CRM là gì? Lợi ích và quy trình hoạt động của hệ thống CRM (Phần 2)

1. What Types of CRM Technologies Are There?

A CRM system is a combination of technological resources, including software, platforms, tools, and personnel. These resources work together to help businesses manage customer relationships to generate revenue, profit, brand value, and customer loyalty.

Cloud-based CRM

Cloud-based CRM, also known as Software as a Service (SaaS) or CRM on demand, involves storing data on remote servers accessed via the internet. It offers rapid deployment and ease of access from anywhere, making it ideal for companies with limited technical resources or expertise.

Cloud-based CRM is a cost-effective option for businesses. Providers typically charge users on a subscription basis with monthly or annual payment options. However, subscription costs can accumulate over time, potentially making it more expensive than on-premise models in the long run. Salesforce is a leading provider of cloud-based CRM solutions.

On-premise CRM

On-premise CRM refers to a system that is deployed and operated on a company's internal infrastructure. This means all software and databases are stored and managed on local servers or the company’s own data center.

Characteristics of on-premise CRM include:

• Data Control: Businesses have full control and management of their data without reliance on third parties, as data is stored and managed internally.
• Security and Customization: Organizations using on-premise systems often have greater confidence in data security and regulatory compliance since data remains within their own infrastructure. On-premise CRM also allows for higher levels of customization, as the organization has complete control over the software.
• Cost and Technical Requirements: Implementing and maintaining an on-premise CRM system usually requires a significant initial investment and technical expertise for deployment and management.

On-premise CRM systems can also face challenges related to software upgrades, updates, and scalability limitations.

Open Source CRM

Open source CRM systems allow businesses to make modifications without incurring costs associated with proprietary systems. They also support improvements in managing customer relationships across social channels by allowing data link customization and additions. Open source CRM systems are known for their ease of use and low software development costs. They offer flexible customization according to business needs. However, they may have drawbacks such as slower page load times and lower security, as open-source code is publicly available and could be more vulnerable to breaches and data theft.

2. The Operation Process of a CRM System

Customer Information Collection: The process begins with collecting detailed information about customers from various sources such as websites, emails, phone calls, or other online activities.

Data Storage and Management: The information is stored and managed in the CRM system's database, including names, addresses, contact information, purchase history, previous transactions, and interactions with customers.

Customer Profile Creation: Based on the collected information, the CRM system creates individual profiles for each customer, allowing the organization to have an overview of each customer and tailor communication accordingly.

Customer Interaction Management: The CRM system helps the organization track and manage interactions with customers such as calls, emails, and other activities. These interactions are typically recorded in the customer profile to create a comprehensive interaction history.

Transaction Creation and Management: The CRM system provides tools to create, manage, and track transactions and projects with customers, from creating offers to planning and executing marketing and sales strategies.

Analytics and Reporting: The CRM system provides data analysis tools to gain insights into customer behavior and needs, helping to optimize business and marketing strategies. Reports and analyses offer crucial information for making strategic business decisions.

Integration and Automation: The CRM system integrates features such as process automation, chatbots, and artificial intelligence (AI) to optimize interactions and customer service. This helps businesses save time and enhance operational efficiency.

Customer Interaction and Service: Finally, the CRM system aids the organization in interacting with and serving customers effectively, from developing marketing strategies to providing post-sales support and services. This helps build and maintain strong customer relationships.

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