What types of CRM exist and which one do you need?

When we ask ourselves what are the types of CRM, we will turn to the most common classification. This is the model that divides the tools into three types of analytical, operational and collaborative CRM , which are the 3 most common types of CRM systems.

While Customer Relationship Management Software ( CRM ) is the number one choice for large companies to automate processes, it is important that you know which sector of your company needs to be optimized.

In this article, we will look at the features and differences between the different types of CRM, and their examples . So that you can choose  the one that best suits your business model.

A CRM (Customer Relationship Management) is an indispensable tool for managing customer relationships. However, not all CRM systems are created equal. Depending on the needs of your business, there are different categories and approaches. Below, we will explore what types of CRM exist and their main characteristics.

Classification of CRMs according to their main function

Operational CRM

Operational CRM focuses on improving the efficiency of customer interactions. It automates key processes such as sales, marketing, and customer service, with the goal of delivering a faster and more satisfying experience. For example, this system manages data related to customer satisfaction and frequent complaints. With this information, strategies are developed to address recurring problems and improve customer relationships at each stage of the sales cycle.

Analytical CRM

Analytical CRM focuses on data collection and analysis. This type of CRM processes information about past and current interactions with customers to identify behavioral patterns. Thanks to these analyses, you can predict trends and potential customer profiles, which is essential for designing long-term strategies. It also helps you discover new market niches and optimize each stage of the sales process.

Collaborative CRM

Collaborative CRM specializes in managing customer interactions across multiple channels. It facilitates communication between different departments within a company, ensuring that everyone has access to the same customer information. This allows for more efficient tracking of leads and prospects with the greatest conversion potential, optimizing the sales strategy.

Classification of CRM types according to their access method

CRM in the cloud

Cloud CRM is ideal for businesses looking for flexibility. You can access the system from any internet-connected device, without having to worry about installation or maintenance. This model is commonly offered as SaaS (Software as a Service), which entails a monthly or annual cost. It's perfect for remote teams or businesses that don't have a dedicated IT department.

Local CRM

The on-premise CRM type is installed directly on the company's servers. This model provides greater control over the data and the system, as it allows tools to be customized to the specific needs of the business. However, it requires a considerable initial investment for the acquisition of licenses and a technical team for its maintenance.

Classification of CRM types according to their code

Open Source CRM

Open source CRM systems are ideal for companies that have a technical team capable of customizing the software. They offer complete flexibility, as the source code is available for modification. Although many are free, the costs associated with their implementation and customization can be high.

Closed Source CRM

On the other hand, closed-source CRMs are proprietary solutions. In this case, companies must pay a license to use the software, with no possibility of modifying its code. These systems are usually more stable and offer technical support guaranteed by the provider.

Classification of CRM types according to their origin

Local CRM

Local CRMs are designed to meet the specific regulations of a country or region. For example, a CRM developed in Argentina will be optimized for electronic invoicing and local tax management. This is essential for companies that operate exclusively in a domestic market.

Global CRM

Global CRMs, on the other hand, are robust and scalable tools designed for companies that operate in multiple countries. They offer advanced features such as support for different languages, currencies, and regulations. However, their cost is usually higher due to their ability to handle international operations.

Classification of CRM types according to their specialization

Horizontal CRMs

Horizontal CRMs are generic systems that can be used across a wide variety of industries. They offer basic customer management functionality, making them a versatile option for businesses across a variety of industries.

Vertical CRMs

Finally, vertical CRM types are designed to meet the specific needs of certain industries.

For example, a CRM for the hospitality industry will include tools for managing reservations and customers, while a CRM for the medical industry will facilitate the management of medical records and appointments. This level of specialization allows companies to streamline their operations and improve the customer experience.

Using forms is one of the most practical methods for capturing data from current and potential customers. The process is very simple using HubSpot 's CRM  .

Analytical CRM and its potential

Analytical CRM types , as their name suggests, are responsible for managing and analyzing large amounts of information. In this way, they seek to understand their customers much more thoroughly in order to offer a completely personalized shopping experience.

To do this, they collect online and offline data, both current and present, from interactions with customers. In this way, the preferences and properties of each of them are analyzed.

To carry out this task they use three key tools

• Data mining: We can also call it general pattern discovery. This technique tracks information and data trends that can shed light on people's usual behavior. This way, the company can understand the customer life cycle more accurately and adjust its plans accordingly.
• OLAP Tool: Or online analytical processing. This tool is used to evaluate multidimensional data from multiple perspectives in databases.
• Data storage: This data warehouse is responsible for managing and preparing the necessary information about each client. They are much more efficient than any database.

Why choose an analytical CRM type?

This type of CRM is used to gather information that helps us create a standard profile of our customers. With a more accurate profile and an established pattern of behavior, the company's efforts can be optimally adjusted.

Is an analytical CRM type right for my business?

If you're thinking about using data to improve your workflow, choosing this type of CRM is the right choice. You might also consider hiring or training an employee to use this tool. While it's not at all complex to use, it will require more time.

This  type of CRM is a software that manages a lot of information :

Analytical CRM is the perfect option for:

• Companies that have a lot of historical data about customers, campaigns and sales.
• If you need to make a decision to develop a business strategy based on knowledge of your customers.
• Any business that handles a large amount of information.

Operational CRM and its uses

An Operational CRM Type (or Operational CRM ), is the most complete example within the CRM types. It simplifies all automation processes. This includes:

• Sales
• Marketing
• Customer service

Its main objective is to collect the largest amount of information from potential leads to convert them into contacts and provide them with quality service throughout the sales cycle.

While there are open source CRMs, the most professional options are the likes of Salesforce , Hubspot , or NetSuite .

Operational CRM types include all the functions we saw in the previous ones. Their objective is to convert potential customers into contacts and, subsequently, into sales and profits.

That is, it optimizes the three key areas of customer management: service, sales and marketing.

The functions of an Operational CRM are divided into:

• Sales Automation:  Allows you to establish a specific pattern to acquire new clients and manage the ones the company already has. This function is the one you will find in commercial CRM types, and you will also have modules for:

1. Sales management.
2. Contact management.
3. Sales forecast.

• Marketing Automation:  Allows businesses to decide which channels are most effective for carrying out their sales: phone calls, emails, meetings, paid ads or social networks.
• Service Automation:  Focuses on retaining current customers through the implementation of quality services, which aim to create long-lasting relationships.

Operational CRM Example

One of the most popular options is Microsoft Dynamics .

Operational CRM allows:

• Track critical information from leads to Performance Indicators.
• Deliver a wealth of information to promote sales and generate revenue.
• Integrate with other Microsoft products, such as Office.
• Manage without an internet connection, since it is one of the types of CRM that is offered on demand , and also as an online CRM.

Difference between Operational and Analytical CRM

The main difference between operational and analytical CRM is their approach. Analytical CRM focuses on processing all of your customer information in order to improve your approach when forecasting demands and behaviors.

But operational data takes all this data and takes it to a new level, allowing you to have a much more global and predictive view of the course of your company's sales.

Self-test: What type of CRM is ideal for your company?

Choosing the right CRM can seem like a complicated task, but everything becomes easier when you know the specific needs of your business. With this self-test, you will be able to identify which type of CRM best suits your current situation. Answer the following questions and add up your answers to get the result.

Question 1: What is the main objective of implementing a CRM in your company?

a) Automate sales, marketing and customer service processes.
b) Analyze data to make decisions based on trends and behaviors.

Question 2: What type of access do you prefer for your CRM system?

a) Access from any device with an Internet connection, without worrying about maintenance.
b) A system installed on your own servers, with greater control over the data.

Question 3: Does your company have a technical team that can customize the software?

a) No, I prefer a ready-made system with technical support from the vendor.
b) Yes, I have a team capable of adapting the CRM to my specific needs.

Question 4: Do you operate in a single country or do you need a system that works in multiple markets?

a) I only operate in a local market and I need the CRM to comply with local regulations.
b) My company operates internationally and I need a system that can adapt to different laws and currencies.

Question 5: Does your company belong to a sector with specific needs?

a) No, I need a CRM that works well in any type of industry.
b) Yes, my sector requires specific tools to optimize our operations.

Interpretation of results

• Most a) : A closed-source, cloud-based Operational CRM is ideal for you. This system will allow you to streamline your daily processes without worrying about maintenance or installation. If your company operates locally and does not need specialized functionalities, a horizontal CRM is an excellent option.
• Most b) : An open source, locally installed analytical or collaborative CRM will be the best option. This will give you full control over the data and the ability to customize the system to the specific needs of your industry. Also, if you operate in multiple countries, consider a global CRM to ensure scalability.

Knowing the types of CRM is very important to  compare, analyze and find the right one.

CRM options are so diverse that it is necessary to choose analytically. Do you need an online type of software, an installed type, a SaaS CRM type, or a subscription type?

On platforms like ComparaSoftware  you can find out about the best CRMs and receive free expert advice. With the right CRM, your company will obtain highly competitive results for you and your clients.