ollaborative CRM is an approach to customer relationship management (CRM) in which the various departments of a company, such as sales, technical support, and marketing, share any information they collect from interactions with customers. For example, customer feedback gathered from a technical support session could inform marketing staff about products and services that might be of interest to the customer. The purpose of collaboration is to improve the quality of customer service, and, as a result, increase customer satisfaction and loyalty.
The interaction of all persons that are involved in the process. The collaboration can be within the company and of course across organizational boundaries.
Integration focuses on the links between software and interfaces.
2. Collaborative CRM
● Collaborative customer relationship management focus on
exploiting interaction with customers through customer
touch points for enhancing customer self service.
● Collaborative CRM may be where in various departments
of a company such as sales, technical support, and
marketing, share any information they collect from
interactions with customers.
● It may involve external agencies working with the
company like channel partners, marketing agencies,
services franchise
3.
4. Aspects of Collaborative CRM
Collaborative CRM can be broadly identified by two aspects:
Interaction Management :
This management process deals with designing the communication or interaction
process within an organization which is specific to customer interaction .These
needs of customers and gather information from them and implementing it into the
CRM before interacting to enhance the interaction power.
Channel Management-
After analyzing and implementing the interaction medium it’s important to enhance
the power of channels through which the customers are interacted.
5. Application of Analytical CRM
● Online services for enhancement of convenience and cost
reduction
● Effective communication through many channels including
automated phone, email and internet.
● Profiling customer information during customer interaction
● Collaborative customer relationship management uses the
output of Analytical customer relationship management to
enhance the participatory strength of customers
7. Advantage of Collaborative CRM
i. Collaborative CRM enables valued customer interaction across the channels.
ii. Entangles web or online collaboration to cut down service cost of customers.
iii. Collaborative CRM integrates customer interaction with call centers to enable
multi-channel interaction with customers and helps them make understand the
overall process vales.
iv. Collaborative CRM describes a view of integrated customer’s details during
interaction to server them in a better way.
This CRM solution brings customers, process and strategies and data together so
that organizations could serve and retain customers more efficiently.
