Understanding the Components of CRM 2.0

In order to be successful and implemented properly, CRM 2.0 must involve every member of a business as well as its customers.  As such, there are a number of components to CRM 2.0 that all must be pulled together in order to create the desired results.

Operational CRM

The first of the components that must be included in CRM 2.0 is Operational CRM.  This component provides support to what is considered the "front office" aspect of the business.  This includes:

1    Sales
2    Marketing
3    Service
In operational CRM, each interaction these members of the team have with a customer is added to that customer's contact history.  This may include products the customer has purchased, summaries of telephone conversations, and more. Staff members are then able to access this information when dealing with a customer in order to provide them with improved customer care.  In addition, new information can be added later in order to maintain an updated record.  

The data gathered within the operational CRM component helps the company to better determine how to properly handle a customer.  This information can prove invaluable when a member of the sales team contacts a customer to make a sales pitch.

Collaborative CRM

Collaborative CRM involves any direct contact that has been made with the customer.  This can include:

1    Website visits
2    Email
3    Telephone
With the increasing popularity of the Internet, contact online is becoming a more crucial component of CRM 2.0.  As such, businesses must do everything possible to interact with their customers through this medium.  RSS Feeds, e-newsletters, Vlogs, XML, and Blogs are all examples of methods a company can use to reach its customers online.  In this stage, companies should be looking for ways to reduce costs while simultaneously improving service.

Analytical CRM
In the analytical CRM stage, you must analyze the data you have collected in order to meet your business goals.  These goals may be to design proper marketing campaigns, to improve customer acquisition and retention, to create better products and services for your customers, to make a customer profitability analysis, and more.

With the help of CRM 2.0 and technology, you can more effectively manage your customer relationships.  For example, developing a database will help you to better store and track your customer information.  In addition, special software makes it possible for you to more easily maintain accurate logs of your contact history with your customers.  Similarly, technology makes it easier for you to interact with your customers on a more regular basis with the help of the Internet, e-mail, and automated telephone systems.  

Special software can also be helpful when it comes to analyzing the data you have collected.  The software can help locate trends, make predictions, and manage marketing campaigns.  Without the help of technology, businesses would not be able to take CRM 2.0 to the high level it is capable of going.