Operational CRM

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Interacting with customers, typically in the form of call centers, websites, direct marketing and direct sales. Explanation of Operational CRM.

Contents

  1. Summary
  2. Forum
  3. Best Practices
  4. Expert Tips
  5. Resources
  6. Print

What is Operational CRM? Description

Operational CRM method is the part of Customer Relationship Management that deals with the actual interactions with customers, typically in the form of call centers, websites, blogs, communities, direct mail and direct sales. Operational CRM provides support to "front office" business processes, such as sales, marketing and service. Each interaction with a customer is generally added to a client database. This customer information can later be retrieved from the database as necessary. In this way customers can interact with different people in a company, even when they operate in a variety of channels (Multi Channel Marketing) over time without having to mention their personal data every time.


Usage of Operational CRM. Applications

  • Call Center Management
    • Optimizing waiting times
    • Quality Management
    • Capacity Planning
    • Setting KPIs
  • Web Marketing
    • Interactive websites (Web 2.0)

    • Affiliate Marketing

    • Product Comparison websites

    • Ease of use, trust

    • Integration of payment and fulfillment

  • Direct Marketing

  • Direct Sales

    • Distinguish Transactional selling, Consultative selling, Strategic selling

    • Sales funnel management

    • Sales compensation


Operational CRM - The CMAT model

Steps in Operational CRM. Process

Operational CRM deals with the Contact Cycle. In this contact cycle new relations are first targeted, then converted, welcomed and the first order is placed and delivered. After this the relationship and its value is developed further. Any dissatisfaction or problems must be managed and if necessary a winback action must be undertaken (Compare the picture of the CMAT™ Customer Management Activity model).


Assessing client satisfaction levels

Two techniques to assess the actual level of customer happiness are the Customer Satisfaction Model and SERVQUAL for services companies.


Operational CRM Forum
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  Starting a Call Center with Small Finance
Is it possible to start a call center business while having only small finance? How?...
     
 

Operational CRM Special Interest Group


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Operational CRM Education & Events


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Best Practices - Operational CRM Premium

Expert Tips - Operational CRM Premium
 

Operational CRM Activities Go Beyond Selling!

Remember that Operational CRM includes a wide range of activities that are remotely performable, aimed to understand and reach a target market. Such <...
Usage (application): Checklist of Other Operational CRM Activities
 
 
 

What are the Pitfalls of Operational CRM?

Direct marketers and their customers usually enjoy mutually rewarding relationships. Sometimes, however, a darker side of direct marketing emerges: Usage (application): Understanding the CONs of Operational CRM
 
 
 

Understanding Call Center Skills

Telesales people require different skills than direct sales persons. Many people - both buyers and sellers - prefer to have a conversation over the ph...
Usage (application): Psychological Issues and Requirements for Telemarketers
 
 
 

What are the Drivers behind Operational CRM?

In today’s business scenario, no matter what industry we consider, people make a broad use of the phone and IT tools for their daily business activity...
Usage (application): Understanding the PROs of Operational CRM
 
 

Resources - Operational CRM Premium

How to Deliver Exceptional Customer Service and Client Satisfaction

This presentation elaborates briefly on customer service delivery for customer experience management. The presentation includes the following sections...
Usage (application): Customer Experience Management, Customer Satisfaction, Customer Service, CRM
 

Speech Kotler on Internet Marketing

Philip Kotler explains some conditions and gives some tips on internet marketing.
- Have a good Website. Including what you stand for and your be...
Usage (application): Initial Understanding of Internet Marketing, Trainings, Workshops
 

Marketing Knowledge Management in Strategic Adoption of CRM Solutions

IT (network technologies and local databases) have provided new tools to better perform the activity of using (codify and store) and sharing knowledg...
Usage (application): Knowledge Management, CRM, Marketing, User Innovation
 

Operational CRM Diagram

Download and edit this 12manage PowerPoint graphic for limited personal, educational and business use. Republishing in intranets, websites, books, ma...
Usage (application): Operational CRM
 
 

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Compare with Operational CRM: Customer Relationship Management  |  SERVQUAL  |  Customer Satisfaction Model  |  Multi Channel Marketing  |  Affiliate Marketing  |  Direct Marketing  |  4S Web Marketing Mix  |  Analytical CRM


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