Attracting and retaining customers is a fundamental part of any business, regardless of the industry and the size of your business.
Therefore, any company is willing to use tools, applications and systems that serve this purpose.
Y eso es precisamente lo que hace un CRM operativo.
What is an operational CRM
Un CRM operativo u operativo es un sistema de información que posibilita administrar de forma centralizada los contactos de la organización con los clientes. De esta dinámica, facilita la automatización de procesos relacionados con las actividades de ventas, marketing y Customer Support.
Enhanced sales team productivity and accelerated sales.
Al asegurar el acceso directo a la data de cada contacto o client, este tipo de CRM ayuda a la administración diaria en todas las fases del procedimiento de venta. Desde la contratación hasta el servicio postventa.
CRM operating systems
The target principal de un CRM operativo es identificar clientes potenciales segmentando su base de contactos, convertir estos contactos en clientes, capturar todos los detalles necesarios sobre estas cuentas y apoyarlo durante todo el ciclo de vida del cliente.
These are some of the best CRMs of its kind.
Main advantages of an operational CRM
An operational CRM promotes customer satisfaction and loyalty by achieving:
- Improve marketing processes.
- Increase internal communication.
- Maximize sales and cross-sells.
- Get greater customer satisfaction.
- Promote the productivity of the sales force.
Although each type of CRM has its place and one can be adapted to one business more than another, operational CRMs are a great benefit for companies that want to increase customer satisfaction and loyalty.
How an operational CRM works
This type of CRM software automates three functions:
Selling power
Sales force automation enables your company to automate the sales process, from prospecting to closing sales. At the same time, it does so across the board, allowing multiple members of the organization to participate, but using a standardized procedure to help vendors gain new customers and deal with existing customers.
For this, the system includes several CRM sales modules such as:
- Contact management
- Account management
- Tracking customer preferences
- Performance management
- Evaluation of «leads»
- Quote management on demand
- Sales forecasts
All essential for daily business work.
Marketing actions
When it consists of marketing tasks, a working CRM system makes it possible to take full advantage of processes, automate tasks, and measure the ROI of marketing campaigns against revenue and sales.
For this, these systems integrate: the management of campaigns, events and automated responses.
Campaign management:
Ayudar a las compañías a diseñar campañas (reclutamiento, onboarding, promociones, encuestas, segmentation etc …), establecer canales de comunicación (correo electrónico, llamadas, sitios Web, redes sociales, anuncios de televisión), segmentar contactos, adjudicar presupuestos y analizar la efectividad de cada campaña.
Marketing events:
It enables you to create automatic triggers, linked to stimuli sent or declared by the client. Make your offers more relevant to what is happening in your customer's life.
Automated responses:
Facilitates the creation of standardized or standardized responses to recurring situations, saving resources and time for the sales team.
Customer Support
Automating customer service enables you to provide better customer service at all times.
These two benefits come with lower costs, making it possible to automate services such as: call management, incident management, knowledge base, and service level assessment.
Automated call handling enables customer calls to be routed to the most appropriate technical support person and all necessary call information to be retrieved.
The support administration module (chat, email, ticket system), helps the organization to assign customer problems to the right person, provide a solution in a reasonable time, record the conversation with customers and analyze the effectiveness and satisfaction of the solution provided by the director.
The knowledge base helps add value to clients through a “do-it-yourself” approach in which the client proactively searches for solutions using our query base for a recurring low-level technical inquiry.
In conclusion, the functionality to examine satisfaction with the level of service provided enables companies to analyze the quality of service according to key performance indicators.
What you get from all of this is seamless, end-to-end customer engagement control.
Who should buy operational CRM
Operational CRMs are perfect for companies that:
- They are 100% customer oriented.
- They must coordinate the sales, marketing and customer service teams.
- Improve the productivity of the sales force.
- Automate customer tracking, marketing, and sales force assessment functions.
- Facilitate self-service functions in customer service.
Any organization that has a large portfolio of clients that it needs to serve and support should have such CRM software.
They are essential to guarantee the efficiency and productivity of the sales team, but fundamentally to satisfy customers and retain them.
When they perceive a personalized, efficient and precise treatment of their case, clients are emotionally linked to your brand.
On the one hand, an operational CRM will allow you to organize everything so that the sales and marketing team can coordinate their work well and at the same time you will have the necessary tool to face any unforeseen or problem of your clients through the Help Desk. . Since everything is coordinated
Comparison between operational CRM and analytical CRM
As you have just seen, an operational CRM focuses on the day-to-day management of each interaction between the client and their company in order to transfer a coherent image of the organization that allows strengthening the link between it and our brand and, therefore so much, loyalty. of our contacts.
While an analytical CRM pursues a clearly different but complementary objective at the same time. This type of system seeks to identify patterns of behavior between the data provided by customers and the interactions in order to predict their behavior and anticipate their needs.
From this dynamic, it is easier to identify possibilities and personalize offers.
Choose the right operational CRM for you
In short, an operational CRM is a key element for any company that seeks:
- increase the performance of your sales force,
- Increase the effectiveness of your marketing actions
- and ensure a better experience through customer service.
Still, finding the right CRM software for your company can be difficult.
Especially when you have so many alternatives at your disposal: On Premise, Open Source, Cloud CRM….
Therefore, to ensure we make the best decision and select the best alternative for your business and industry, we have prepared this complete CRM guide.
