Operational CRM

Knowledge Center


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



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.

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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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