What is Collaborative CRM and how it helps in collaboration strategy

The different CRM systems can be classified into three main groups according to the tasks they perform: Collaborative, Operational and Analytical. In this article we will focus on Collaborative CRM and its importance when planning a collaboration strategy. First we will analyze what we mean by collaborative strategy and why it is important for a company.

What is a collaboration strategy?

A collaboration strategy is a method in which a company provides a common platform to create synergies among all stakeholders to improve business processes, product innovation, pricing and customer or employee retention.

Steps to building a successful collaboration strategy

1) Understand the business objective:

A company may have a different collaboration strategy for different business needs. For example: The business process improvement strategy may differ from the employee retention strategy. Therefore, companies should define the objective they want to achieve through a collaboration strategy.

2) Identify stakeholders:

Another important task for a company is to determine who can access information. Data access rules must be established to prevent theft or leaks.

3) Choose the technology according to the company's needs:

There are many applications available on the market, but not all of them will help you in achieving objectives. In addition to the features required by the company, other factors must be considered, such as the cost and scalability of the software, the duration of development and maintenance. This is where collaborative CRM comes into the strategy.

4) Measure the effectiveness of the strategy:

The company must have KPI's that indicate the effectiveness of the strategy, if it is convenient to continue along the traced route or if any modification is necessary.

What is Collaborative CRM?

Collaborative CRM is a method of customer relationship management in which several departments of the company (such as Sales, Marketing, Service, Finance) share customer information to maximize profitability, increase customer satisfaction and loyalty. The goal of collaboration is to improve service quality and customer satisfaction.

Example: A customer's feedback, recorded by the support team, could help the marketing department suggest products or services that are more suitable for the user.

Interaction management and distribution channel management are two key elements of collaborative CRM.

Interaction management

This process is responsible for managing all interactions between the company and its customers. Customers may prefer to communicate via email, calls or social networks. Whatever the communication channel, it is important for a company to serve customers through the channels they prefer. The interaction management system manages all these communications on different channels.

Channel management

Enables customers to be reached more effectively using their preferred interaction channels. Improves channel interaction to maximize customer satisfaction and loyalty.

Benefits of Collaborative CRM

Improves customer interactions across all channels.

Reduces service costs through the use of web or "online collaboration".

Synchronizes customer data with the Call Center to enable multi-channel interactions.

The ultimate goal of collaborative CRM is to link customers, business processes and organizational units to achieve maximum customer satisfaction and loyalty.