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.


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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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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!Sign up

Remember that Operational CRM includes a wide rang...
Usage (application): Checklist of Other Operational CRM Activities

What are the Pitfalls of Operational CRM?Sign up

Direct marketers and their customers usually enjoy...
Usage (application): Understanding the CONs of Operational CRM

Understanding Call Center SkillsSign up

Telesales people require different skills than dir...
Usage (application): Psychological Issues and Requirements for Telemarketers

What are the Drivers behind Operational CRM?Sign up

In today’s business scenario, no matter what indus...
Usage (application): Understanding the PROs of Operational CRM

Resources - Operational CRM Premium

How to Deliver Exceptional Customer Service and Client SatisfactionSign up

This presentation elaborates briefly on customer s...
Usage (application): Customer Experience Management, Customer Satisfaction, Customer Service, CRM

Speech Kotler on Internet MarketingSign up

Philip Kotler explains some conditions and gives s...
Usage (application): Initial Understanding of Internet Marketing, Trainings, Workshops

Marketing Knowledge Management in Strategic Adoption of CRM SolutionsSign up

IT (network technologies and local databases) have...
Usage (application): Knowledge Management, CRM, Marketing, User Innovation

Operational CRM DiagramSign up

Download and edit this 12manage PowerPoint graphic...
Usage (application): Operational CRM

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Videos about Contact Cycle ManagementSign up


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Presentations about Contact Cycle ManagementSign up


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Books about Contact Cycle ManagementSign up


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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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