The marketing department can use the operational CRM technologies of a list generator, campaign management and cross-selling and up-selling. List generators compile customer information from a variety of sources and segment the information for different marketing campaigns. List generators provide the marketing department with a solid understanding of the type of customer it needs to target for marketing campaigns. Campaign management systems guide users through marketing campaigns performing such tasks as campaign definition, planning, scheduling, segmentation and success analysis. Cross-selling is selling additional products or services to a customer. Up-selling is increasing the value of the sale. CRM systems offer marketing departments all kinds of information about their customers and their products which can help them identify cross-selling and up-selling marketing campaigns. These technologies can help increase customer satisfaction which can help create better relationships with customers. 2)
The customer service department can use the operational CRM technologies of a contact center, web-based self-service and call scripting. A contact center is where customer service representatives answer customer inquiries and respond to problems through a number of different customer touchpoints. It is one of the best assets a customer-driven organization can have because maintaining a high level of customer support is critical to obtaining and retaining customers. They also track customer call history along with problem resolutions which is critical for providing a comprehensive customer view to the customer service representative. Web-based self-service systems allow customers to use the Web to find answers to their questions or solutions to their problems. Click-to-talk buttons are especially useful as it allows customers to click on a button and talk with a customer service representative via the Internet. Web-based self-service add tremendous...
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