A Description of Operational CRM

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Operational CRM simply defined are systems and processes that support the “front office” daily operations that focus solely on the customer base of an organization or entity (Baltzan & Philips, 2010). Increasing competition and decreasing customer loyalty have led to the emergence of concepts that focus on the nurturing of customer relationships (Henning, et al. 2003). With Operational CRM systems one can improve the efficiency of CRM business processes and comprise solutions for sales force automation, marketing automation, and call center/customer interaction center management (Bose&Sugumaran,2003). The goal of operational CRM should be to integrate people, processes and technology using the customer’s perspective and expectations as the key driver (Teo, T., Devadoss, P., & Pan, S. 2006). The enterprise framework of Operational CRM as described by Bose and Sugumaran,2003 is comprised of user applications, business processes, and organization structures. Some day to day examples may include marketing campaigns, call center applications, and web-based applications (Bose and Sugumaran,2003). These are processes that people tend to relate to because these applications can applied across many departments and divisions. To integrate marketing, sales, and service activities, CRM requires the strong integration of business processes which involve customers (Henning, et al. 2003). Focusing on distinct application areas such as computer aided selling (CAS) and sales force automation (SFA) systems are responsible for the control and automation of sales processes, whereas other systems for service or marketing automation focus on service as well as marketing processes. In the course of process integration, these systems continually merge towards integrated CRM suites (Henning, et al. 2003). In conclusion, the most important process is to recognize with the use of technology how important the customer and knowledge of the customer is to business....
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