Operational CRM streamlines business processes like sales, marketing, and service automation to acquire customers, retain them, and improve loyalty. It focuses on automating customer-facing tasks like lead management, campaigns, customer service cases, and knowledge bases. The goal is to generate leads, convert them to customers, and provide support throughout the customer lifecycle through integrated sales, marketing, and service automation modules in the CRM system.

1. What Is Operational CRM

2. THERE ARE MAINLY THREE TYPES
OF CRM,OPERATIONAL
CRM, ANALYTICAL
CRM AND COLLABORATIVE CRM.
HERE WE WILL DISCUSS
ABOUT WHAT IS OPERATIONAL CRM.
CRM or Customer Relationship
Management software enables an organization to
acquire new customers, retain existing
customers and serve them better to
bring customer loyalty.

3. OPERATIONAL CRM STREAMLINES THE
BUSINESS PROCESS OF AN
ORGANIZATION. IT MAINLY FOCUSES ON
AUTOMATION AND IMPROVEMENT OF
CUSTOMER FACING AND CUSTOMER
TOUCHINGBUSINESS PROCESSES. IT
INCLUDES SALES AUTOMATION,
MARKETING AUTOMATION AND SERVICE
AUTOMATION. MAIN PURPOSE
OF OPERATIONAL CRM SYSTEM IS TO
GENERATE LEADS, CONVERT THEM INTO
CONTACTS, CAPTURE ALL REQUIRED
DETAILS AND PROVIDE SUPPORT
THROUGHOUT LIFECYCLE.
So what is Operational CRM definition?

4. Sales Force Automation

5. Sales Force Automation (SFA) helps an organization
to automate sales process from lead generation to closing sale.
Main purpose of sales automation is to set standard within
an organization to acquire new customers and deal with
existing customers. It includes various CRM sales modules
like
- Lead management
- Contact management
- Account Management
- Tracking Customer Preferences
- Performance Management
- Quote-to-Order management
- Sales Forecasting

7. Keyfeaturesof Marketingautomation
Marketing automation helps an organization to streamline, automate and
measure marketing task to grow sales and earn revenue faster. It includes
various CRMmarketing modules like Campaign Management, Event
Based Marketing. In marketing, Campaign management allows business
to design its own campaign, decide communication channels (like email,
call, website, social media, TV ads etc.) and targeted contacts, allocate
budget and analysis the effectiveness or quality of each campaign. Event
based marketing is to reach out customers with more relevant products or
services based upon what’s going on in their lives at that moment, like first
job or buying new car or getting married. It can automate response to
customer queries, inform sales team about new opportunities.

9. Service automation enables business to provide best quality of
customer service by automating the service process.
It includes various service modules like call management, case or
incident management, knowledge management, service level
management. Call management automation helps to route the
customer call to the most appropriate help desk person and
retrieve all required information related to the call. Case or
incident management helps as organization to assign customers’
problems to the right person, provide solution within time limit,
capture customer response and analyze
effectiveness. Knowledge management captures information from
various sources and makes a pro active approach to give value
addition to customers. Service level management enables
business to analyze quality of service based on its key
performance indicators.

10. Increase sales and improve customers’ loyalty are two main purposes of
any Operational CRM application. There are lots of operational CRM applications
with different features and platforms (SaaS, On Premise, Hybrid). So before
implementing any Customer Relationship Management software, organization
should have defined goal and strategy to ensure success.
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