CRM Analytic | Types and Examples

What is CRM Analytic?

CRM Analytic refers to the Customer Relationship Management Analytic with the data that demonstrate a company’s customer service performance and sales. It presents customer data that a company can use to make efficient business decisions. The CRM analytic software is ideally used to obtain CRM analytic and automate the report generation and data collection.

With CRM analytic the company can outline who is buying, who might soon and how can the customers retain. Further below you will get to know the benefits, why and how should company collect them:

Benefits in CRM analytic

The primary advantage of CRM analytic is that the company can use it to inform customer service, sales and elements of the marketing process. However, it can also improve the methods through:

  • Accurate customer data: Even if the customer data is taken for any purpose like email marketing or demographic marketing, it becomes significant to know whether the right person is being reached or not that the CRM analytic ensures.
  • Customer service evaluations: CRM analytic gives a picture of the customer service team’s performance. As a result, the company can see figures that the team can improve and implement practices that push the employees to achieve the goals.
  • Efficient lead generation: It provides a brief on which of the marketing efforts effectively correlate to purchases. If a particular method targets a sliver of the company’s customers, then the sales might increase with the usage of that method.
  • Thorough customer analytics: With such analytics, the company can refine their marketing strategies by knowing how much customers spend, the frequency of buying the products etc.

What can be measured by CRM analytics?

The CRM analytic enables the customers to maximize the effectiveness of sales by providing visibility into:

  • Quality of the sales emails
  • The Quality of your leads
  • Quality of sales and support
  • The Quality of the sales calls
  • Sales performance
  • New opportunities versus won deals

Types of CRM Analytics

CRM analytics full form helps attract leads, converting them into customers and then sustaining a relationship with them. However, no one-size-fits-all when we talk about CRM analytic but the systems generally fall into one of the following 3 buckets: Operational, Analytical and Collaborative CRM.

Types of CRM Analytics
Types of CRM Analytics

Operational CRM

These types of CRM analytics manage the company’s interactions. It is especially helpful for the employees working in the realms of customer sales, support, order fulfilment, marketing operations etc. Also, it streamlines the business’s processes through 3 main functions: sales automation, service automation and marketing automation. As a result, the business with the linear sales process or those who want to streamline workflows, benefit from this CRM analytic.

Operational CRM Example: HubSpot

Sales Automation

Automation of sales executes the sales tasks more effectively and efficiently. A company using this function can escape from mishaps being forgotten or piling over time. It assigns tasks based on data-driven characteristics including customer value or actions of certain deals.

Therefore, One should consider the customer life cycle and how they can link with automation techniques like phone documentation, email scheduling, and contact management to meet the goals.

Service Automation 

These types of CRM analytics allows the company to create a positive experience for the customers with each service action that takes place. It ensures that the business provides a service that is punctual and precise.

The service automation collects data from customer emails, real-time websites, phone calls, and orders received which further consolidates them by presenting it as one final interface for the business.

It determines the overall satisfaction of customers by finding new ways to engage them with the brand. Moreover, service automation improves the company’s task delegation and creates a better understanding of customer’s needs.

Marketing Automation

Now, these types of CRM analytics full form help to discover ways to market particular leads and prospects. Further marketing automation fills in the gap between customer browses and having an actual conversation with the sales team.

It focuses on methods to entice those within the circle and become a customer.  Also, the leads score as a reason of interest level creates an accurate and successful prospect list. Ways to use marketing automation include campaign tracking over time, lead nurturing etc which aids in developing strategies to attract loyal customers. 

Analytical CRM 

The analytical CRM provides a deeper level of intelligence as the name implies. It creates ways to get an insight about the prediction regarding best opportunities. These types of CRM analytics include accountant, business intelligence professionals and data analysts. As a result, the given below show few ways in which analytical e-commerce CRM can be utilised to benefit business strategies.

Analytical CRM Example: ZOHO Analytics

Marketing campaign optimization

Earlier the surveys were conducted manually and the correlated sales with educated guesswork. However, now using the CRM analytic and tracking information, the guesswork can be skipped in the decisions like where to spend the marketing cost.

Account-based Marketing

Knowing the interests of organisation and individuals, the company can address their needs. For account-based marketing, there is an example of email marketing which tells the importance of tracking touchpoints.

Knowledge to convert prospects to customers

If the company combines demographic information with the record of their marketing exposures and interests, it becomes easy to picture what motivates them to convert into a customer. Moreover, Analyzing the data properly and applying it to future endeavours better conversion.

Optimization of sales and marketing activity 

Tracking software provides analytic intelligence across different departments. The marketing and sales team learn maximization of resources and time by focusing on prospects to persuade by the efforts. 

New sales opportunities 

By slowly understanding the connection of clients and motivation leads of each target segment, the company can find opportunities for cross-sells and up-sells. Moreover, the analytical CRM tools turn more relevant and timely. 

For example, if a client prompts to view products on the company site from an email, they can be notified to reach that person and contact him.

Also, the most crucial components of an analytical CRM are data mining, data warehousing and OLAP tools which are explained below:

Components of Analytical CRM
Components of Analytical CRM

Data mining 

This component of CRM analytic refers to a catch-all term for the process of discovering patterns in large sets of data. As a result, data mining is useful to find trends in customer interests. It also offers a picture of the company’s customer lifecycle encompassing customer attraction, retention, identification and development.

Data warehousing

A data warehouse is defined as a type of database incorporated in CRM analytic. Therefore, It provides an effective system to analysts which are used to collect, integrate and prepare customer data for analysis. Also, It stores current and historical data in a single place and makes processes like data extraction easier in more conventional databases.

OLAP tools 

Online Analytical Processing tools refers to OLAP. These tools help to evaluate multidimensional data from multiple perspectives which are stored in databases. Instead of acting individually, this tool enables a company for CRM analytic through all simultaneously. Moreover, the business can see the interaction of customers in specific regions with their website over time frames.

Note that analytical CRM like the marketing manager becomes important if the company tries to leverage the data to get a brief understanding of how customers operate and they interact with the brand. Key trends can be known using the data and the strategies to reach.

Collaborative CRM 

A collaborative CRM analytic allows various service departments to share customer databases in an accessible way. Furthermore, This kind of CRM analytics full form software promotes company-wide harmony. Also, cross-management sharing is held in two ways: channel management and interaction. Both of them help in analysing the data through the different aspects of the company.

Collaborative CRM Example: Copper

Channel management

These types of CRM analytics helps to use the information to improve the methods of communication with clients or customers. The management tool allows catering the outreach strategy.

However, this form is useful if the customers feel comfortable while sharing information freely throughout the organisation. It is often used in business with multiple locations or companies that can benefit from synchronization efforts.

Interaction management 

This kind of collaborative CRM helps the company to track every single interaction taking place between customers and the company. Also, The data collected from this tool allows keeping a clear log from emails, social media, calls and in-person interactions as well.

Types of CRM analytics company should track

CRM analytics full form software platform offers a breadth of measurable analytics. As a result, the below metrics are crucial.

Pre-sale CRM analytic

Many relationships get built before the purchase with the customers. After all, how often can a purchase be made without the customer knowing about the product? As a result, the below-mentioned analytics becomes important to track:

  • Leads
  • Prospects
  • Personal interactions
  • Website engagement
  • Additional engagement

Post-sale CRM analytic

Once a lead converts into a customer, there is no guarantee that they remain the same way. Therefore, the collection of post-sale analytics also matters. These metrics include:

  • Problem tracking
  • Additional purchases 
  • Purchasing patterns
  • Segmentation
  • Spending
  • Project management

CRM analytic reporting

Also along with the CRM analytic track, there must be several reports running that compile analytics into actionable insights. These reports include the following:

  • Sales forecasting
  • Profitability
  • Sales cycle
  • Sales conversion
  • Goals
  • Sales pipeline

CRM Analytics Examples 

Also termed as CRM analytics tools, they help to organise data into decipherable sections and determines working knowledge. Features are:

  • Predictive analytics/ Forecasting
  • Segmentation
  • Benchmarking
  • Visualization tools 
  • Profitability analysis
  • Real-time analytics
  • Automation notifications

Few CRM analytics tools are functional out of the box while others need to be purchased separately and integrate with CRM analytic. Some examples for both are as follows:

Salesforce Einstein CRM analytic

Salesforce Einstein is one of the CRM analytics examples with an advanced cloud-based business intelligence analytics platform. Also, Its machine learning is pre-trained from salesforce definition with predictive models and adapts as more of the company’s data becomes available. Therefore, it states a symbol of the powerful analytical tool from the start, which gets better over time. The storytelling feature helps to generate slide/presentation graphics, which saves time and makes information easy to share.

Salesforce Einstein
Salesforce Einstein

Limitations: Expensive per user, making it out of the league of few small businesses. Moreover, customer service is not responsive a few times.

Pricing: Sales cloud Einstein – $50 per user/pm billed annually

Einstein predictions – $75 per user/pm 

Einstein analytics Plus – $150 per user/per month

HubSpot CRM analytic

The HubSpot CRM analytics tool is the foundation for other tools, which acts as a data repository where the entire inbound information stores. Also, These CRM analytics examples are free, having reporting and analytics metrics built into their different dashboards. The CRM analytics techniques or features can further be beefed when paired with the HubSpot marketing hub which is more advanced.

HubSpot CRM analytic
HubSpot CRM analytic

Limitations: There is a jump in price from HubSpot marketing hub starter to professional plans.

Pricing: HubSpot CRM – free for unlimited users with basic features

Hub Starter Plan – $40 pm/billed annually and $50 pm/ billed monthly

Professional Plan – $800 pm/billed annually

Enterprise – $3200 pm/billed annually

ZOHO CRM analytic

These CRM analytics examples offer in-depth data analysis, reporting, sync from apps, automatic or scheduled data, servers, or other places which might be ( Microsoft Excel. CSV files, Microsoft Onedrive, Google Drive etc). Also, The CRM analytics techniques provide a highly visual user interface, drag and drop, collaborative features and deep CRM analytics tools.

ZOHO Email Marketing
ZOHO Email Marketing

Limitations: Although the UI is effective and attractive, it is not customizable as expected. The reporting data gets to serve on ZOHO servers, so the data cannot be accessed outside the application.

Pricing: Free plan- up to 2 users( limit of 10000 rows of data with unlimited dashboards and reports)

Basic plan – up to 2 users($22 pm/billed annually and $25 pm/billed monthly)

Standard plan – up to 5 users($45 pm/billed annually and $50 pm/billed monthly)

Premium plan – up to 15 users($112 pm/billed annually and $125 pm/billed monthly)

Enterprise plan – up to 50 users( 445 pm/billed annually and 495 pm/ billed monthly)

Zendesk Explore CRM analytic

Zendesk Explore is a reporting and CRM analytics tool in the broader toolkit. The CRM analytics techniques extract data from service and support operations which helps to improve and measure customer experience. Moreover, Intuitive dashboards and omnichannel analytics make it easier to keep track of KPI’s.

Zendesk Explore
Zendesk Explore

Limitations: The Zendesk numbers are refreshed and imported in explore every hour, as opposed to up to the moment sync, real-time etc. Therefore, it can be tricky to generate complex reports.

Pricing: Lite plan – free if the client purchases Zendesk Support Professional

Professional plan – $9 per user/ pm/ billed annually and $12 per user/pm/billed monthly

Nextiva CRM analytic

Nextiva is a VoIP- a centric vendor that offers CRM analytics tools for sales, customer support and marketing as a subset of its full-stack NextOS platform. Also, CRM analytics techniques are built for customers, which folds chat, CRM, surveys and telephony into a tidy package.

However, The CRM analytics examples have a voice analytics platform that allows to segment and drills down by hour, inbound/outbound and region. The client can also access comparative trend, call summary data, call recordings and sales activity.

Nextiva CRM analytic
Nextiva CRM analytic

Limitations: Nextiva is a time-intensive process to implement( getting everything running and training team members)

Pricing: Basic plan- $35 per user/pm for 1-4 users, billed monthly

Pro plan – $38 per user/pm for 1-4 users, billed monthly

Enterprise plan- $55 per user/pm for 1-4 users, billed monthly

SAP CRM analytic

SAP is another CRM analytics tools that offer a variety of solutions for engaging with customers through sales, marketing and support channels. The CRM analytics techniques incorporate big data into the basic functionality of each industry. 

SAP CRM analytic
SAP CRM analytic

For example, the sales CRM  leverages analytics to make predictions and identify loopholes before they occur. It furthermore, taps into the hidden potential through its smart social media monitor feature of unstructured data. Moreover, SAP has an in-memory engine called SAP HANA that can run analytics up to 80 TB of data at a time.

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