posted by Alan Joenn on November 2, 2012
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Operational CRM

Amongst the multitude of terms you’ll come across as you delve into the world of CRM is “Operational CRM”. It refers to the way your system is configured and operated within your business. In this CRM Whiteboard, we take a look at exactly what Operational CRM is, and how it fits into your business.


Hello. Today we’re going to talk about Operational CRM. It’s a term that we use at Collier Pickard regularly to describe that piece of your CRM culture, your CRM implementation that is the configuration and operation of the software that underpins the culture. Within the world of Operational CRM we believe that user engagement is the key issue in making your Operational CRM effective and therefore these are points that we’d like you to think about whenever you’re deciding how an Operational CRM system will work best for you.

First of all if you want people to use the system effectively in order to improve the customer centric nature of the way you do business, in order to make it easier to attract customers into your world and retain them as long term, long spending customers then the people using the Operational CRM system need to have a clear understanding of what it is, what it’s trying to achieve and they need to be able to use it very easily.

In an ideal world, an Operational CRM system will actually become invaluable to the people using it. Their jobs will actually become easier using the Operational CRM system, than they were hitherto before the system was deployed. If that’s the case then we can get to the point where your user community feels genuine ownership of the Operational CRM system. The quality of the information that it holds, because it makes their job so much easier, becomes important to them and it becomes a vehicle for creating very high data quality within the Operational CRM database which in turn becomes the source of information that you need to make quick decisions informed decisions to run your business in a smooth, fast, efficient way.

If we have this situation where Operational CRM is creating high data quality then we can use the Operational CRM system to deploy best practice rules. Analysing what works and what doesn’t now becomes very informed because the quality of the data is very high, and therefore adopting best practice and tweaking the system so that it becomes even more invaluable to people doing their jobs more easily in a more customer-centric way becomes the outcome of the Operational CRM system. It evolves and your best practice improves as you get better at customer-centric operation.

Our website contains an eBook on operational CRM which goes into the subject in much more detail.

Thank you for watching!


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