CRM platforms allow you to create your own business applications around the customer base, maximally optimized for specific business requirements.
- Platforms are needed to automate work and collect accurate data. In addition, a good platform is able to:
- access data;
- segment customers by type based on different criteria;
- integrate the database with communication channels: from SMS-mailings to contextual advertising;
- automate the process of sending messages;
- help create message templates and ad creatives for different consumer groups.
Customer data platform (CDP) and customer relationship management (CRM) often sound right in the same sentence, because they have more similarities than differences. However, their main goals and functions have completely different directions.
Customer data platform (CDP) is a system that identifies a user through any communication channel and collects information about him in one profile. This allows you to create a detailed and accurate portrait of the client in order to optimize interaction with him, set up accurate targeting of advertising messages and sales offers. Such solutions most often work in the management of omnichannel campaigns.
A popular CRM classification criterion is intended use, according to which systems are divided into
The strategic goal is to focus on creating and maintaining a customer-centric business culture. The purpose of a strategic CRM platforms is to concentrate and acquire knowledge about customers and use this knowledge to improve and personalize customer interactions. This is important, because retaining an old client is easier and at the same time more important than attracting a new one;
Operational – the main goal of such systems is to integrate and automate sales, marketing and customer support. These functions are implemented through boards that provide an overview of all the company’s activities, and through separate pages for each client of the company. The latter contains information about the client, history of sales, calls, important dates of the client, etc.Operational CRM consists of 3 main components: sales automation blocks (includes the stages from entering contact information to turning a potential customer into a real one), marketing (for example, a weekly e-mail newsletter about promotions) and service (for example, integration with IP telephony, mail and etc.);
Analytical – For example, by analyzing the buying behavior of an individual customer base, a company can understand that sales among those customers have dropped recently. Based on the data received, a decision is made to launch a marketing campaign aimed at promoting products among this client base;
CRM for lawyers: a client-oriented approach
To meet the needs of clients, it is necessary not only to provide high-quality legal services, but also to maintain constant communication with them. To do this, the specialist must conduct consultations at each stage of interaction, promptly inform about the results of the work. It is almost impossible to keep all the nuances in mind – and this is where CRM helps.