Collaborative CRM: Principles and Advantages

Customer Relationship Management (a.k.a CRM) is a multitude of apps and extensions that work towards the same goal – automation and improvement of your online business. It’s a system that makes sure you gain the most from your buyers and create the best client experience for them.

To this end, there are three major types of CRM applications: Analytical, Operational, and Collaborative. The Collaborative is the least exciting of the trio because it basically establishes and polishes the communication lines between all the moving gears in your business mechanism, including department-department and department-customer connections.

So, how does Collaborative CRM work?

Quick overview of CRM

First of all, what is CRM and why do you need it so badly? These are tools created specifically to increase your sales through interaction with customers. It’s generally provided adhering to several principles:

  • Personalized user experience
  • Customer data analysis
  • Client retention.

In essence, you need to understand what your clients need, show it to them, make sure they are well treated, and it will work wonders. Not only will you sell them exactly what they want, but they are bound to return for more. For it, though, you need proper communication, and that’s where Collaborative CRM comes into play.

Overview of Collaborative CRM

Each type of CRM exists for its own purpose. Operational CRM establishes and automates all the systems and mechanisms. Analytical CRM collects all sorts of information to better understand your buyers. Collaborative CRM makes sure buyers can actually reach you, and that their information can reach you.

Think of it as your road network that works closely with your other customer management systems. The Analytical system can collect more data through these pathways if you actually interact with your users. The Operational system needs customer-business interactions in crucial parts of its mechanism, too.

The roads have their own uses, naturally. But they increase the efficiency of other tools dramatically. They just work together very well.

Collaborative CRM: Principles and Advantages

Establishing connections

Now that you have some understanding of what CCRM does, let’s see how it does it.

First, you need to establish communications between users and your business & inside your business. This is the part many call ‘interaction management’. It’s all about setting up the connections. Their primary objective is to let users reach your systems, be it sales mechanisms, customers support, or some sort of bonus program.

The key is to give them all the options for it. If they want to contact you via phone, email, social media, video chat – they need to have this need covered. The more the better. After the user connects with these services, the information received in the process is transferred to many other departments that work with customer relations.

For instance, if the user bought a canoeing kit, the sale-purchase exchange will go through the Collaborative system. This process receives initial analysis, and some consensus and general data (like the fact that they like canoeing or pay with Visa) is passed on to other departments, like marketing, customer engagement, etc.

Obviously, it also works to increase further interaction between the various departments of your business. That’s why it’s called ‘collaborative’. There are communication channels put in place for various apps so the teams or algorithms can have more information to work with and receive help from other systems.

Managing connections

After establishing all the necessary communications, it’s time to review their technological capacity. It means basically they need to be properly thought out and coupled together with the latest enhancements. This includes automation and AI instruments, but also a high degree of customization.

You need to properly set up the different channels to get what you expect from them. Automation and sophistication allow them to fulfill their purpose in record time, while also figuring out what’s currently the best course of action. For instance, should the user be directed to agent A or agent B for customer service? These questions are easily answered if the app algorithm is given time to teach itself.

What you get in the end are automated algorithms and teams that receive pieces of information from the customer and use it for their own purposes. If the work a department has done or the information it processed is needed elsewhere, it’s momentarily sent there.

Advantages of CCRM

CCRM is not just advantageous, it’s crucial if you want to create a sophisticated, technically advanced customer management system. All mechanisms will benefit from the CCRM network, that’s for certain. But how exactly will the business as a whole benefit from it?

  • Higher client satisfaction rateCRM systems exist in large part to reduce the number of people leaving the business without buying anything or even stepping past the landing page. It happens because CCRM creates room for your apps to collect the necessary data. This data is then used to create an environment that personally fits the needs of your clients.Details such as their preferred payment method, the amount of money they usually spend, or what they even buy make up personal portraits for each of your customers. These are then used to understand what to recommend to them or what needs to be done to improve their visit, creating a more satisfying experience.
  • Improved workflowOnline businesses can’t yet be fully automated, there are still plenty of real employees needed to operate the mechanisms, at least partially. High-tier communication channels allow them to access any information from other departments within seconds.It’s not like they need to go even to the other room for it. ‘Departments’ here mean basically different menus that you can access on your computer or have a person from another ‘department’ send it over to you. As a result, mundane tasks demand less time and effort, letting people dedicate their hours to other activities.
  • Integrated communicationsCRM solutions work with a high degree of integration, and the same goes for the CCRM tools. Regardless of the channel customers use to contact you, the information collected through it is stored in the same database as data gathered through other modes of communication.Moreover, they are operated by the same algorithm. It means that it can deduce what employees can take care of the incoming call, email, or message and forward the request to them.

What does it give you?

These advantages are only a fraction of the positive results the Collaborative CRM brings you in conjunction with other client management solutions. They all end up contributing to the sophistication, integration, and collaboration of different systems within your online business.

They work towards the same goal – creating a personal experience that reflects the client’s needs, resources, and goals. It creates a warm feeling of satisfaction, which ultimately increases revenue and turns the online business into a more attractive, user-friendly environment.

You don’t particularly need CCRM if you aim to make just some CRM additions to your business mechanism that don’t require streamlining and micromanagement all that much. But for bigger projects, this sort of customer management is a must-have.

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Arseny Kudrin

Publicist, trader

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