1.) Operational Customer Relationship Management : The objective is to make routine marketing operations such as sales calls, service programs, and customer support activities more efficient. By keeping track of a customer's purchase history, service schedule, and special requests, a firm can do a better job of anticipating the customer's needs, deciding which new products are best suited to the customer's operation, and providing preventive maintenance before problems occur.
2.) Analytical Customer Relationship Management : The objective is to effectively analyze all the available data about a customer. This involves merging data from internal company sources such as billing and payment histories, data generated by the customer such as average inventory amounts and reorder schedules, and data from third parties such as the government and credit bureaus. The analysis of such data helps a frim assess a customer's current and potential profitability, satisfaction, and loyalty.
3.) Collaborative Customer Relationship Management : The objective is to provide mechanisms for customers to interact with the firm. Rather than the traditional one-way seller-to-buyer communication of media advertising, brochures, or printing catalogs, this is an effort to regularly tap into what the customer is thinking. Examples include incoming call centers, seller-sponsored chat room where customers can communicate with one another, and regular satifaction surveys. Encouraging customer input permits a firm issues before they become problems that distrupt the relationship.
Source: Marketing, Michael Etzel, Bruce Walker, William Stanton, Mcgraw Hill 13th e.
The following is a video talking about CRM for Google
