Customer Relationship Management (CRM), in the most simple terms, is how a business interacts with its clients. CRM is a company-wide philosophy of care and if done well, will include any means necessary to keep, entice, nurture and foster relationships with customers. The use of technology in CRM has become the focus during the last decade, but the real trick is in integrating non-technological methods with the new fangled methods. It is important to understand that the most efficient CRM methods include behind-the-scenes analysis' as well as direct communication. Here we will take a brief look at the many variations of CRM.

Service and Support

The most basic components of CRM are customer service and support. For a large utility company this may include a user friendly and efficient automated phone system. How long a caller needs to wait before speaking with a real person is directly related to the success of the relationship with the client. Support is the same. If support for any type of issue is confusing, inadequate or unattainable then the relationship has broken down. The use of a highly customized and useful CRM system will be well worth the resources it takes to implement.

Sales Force Automation

Technology has clearly taken over customer relations, and sometimes it is not for the better. Clients who are not as connected with the online world as others may feel the loss of the face-to-face interaction has ruined customer relations. This is where the use of Sales Force Automation (SFA) can actually foster the face-to-face interaction. Using SFA software to streamline all levels of the sales process allows a sales force to have more time for pursuing clients and providing the service they may require. Again, the mobile office comes into play here. With more information at the touch of a button, the sales representative can offer more information, faster answers and more accurate estimates to the client. SFA can actually be responsible for the re-emergence of specialized customer relations.

Marketing

Closely related to the SFA is the use of a CRM system that identifies prospective client groups for marketing strategies. Analyzing customer data such as sales tracking, timetables, social media activity, clicks, mobility capabilities and technological behavior allows the business to better determine marketing tactics. One example would be the advertisements in the side bar of a Facebook profile. The ads are customized according to the information on the profile and the user's activity. If the user has music, 'Like's', favorites pages or contacts that point to a particular subject (such as parenting, cycling, gardening) then advertisements relating to those subjects will appear.

Social Media

Social media has moved beyond the realm of personal networking and into the marketplace. Many companies are creating their own Facebook profile pages and using the news feed to post product updates, promotions, coupon codes etc. Twitter accounts can be used to do the same thing, but to a much wider audience. Through the 'follow' options, including customers in Facebook friend lists, and even through 'Like' clicks, the company can keep their clients updated and even reminded of products and services. The consumer may view these social media options in one of two ways. The positive angle would be the allowance of a free and open forum of discussion on the business in question, with honest reviews from real people. The negative angle could involve fears of 'big brother' and too much sharing of personal information.

Contact Management System

This type of CRM is most efficiently used in small business. An integrated system of tracking and recording electronic interactions such as email, online faxing, document manipulation, scheduling and jobs allows individual workers or the whole organization to see the chain of activity. Included in a contact management system are also individual contacts wherein a personal connection can be made. This type of CRM is especially useful for industries where workers spend a lot of their time working from a mobile office or telecommuting.

These are just a few variations of customer relationship management, there are in fact many more that can be used in conjunction with or separate from those listed above. In the end, the attention to detail and personalization of customer interactions will win the client over. It is very easy to let technology take over and de-personalize the business of sales, but it will also lead to a decline in commerce. Partner your cutting edge CRM methods with good old fashioned personal contact for best results.