This document discusses operational, analytical, and collaborative CRM. It defines each type of CRM and their key components. Operational CRM involves sales force automation, customer service, and marketing automation. Analytical CRM blends customer data with external sources to understand customers and improve value. Collaborative CRM exploits customer interactions through touchpoints. The relationships between the three types of CRM are also explained.

1. Operational, Analytical & Collaborative
CRM

2. Learning Objectives
At the end of this course, participants should
be able to do the following:
Identify key components of CRM
Identify the relationship between
operational CRM and analytical CRM
Identify the relationship between
analytical CRM and collaborative CRM
Implement operational, analytical and
collaborative CRM for enhancing customer
value and corporate profitability

3. Components of CRM

4. Operational CRM
Operational customer relationship
management facilitates and streamlines
communication with customers, and
connects to customer touch points.

6. General Areas of Operational
CRM
• Sales Force Automation
• Customer Service and Support
• Enterprise Marketing Automation

7. Sales Force Automation
This involves the whole sales process which
comprise lead generation, lead
qualification, needs identification,
specifications development, development
of proposal, handling objections, and
closing sale.

8. Key Tasks in Sales Automation
• Sales Administration
• Sales Forecasting
• Lead Management
• Account Management
• Performance Management
• Tracking Customer Preferences
• Tracking Customer Demographics
• Contact Management
• Quote Management

9. Customer Service and Support
This involves automation and coordination
of all the service operations and customer
support processes which include service
requests, product returns, customer
complaints, and enquiries. These services
and support can be provided through
contact center, call center, web portal, or
face-to-face interaction at a remote
location in the field.

10. Enterprise Marketing
Automation
This involves application of technology to
marketing processes for provision of
information pertaining to industry trends,
macro-environmental factors and
competitors. This facilitates appropriate
engagement and control of campaign
management, event-based marketing,
cluster customer segmentation, individual
customer segmentation, thereby increasing
marketing efficiency.

11. Analytical CRM
Analytical customer relationship
management focus on blending the
customer data collected in Operational
CRM with data from external sources in
order to ascertain key customer identities
and directions required for boosting
organisational and customer values.

12. Applications of Analytical CRM
• Financial Forecasting
• Programme Evaluation
• Price Optimization
• Customer Satisfaction Evaluation
• Customer Satisfaction Growth
• Product Development
• Fraud Detection
• Risk Management
• Contact Optimization
• Sales Coverage Optimization

13. Impact of Analytical CRM

14. Relationship Between Operational and Analytical
CRM
Customer Touch Points Customer Data Back Office
Practice Process
Strategy Data
Operational Analytical
CRM New Strategy CRM

15. Collaborative CRM
Collaborative customer relationship
management focus on exploiting
interaction with customers through
customer touch points for enhancing
customer self service.

16. Applications of Collaborative
CRM
• Online services for enhancement of
convenience and cost reduction
• Effective communication through many
channels including automated phone,
email and internet.
• profiling customer information during
customer interaction
Example: Web Page Personalization

17. Relationship Between Analytical
CRM and Collaborative CRM
Collaborative customer relationship
management uses the output of Analytical
customer relationship management to
enhance the participatory strength of
customers.