Operational CRM

Presenter
Rakhi Hiremath
Rn – 95
 Introduction Features

Benefits Applications

Agenda
Current Trends

Presentation Title
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Introduction
Operational-CRM refers to services that
allow organizations to take good care of
their customers. This aspect of CRM
provides support for different business
processes including sales, service and
marketing. Data aggregation system, call
centres and contact centres are a few
examples of operational-CRM. OCRM is a
tool that can help you resolve issues like
high service costs and high customer
turnover. The high-tech expertise can give
you access to all the information about
customers, as well as a clear view of the
particular needs and requirements of your
customers.

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Features

Perfect for Facilitates

customer-facing customer self-
functions service functions

Primary
Functions: Sales,
Automates many
Service, and Connects functions
Marketing marketing, sales, including
and customer scheduling,
service teams follow-ups, and
contacts

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 Benefits
Improve marketing processes. Increase internal communication
Drill down precision focused data into your client. Learn more about It’s no surprise, departments that don’t connect usually don’t
likely buyers, and then start campaigns to attract similar buyers. function for the same purpose. When a company has access to the
Using the consumer data in your CRM, you can analyse purchasing same data, it places all of them on the same field and plays the same
trends and customer preferences to configure the best marketing game. The operational CRM capability to collect, store, and
strategies possible. disseminate data makes it an excellent tool for interdepartmental
communication and information sharing.

Enhance upselling and cross-selling Increase in Revenue

Operational CRMs start collecting data from your customers from For every $1 invested, operational CRMs are known to generate
the first touchpoint and retain those records through the customer’s more than $8 of value. It gives the best ROI to the companies.
lifecycle, recording every transaction, contact, and problem. This Scaling up sales team and giving them operational CRM tools will
prepares the sales team for the right opportunities to upsell and increase sell and close would undoubtedly increase business revenue
cross-sell. Sales reps may use sales strategies customized for each and profit maximization.
customer with purchasing experience available to them.

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 Application
Adopting a reliable operational CRM software for
businesses will help solve the problems and challenges
that companies may face.

Presentation title
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1. A complete out of sync when communicating with the client
Say, your company performs on a B2B market and provides water delivery services. You have a number of points for incoming requests: land phone
with multiple lines, email, chatbots, on-site form, and Google and Facebook ads. You also offer complex discounts that depend on the following info:
• the number of previous water delivery orders
• the average amount of money spent
• the volume of the current order
• delivery urgency
• bonus codes, if any
• a one-time discount for referring a friend.
Processing all this data manually to announce the ultimate water price for the client will be time-consuming. Not to mention the unavoidable
inconsistency that will happen because of manual calculations.

Benefit from using an operational CRM: An operational CRM helps you automatically collect data in one place. So with a click of the button, you get
access to all the information you need.

2. Misalignment between sales and marketing

Both the marketing and sales departments simultaneously work towards the same goal — getting the revenue. However, they may approach it from
different fronts.

Marketers arrange preps — brand planning and building, pricing strategy, positioning, “field works,” content, media presence, and so on.

Sales are more about the execution — communication with the client, negotiating on deals’ terms, prices, etc. And nothing harms the company’s
image more than when marketers and sales reps communicate a piece of contradictory information to the prospective customer.

Benefit from using an operational CRM: An operational CRM allows both the marketing and sales departments to access the same information about
the customer, which helps stay aligned and ensures consistency in communication with the people whom they want to convert.

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3. The fragility of sales forecasts
An efficient forecast is made upon numbers. Companies that fail to grasp enough evidence have poor chances of foreseeing the success
of their forthcoming campaigns.

Benefit from using an operational CRM: An operational CRM provides this evidence for building customers’ journeys and
understanding the ongoing sales pipeline. The data it collects becomes a bottom line for the adjustment of the revenue amount during
the reporting period.

4. Productivity decline
Giving your professionals too much manual work like briefing tables or reviewing individual sales bulletins freehand leads to the
inevitable result — their proactivity, creativity, and hence productivity decline.

Benefit from using an operational CRM: An operational CRM allows you to automate emails, phone calls, and replies and instantly
update customers’ data upon ongoing communication with them. Meanwhile, your team members stay involved in more strategic tasks.

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AUTOMATION
Current trends
Marketing
Automation
• Marketing automatic focuses on automatic marketing
related processes. In this process, campaign
management involves use of marketers to use customer-
specific information.
• This helps them determine, analyze and develop form of
communications that are customer targeted in the form
of individual, multilevel and multi-channel
environment.
• For example, when a credit card customer will call the
call center, it is evident that he/she is looking for more
information on specific credit card details which can be
interest rates, cash back and other available features.
Now, if he is particularly inquiring about interest rate,
then it means that the customer will compare the interest
rates being offered by other banks as well and might
even switch to find the best suitable deal for him. If your
interest rates are not the best in the industry, then your
CRM system will automatically show specific deals
which can suit the customer depending upon their
interests and history.

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Sales-force Automation

A CRM system is not just focused on dealing with the needs

and requirements of existing customers. It is also a useful tool
for acquiring new customers. It helps identifying new
customers and maintaining corresponding details into the
system. The process is distributed into a number of stages that
begins with lead generation, followed by identifying qualified
leads and prospects. The sales representative then tries to get
some business from the qualified leads by making winning
deal. This process is solely handled by sales force team in the
organization.

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Service Automation
Service automation focuses on managing organization’s
service. It deals with actual interactions with customers
like, contact, direct mail, direct sales, call centres, web
sites, data aggregation systems, and blogs. Each
interaction made with individual customers are collected
in the database known as, “customer history”. The
information can be later used as per the requirement. Any
employee in the organization can have free access to this
information, which works best in giving a clear picture of
the specific needs and requirements of the customer. It also
eliminates the need of obtaining the same information
from customers. Also, based on information provided,
customers can be easily contacted whenever required.

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Thank you