A technology trigger in the mid-1990’s started a boom with CRM systems. Today CRM apps are easily accessible and often free. As a project CRM has always had a high failure rate (around 70%), mainly because the benefits are not well defined, and the business processes behind the CRM are not clear.

Recognising how the three core types of CRM interplay is critical to setting your CRM up for success. Strategic CRM is really your customer strategy, what are you trying to achieve with your various customer groups..? Operational CRM is the automation of your sales and service activity with your customers. Analytic CRM is where the gold is. You will be collecting a huge amount of data, ensuring you leverage this for key insights for improvement is the long term benefit from CRM.

So whether you are implementing a CRM or trying to get more out of the one you have, consider how the three types of CRM apply to your context, your customers and the results you are seeking.