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The Customer Relationship Management Strategy

Featured Image The Customer Relationship Management Strategy

The Customer Relationship Management Strategy

A customer relationship management (CRM) strategy is an organizational approach businesses use to manage interactions with current and potential customers. Overall, the goal of a CRM strategy is to engage with potential and current customers, improve customer satisfaction, increase customer retention, and to increase sales. 

Typically, businesses develop CRM strategies using specific platforms and technologies. Meanwhile, they use data to track and analyze customer interactions and behavior. Then, after collecting these types of data, marketers use the results to better personalize marketing campaigns; including newsletters, product offers, customer service systems, and more. All CRM strategies that are effective include cross-function approaches from various sectors, ranging from customer services, to sales, to the marketing team. When developing a CRM strategy, it is imperative to keep a focus and understanding of your customers and who your intended audience is. Keep reading and learn more about the best CRM strategies!

Customer Relationship Management Strategies 

Customer Relationship Management Strategies

Customer relationship management (CRM) strategies are essential for businesses to build and maintain long-term customer relationships. There are several types of CRM strategies, each with its unique approach to managing customer interactions and enhancing customer satisfaction. This article will explore five different CRM strategies businesses can use to improve customer relationships.

1. Operational CRM

First off, operational CRM is focused on streamlining business processes and improving customer service. This specific practice involves using technology to automate and optimize customer-facing activities. Operational CRM is most typically used in sales, marketing, and customer service. In addition to its primary use of cutting down lead times and improving operations, Operational CRM strategies provide a seamless and consistent customer experience across all platforms. Some more specific CRM strategies involve collecting customer data from various sources such as websites, social media, and email. Then, more commonly, businesses use this data to provide more personalized services and to more accurately target certain demographics.

One platform that provides an operational CRM system is Salesforce. The reason why? Salesforce helps businesses manage customer interactions across various channels. Meanwhile, the platform automates sales and marketing processes. Some other examples of operating CRM systems include Hubspot, Zoho CRM, and Microsoft Dynamics CRM. Check them out today for help streamlining your business’ processes!

2. Analytical CRM

Analytical CRM

Next, Analytical CRM is used to collect data analytics that gain insights into customer behavior and preferences. This CRM strategy involves collecting and analyzing customer data to identify patterns and trends that can inform marketing and sales strategies. Analytical CRM is also often utilized to improve customer segmentation, targeted marketing, and customer retention.

When businesses use data to analyze customer behavior, they can develop a better understanding of how their audience is reacting to their campaigns, how they are developing leads, amongst many other factors that influence customer’s perception of a brand. One popular CRM system is IBM Watson Customer Experience Analytics – which uses artificial intelligence to analyze customer data and provide insights into customer behavior. Some other helpful analytical CRM systems include Adobe Analytics, Google Analytics, and SAS Customer Intelligence.Keep reading and learn more about different CRM platforms! 

3. Collaborative CRM

In contrast to analytical and operational CRM, Collaborative CRM is focused on improving communication and collaboration between different departments within a company. For example, a CRM strategy may involve sharing customer data across other teams; including sales, marketing, and customer service teams, to provide a holistic view of the customer. The goal of collaborative CRM is to improve customer service and reduce response times by providing a unified customer experience.

By providing a unified experience and through reducing wait times, customers will establish a better relationship with your brand. Additionally, by ensuring that communication is clear and direct across departments within your business, you will have a more efficient and effective team. If you are looking to use a collaborative CRM system, check out Microsoft Dynamics 365, which provides a unified platform for sales, marketing, and customer service teams to collaborate and share customer data. Meanwhile, other examples of collaborative CRM systems include Zoho CRM, Salesforce, and SugarCRM.

4. Campaign Management CRM

Campaign Management CRM

More specifically than other types of strategies, Campaign Management CRM is focused on creating and managing targeted marketing campaigns. Such CRM strategies use customer data to create personalized marketing messages and track campaign performance. Campaign management CRM aims to improve customer engagement and conversion rates.This type of strategy is especially effective for companies looking to convert more leads. Also, by creating content based off of consumer data, businesses are able to create deeper connections with their audience, which can then be reflected in testimonials, referrals, and more! 

5. Strategic CRM

Lastly, Strategic CRM is another niche strategy that is focused on long-term planning and goal-setting for customer relationships. Additionally, Strategic CRM strategy maintains a hypersensitivity to creating a customer-centric culture within a business. The goal is to have an environment where all departments are aligned around the goal of providing exceptional customer service. Strategic CRM aims to build long-term relationships with customers and drive revenue growth. Meanwhile, the only way these goals can be achieved is through unity across all departments and long-term planning.


In conclusion, businesses can use several types of CRM strategies to improve customer relationships and drive revenue growth. Whether companies focus on streamlining operational processes, gaining insights through data analytics, enhancing collaboration between different departments, creating targeted marketing campaigns, or developing long-term strategic plans, there is a CRM strategy to suit every business need. By adopting the right CRM strategy, businesses can enhance customer satisfaction and improve retention rates.

For more information on how to better your customer relationships, check out our blog. As digital marketing experts, here at Summit Crew, we have all of the strategies you need to improve customer retention rates, brand imaging, and more. Learn more about these tips and tricks today and build your business. Let us help you reach your potential!


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