Operational CRM System
Term from the CRM Glossary
Definition
An operational CRM system is a software tool that automates and optimizes everyday, customer-related processes in marketing, sales, and customer service. It captures customer data to personalize customer communication, increase customer satisfaction, and support the entire sales cycle. Goals include efficient lead generation, the automation of inquiries and complaints, and closer customer loyalty through current and tailored interactions.
Function
| Data Collection | All customer contacts, preferences, inquiries, appointments, and transactions are stored in a central database. | |
| Automation | Processes such as sending marketing campaigns, creating offers, or processing service requests are automated. | |
| Cross-Departmental Use | Employees from marketing, sales, and customer service can access the same, up-to-date customer data to ensure seamless customer communication. |
Goals
- Increased Efficiency: Automation relieves staff and accelerates processes.
- Customer Loyalty: Personalized communication and better service lead to higher customer satisfaction and loyalty.
- Revenue Growth: Efficient lead generation, automated offers, and targeted campaigns optimize the sales process and boost revenue.