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.
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Usage of Operational CRM. Applications
- Call Center Management
- Optimizing waiting times
- Quality Management
- Capacity Planning
- Setting KPIs
- Web
Marketing
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Interactive websites (Web 2.0)
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Affiliate
Marketing
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Product Comparison websites
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Ease of use, trust
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Integration of payment and fulfillment
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Direct Marketing
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Direct Sales
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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.
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Forum discussions about Operational CRM. Below you can ask a question about this topic, share your experiences, report a new development, or explain something.
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NEW Motivating Call Center Workers
Do call center knowledge workers have to be micro managed as most are on an hourly or semi hourly basis, or is there a more effective method of motivating with almost total self management which inclu...
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The best, top-rated topics about Operational CRM. Here you will find the most valuable ideas and practical suggestions.
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Advanced insights about Operational CRM. Here you will find professional advices by experts.
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Operational CRM Activities Go Beyond Selling! Checklist of Other Operational CRM Activities
Remember that Operational CRM includes a wide range of activities that are remotely performable, aimed to understand and...
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What are the Pitfalls of Operational CRM? Understanding the CONs of Operational CRM
Direct marketers and their customers usually enjoy mutually rewarding relationships. Sometimes, however, a darker side o...
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Understanding Call Center Skills Psychological Issues and Requirements for Telemarketers
Telesales people require different skills than direct sales persons. Many people - both buyers and sellers - prefer to h...
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What are the Drivers behind Operational CRM? Understanding the PROs of 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...
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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
Return to Management Hub: Communication & Skills | Marketing & Sales
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