CRM & Infrastructure
Consumer Resource Management is data driven software to help you manage, maintain and store information related to your companies current clients and potential customers.
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The infrastructure behind this, enables companies to maintain lasting profitable relationships between customers and provides value to the wider society.
Consumer Resource Management (CRM)
Types of CRM
Analytical
Analytical CRM uses the foundation of a platform to manage customers. Examples of this are heavily within many trading platforms for stock and cryptocurrency brokerages.
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The reason analytical CRM works in this field is due to the outputs required; much of analytical CRM's is related to data modelling.
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Operational
Operational CRM often is based around throughput rates and critical paths. They are commonly found within the transport and distribution sector.
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The key element for Operational CRM's is to close the throughput rate, improve efficiency and find the best critical path.
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Collaborative
Collaborative CRM involves breaking down existing silos, and opening a communication channel between different segments of a business.
It is commonly found within professional industries, particularly communication industries. The key goal is for CRM to improve workplace culture and collaborative on active productivity.
CRM Infrastructure
Visibility
Not all CRM infrastructure needs to be visible to all sectors of a company. It is important that the visibility of your infrastructure follows your organisational chart.
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This ensure efficiency, less bottlenecks, no confusion and ideally no employees clashing over differing segments of the business.
Function
The function of your CRM infrastructure is largely dependent on the individual businesses decision as to how it is used.
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Fundamentally, companies may have a very different view in different industries, some in finance might see it as a model, where as others in operations may see it as a rate of efficiency.
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Execution
Using your CRM system is more difficult than many imagine. Basing your CRM infrastructure off ineffective data and modelling does not achieve anything but may hinder operations.
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What companies need to focus on is the end goal, and work back in the consumers eyes through the use of their CRM.
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CRM data can often lead to interesting findings when searching for an improvement in results. At SJLC, we have worked through many CRM systems and look to achieving an end result as an equitable solution for your business.