newsletter: You can regularly distribute emails in the form of newsletters to your audience. This would contain content centered on a main topic of interest. The purpose of these newsletters will be to keep in touch with your customers and engage them. Email newsletters would help to keep your products in the mind of customers and also drive them to your website.

  • Offer: An offer email is sent to customers to gear them to make a predefined action, in most cases, to purchase your product. This type of email is used to exhibit discount prices and new offers to customers. You accompany an offer email with a call to action to convince customers to make a purchase of at the stipulated discounted price.

  • Announcement: This refers to an email sent to your customers with the sole aim of announcing the arrival and availability of a new product or service. This email helps you keep your audience interested in your brand as they get to be up-to-date with new products from you. The email will also be used to drive people to your website to purchase the new products.

  • Event Invitation: As the name implies, this email type is designed to make your customers aware of an event and encourage them to partake in it. Perhaps you are organizing a convention and the date is drawing near, you can send out emails to your audience to remind and increase interest in the event.

Email marketing has to be done right. Your emails should be constructed in an easy-to-read manner to prevent customers from losing interest in them. You should also consider using appealing images and visuals to increase engagement. Also, try as much as possible to personalize your emails to each customer as this would help them connect with it and spark up interest.

Email marketing, like every other thing, needs to be backed up with analytics to measure its effectiveness. Some of the emails you send may bounce and you need to know the cause to prevent wasted efforts. You also need to aware of the type of audience that interacts and convert through your emails to help you make better decisions on email marketing.

Email marketing is a very profitable form of marketing which you need to get familiar with. With proper goals, planning, strategies, and management, you would increase leads and conversions with it.



As a brand, Customer Relationship Management, or CRM, is as important to you as anything else. In fact, you should hold it as important as you hold your business. Customer Relationship Management helps you to monitor the actions of your customers and how they interact with your touchpoints. Touchpoints here refers to places or actions through which your audience come in contact with your brand. It could be an email form they have to fill or a purchase button they have to click.

The importance of CRM cannot be overemphasized, especially in this modern-day world where marketing has gone beyond a company’s marketing team but now relies on its customers as well. CRM helps you to make informed decisions on who to market what product to and what time or season to market those products. This is because you have been able to study the behavior of your audience.

One important aspect of CRM is the fact that it makes use of data to develop insights to improve marketing. With the right data at the right time, you can always tell the type of content a particular audience likes to consume as well as the type of strategy that sells your products to customers. The knowledge of all this equips you with enough insight and information on your customers.


Every brand should always aim beyond just having customers. As a brand your end goal should be converting your customers to loyal advocates. Loyal advocates are customers that choose your products over your competitors any day or time. Beyond that, they also act as brand evangelists who refer your brand to their friends.

Word of mouth is one of the most effective forms of marketing. This is because a consumer would rather listen to a fellow consumer than a brand, as it is easy to believe that a brand has a motive to sell. A fellow consumer on the other hand doesn’t have to sell so he or she will be seen as more honest. Customer Relationship Management would help you get to this position with your customers.

With CRM, you will always stay in touch with your customers. For example, on social media, you have the opportunity to engage with your customers and listen to their needs and concerns. When your customers notice that beyond selling your products to them, you also care about their preferences and what they have to say, this would create a bond between you and them. The next time they need the product or service you offer, your business would come to mind.

CRM provides tools necessary tools for deep engagement with your customers in a personalized manner. Customers would feel more comfortable and would relate better if they know they are interacting with a human and not a robot. It also makes it easier for the customers to bond with your brand thereby spurring loyalty within them.

Consumer Relationship Management also helps you keep track of accounts your customers keep with you. This would enable you to easily identify your high profile and loyal customers. Knowing this, you would be aware of strategies that you could use to encourage these customers to act as advocates for your brand. You don’t want to leave your loyal customers unacknowledged as that could become a turn off for them.

Customer Relationship Management is a must have for any serious business, so if you haven’t incorporated it into your business you should do that immediately.