CRM world (stands for Customer Relationship Management) is probably a paradigm of difficulty in terms of definition due to its broad range within de Technology Consultancy. In this blog post, we deal from Abaco Developments with the difficult task of giving light to this concept, based in years of experience of our teams and partners in these technological and business CRM areas.

Overall, our complete vision of the CRM in 2019 is an integration o 3 different components: 

  • Operative CRM
  • Analytical CRM
  • Relational CRM

Each one of these components of a global CRM is fed by the inputs of the other two components and, consequently generates on his own outputs for the other two. The complete cycle of the inputs / outputs can be summed up in this graphic:

Imagen_Apoyo_Blog_CRM_201906

In other future posts of the Abaco Developments blog we will develop in detail each one of thses 3 concepts, but let’s give a quick description of each of them:

  • Operative CRM: Is the CRM component in charge of compiling the information from the clients, oriented to give them a service that is as complete and effective as possible. In terms of technology, are composed of systems used by the Call/Contact Center teams and the Sales Force team in order to optimize their activity.
  • Analytical CRM: It is considered the “brain” of the CRM. The thinking head (many times we would even talk about AI or Artificial Intelligence) that is capable of optimizing some of the companies activities. Outputs of this area are often client’s segmentations, identification of clients propensity (to purchase a certain product, to churn, etc.), clients saturation models (avoiding over-impacting the clients with direct marketing). It is remarkable that this “brain” has to be fed with information as complete as possible and with good data quality.
  • Relational CRM: In this case, we would talk about the “executing arm” of the CRM. Once the information has been collected by the Operative CRM (and in other sources of clients behaviour information) and processed with Analytical CRM, it is required an automation of the processes for contacting the client the will monetize the overall CRM strategy. We would then talk about Marketing Automation tools that give the order of proposals of contact to each output channel (emailings, App or Explorer Push messages, SMS messages, upgrade proposals in a Call Center or a Point of Sale, among many others).
Imagen_Apoyo_Blog_CRM_201906

In other future posts of the Abaco Developments blog we will develop in detail each one of thses 3 concepts, but let’s give a quick description of each of them:

  • Operative CRM: Is the CRM component in charge of compiling the information from the clients, oriented to give them a service that is as complete and effective as possible. In terms of technology, are composed of systems used by the Call/Contact Center teams and the Sales Force team in order to optimize their activity.
  • Analytical CRM: It is considered the “brain” of the CRM. The thinking head (many times we would even talk about AI or Artificial Intelligence) that is capable of optimizing some of the companies activities. Outputs of this area are often client’s segmentations, identification of clients propensity (to purchase a certain product, to churn, etc.), clients saturation models (avoiding over-impacting the clients with direct marketing). It is remarkable that this “brain” has to be fed with information as complete as possible and with good data quality.
  • Relational CRM: In this case, we would talk about the “executing arm” of the CRM. Once the information has been collected by the Operative CRM (and in other sources of clients behaviour information) and processed with Analytical CRM, it is required an automation of the processes for contacting the client the will monetize the overall CRM strategy. We would then talk about Marketing Automation tools that give the order of proposals of contact to each output channel (emailings, App or Explorer Push messages, SMS messages, upgrade proposals in a Call Center or a Point of Sale, among many others).