Industries are reinventing themselves as technological innovation occurs. It is no longer an expression of desire or a distant dream. Technological implementations continuously appear to revolutionize the way in which we are used to interact in every aspect of our lives, including business.
The new technologies offer an infinite amount of opportunities to seduce and satisfy a customer who lives in the era of real time feedback, absorbing information constantly and connected to its virtual world 24/7.
We are witnessing the trends that technology makes in the reinvention of business and its progress towards new forms of interaction with customers: from the Amazon Go store in Seattle, where the customer does not have to go through the cashier line to make the purchase, to smart fitting rooms that allow you to communicate with the salesperson from a screen. Another clear example is the Apple stores that allow the purchase through smartphones without having to go to a cashier or deliver physical money.
Today, they are probably surprisingly innovative experiences but in few years these will be everyday processes. These changes are evolving not just in client interactions but also in the management of companies. Within the organizations, the tools of business intelligence aid in the collection of great amounts of information, which depending on its use, can help to improve the efficiency, the performance and the competitiveness of a company.
The use of CM (Customer Relationship Management) has increased in recent year, applying the use of technology to the management of customer relationships. This management model makes it easier for businesses to identify and manage the relationship better with each one of its clients, attending to their specific needs, resulting in a much more effective and organized interaction.
There are 3 types of CRM that could be used within different areas of a business, depending on the objectives:
The Operational CRM: oriented to the management of marketing, sales and customer services, giving support in the various interactions with customers through process automation.
Collaborative CRM: responsible for collecting, organizing and centralizing all information collected from customer’s interactions, through different communication channels and different departments.
Analytical CRM: its objective is to evaluate, measure, and analyze the information collected by the business. It is part of the business model of Business Intelligence.
CRM systems can provide accurate processed information that can help professionals perform their tasks better. In addition, it is used to perform data cross-linking, facilitating a deeper analysis of the company-customer relationship, providing the tools for a more efficient service. This will help companies respond to the needs of the clients and to follow their business strategy.
To realize its true potential, business intelligence efforts and its platforms must be geared towards delivering genuine utility to users. This is when technology becomes an ally of efficiency and creates a new universe of possibilities for the business: a universe that will only be available to those open to technological innovation.