The 5 Best Types of CRM Systems for Small or Corporate Businesses in any Industry


Your Future with NextOSSee the future of digital business and customer engagement. Nextiva Network99.999% uptime means your business will never miss a beat. Operational expenses dropped $100,000/year while first-call resolutions rose 20%. Determining which CRM approach to focus on can be tough in the abstract.

  • Financial services company Wells Fargo, with $1.7 trillion in assets and 70 million customers, uses the Salesforce operational CRM to align services such as banking, credit cards, investing, and mortgages.
  • An operational CRM can improve organizational efficiency leading to improved processes, internal cohesion and overall customer satisfaction.
  • In other words, they promote a specific sales or marketing approach around which their product is designed.
  • But in order to get the most out of your CRM, it’s important to ensure you get the right option for your needs.

Below are examples of each of the three types of CRM software, which are also included in our list of the best CRMs for small businesses. Click through the tabs below to learn the basic details of these CRM software types. Firmly believes in the strength of teamwork, but has the ability to work independently. Ambitious with a creative and analytical mind that always guides him to find the most optimal solution for finishing tasks on time. Then, based on the contact data, components for data mining can gather even more information including trends and help to recognise patterns in data sets. This way, companies can make use of the data they already collect to make better business decisions.

It becomes obvious if you think of how important information has become in the digital age. Companies of all sizes try to make the best use of the data they already collect about their customers and prospects. Custom CRM solutions help them achieve this goal, leading to improved customer service and increased profits. The answer may be a little more complicated than “A” or “B” or “C” in that there is no “best CRM” per se. The best for you will depend on your company’s size, budget, and needs—today and in the future. In the long run, the most effective CRM needs to be operational, collaborative, and analytical.

Analytical CRM systems

Effective customer relationship management systems can realize the following benefits to an organization. As a result, today, the topmost strategy of a business is to become a customer-focused business in order to provide maximum satisfaction to the customers thereby establishing a long-term relationship with them. That is why many companies are turning to customer relationship management that focuses on the ways of identifying and retaining profitable customers. Another related development is vendor relationship management , which provide tools and services that allow customers to manage their individual relationship with vendors.

The pipeline management feature gives you a visual representation of your current leads and deals. The deals are segregated according to the stage of the sales pipeline. This makes it easy for salespeople to understand the status of each lead and helps them decide which leads to pursue. Information provided on Forbes Advisor is for educational purposes only. Your financial situation is unique and the products and services we review may not be right for your circumstances. We do not offer financial advice, advisory or brokerage services, nor do we recommend or advise individuals or to buy or sell particular stocks or securities.

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Mining customer data unearths insight to help you shape your product and service, so it’s more profitable and sustainable long-term. Founded 75 years ago, Jo-Ann Stores has long used a legacy, single-channel CRM for customer service. To upgrade its support options, in March 2019, Jo-Ann Stores partnered with Gladly to implement omni-channel customer communications such as email, live chat, phone, and text messaging. Help organizations to determine their most profitable customers and establish a long-term relationship with them. There was no provision for consolidating all the customer-related information in order to provide a unified view of a customer to the organization and its employees who need to interact with the customers. Are you planning to introduce a project management software solution to your employee?

CRM Types

This includes everything from scheduling meetings to transitioning leads through the pipeline to generating those valuable sales reports. First up, an operational CRM has tools that address the many aspects of the sales process. It can distribute leads to sales reps and give them visibility into which leads are most worth pursuing via lead scoring. Basic CRM functionalities include lead management, automation tools and dashboards for tracking metrics. However, depending on how your business operates, you may require a more specialized CRM to operate at maximum efficiency.

Who should use a collaborative CRM?

This might involve automatically tracking a contact and updating their status from prospect to qualified lead once they’ve completed certain actions or met specific criteria. Whether you’re looking to implement a CRM for the first time or want to switch to something that better suits your needs, there are a several types of CRM systems to consider. It combines data to get more precise information about the customers. It also helps in increasing the sales and revenues of the organization by gaining intuition.

This complete connection covers direct contact with customers, such as sales and service-related operations, forecasting, and the analysis of consumer patterns and behaviors, from the perspective of the company. According to Gartner, the global CRM market size is estimated at $69 billion in 2020. You’ll also find built-in or add-on help desk tools, productivity apps, and marketing automation features in this CRM.

There are multiple vendors in the market who offer CRM software that are specifically built from the ground up to cater to the niche requirements of different industries. Dedicated CRM software are available for industry verticals like real-estate, healthcare, insurance, financial services, media agencies, hospitality and more. A cloud CRM system is often the most preferred option for businesses as it is accessible easily through any browser, allowing for quicker deployments and usage. Other added benefits include no maintenance or upkeep costs, greater accessibility to your data when needed and the flexibility to scale up or down with ease.

Even larger enterprise companies can benefit from using this kind of software. Sales automation is meant to streamline a company’s sales process, enabling reps to spend more time interacting with prospects and bringing customers on-board. Operational CRMs simplify and streamline time-consuming and manual tasks for marketers with the help of marketing automation. They automate tedious responsibilities collaborative crm like coordinating email campaigns, distributing content offers, and reaching out to contacts at scale. For large organizations, the concept of channel management can extend to managing an ecosystem of partners, vendors and other parties via a partner relationship management solution. You’re more likely to find this functionality in larger products such as Oracle Siebel and Salesforce.

Email Management

Whichever CRM you choose, make sure you understand the payment model and know how it will fit into your budget. For CRM apps to provide the benefits previously discussed, they need data. The most important thing about any CRM is right there in the first word—it’s about customers.

CRM Types

Marketing, sales, and customer support information are made available applying the contents of the Operational and Analytical databases. This information is then shared across company business entities enabling the efficient management of information presented from the customers’ perspective. By applying Collaborative CRM processes the company hopes to improve customer satisfaction, increase revenue, and reduce operational costs at all business transaction levels.

Personalizing marketing efforts

Sales force automation, or sales force management, is a major component of many CRM systems. This feature can help you manage your pipelines, nurture leads, acquire new customers, and onboard new clients with ease. As the name suggests, an operational CRM assists businesses in managing their day-to-day marketing, sales, and customer service operations. These platforms are the most common type of CRM and are popular among businesses in a wide range of industries. Customer Relationship Management or CRM software is a tool used to store and manage the customer’s data by the sellers or producers.

Customize the form, and add the questions you want to ask, embed it into your site to capture leads. All the submissions from your website will be collected directly into your board. Through the acknowledgment of the distinct phases of CRM, businesses will be able to benefit from seeing the interaction of multiple relationships as connected transactions. The final factor of CRM highlights the importance of CRM through accounting for the profitability of customer relationships.

CRM Types

The major goal of collaborative customer relationship management applications is to improve the quality of services provided to the customers, thereby increasing the customer’s loyalty. Examples of collaborative CRM applications are partner relationship management , customer self-service and feedback, etc. Found in customer relationship management systems, CRM analytics tools help businesses gather insights on performance, activity, and trends based on stored data. The data interpretation process becomes more streamlined by centralizing sales information and analytics features into one platform. In this article, we explore what small businesses need to know about CRM analytics and… Contact management systems are used by sales teams to track contact and account/company details and every customer/prospect interaction.


Nonetheless, for sales, marketing, and customer support teams, collaborative CRMs are the answer to the old challenge of data silos. Your customers connect with you in several ways, through different platforms. Management process deals with creating a contact or interaction channel process within a company that is unique to customer interaction and eventually increases the level of communication between the two parties.

Customer service teams can use a CRM to help maintain and retain existing customers. The CRM database provides insights into a customer’s previous issues and interactions, so they can manage the current situation and plan future customer engagement activities. But selling today is more complex and requires closer cooperation with management, marketing, support, and other departments to manage customer experience across the buying stages. The result is robust CRMs like Salesforce and HubSpot that try to cover all customer-facing processes in your operation. The team inbox is shared with your marketing, sales, and support reps, so it’s easy to track conversations and events across the customer journey. To start using this free CRM, you can simply sign up for HubSpot CRM free app.

Campaign management CRMs

Contact management systems are the foundation of collaborative sales processes since they house your first-party customer data. Helps top management, marketing, sales and support personnel to determine the better way to serve customers. It analyzes customer data, coming from various touch points, to get better insights about current status of an organization.