The task of an operative CRM is to manage a company´s customer contacts for the purpose of gaining customer informations.
An operative CRM consists of existing and future contacts and establishs a support function for all departments having customer contacts.
Potential customers shall be enlisted, transferred into a stable customer relationship and interaction between old and new customers is maintained.
Evaluation and further preparation of the collected data is shifted to an Analytical CRM system or a datawarehouse system.
An operative CRM closes therefore the gap between an analytical CRM and an Communicative CRM.
Usually CRM is classified into four different components:
There are also new developed related CRM components and concepts which are increasingly used:
The system is typically used by Sales, Marketing, Customer Service and Technical Support.
Typically the following 3 main components are dedicated to an operative CRM:2)
Marketing Automation links all marketing process as integrated and directly to the customer.
There are two main tasks among many: customer segmentation and campaign management. Marketers use such factors as sex, age, and education to divide and classify customers. Performing this task is called customer segmentation.
This makes it easy for marketers to create a target population and measure the efficiency of allocated resources. On the other hand, marketers also use the software to inform potential customers of business products and services.
By employing an email management campaign, marketers send pre-formatted messages about products to a list of email contacts. Marketing Automation has become the best solution for developing email marketing and sales campaigns and driving revenue.3)
Sales automation is used to improve the efficiency of tasks like inventory control, sales processing, contact managing, scheduling, and tracking of customer interactions, as well as analyzing sales forecasts and performance.4)
It is also used as add on for sales conversations to offer electronic product catalogs or product configurations. Sales-cycle analysis as reservation for re-ordering and Lost-order analysis is another feature.
Service Automation is predominantely used for service functions such as administrative support (contacts, product availabiltiy, delivery time).
Customer support via serivce automatoin is based on customer initiated contact, such as offerings and complaint management.
Typical transaction data emerging by operative CRM systems are account numbers, phone numbers, product preferences or other “faceless” data elements (used for analytical CRM).