CRM

The term CRM stands for Customer Relationship Management, which means "management of relationships with customers." CRM is defined as a management model in which the customer and building relationships with them are the priority. The goal is customer satisfaction and their loyalty to a company or brand. Actions directed at the customer should be included in the company's strategy, whether in terms of sales, marketing, customer service, etc. In other words, all company activities should prioritize proper treatment of the customer and the building of a lasting relationship with them.

The foundation of CRM is an appropriate software, that is, a tool that enables achieving specific objectives. The basis of a CRM system is a database that stores all the necessary information about customers, suppliers, etc. This type of database allows for quickly obtaining information about a specific customer, such as their order history, from which a new offer can be sent.

Types of CRM systems:

1. Communication CRM: Manages all contacts between the customer and the company. This type of CRM is mainly used in call centers. It can also be useful in companies whose communication with customers is based on emails.

2. Operational CRM: It is a CRM system that collects and provides information about customers, allowing for comprehensive service. It is also known as a "front office" system. This tool enables the company to automate marketing, sales, and customer service processes.

3. Analytical CRM: It is a tool mainly used to analyze customer behavior. It plays a crucial role in creating business strategies and improving the quality of the company's services or products. In other words, this system allows the company to adapt to its customers in order to conduct business more effectively. Analytical CRMs are very advanced tools that allow for detailed customer segmentation, analyzing their value, and measuring their loyalty.