What is an operational CRM?

A centralized system that supports the sales, marketing, and customer service functions within a company that stores information on customers, leads, and employees using a shared interface.

An operational CRM is designed to improve routine business operations and securely store data on all your business activities with customers and prospects. Key CRM features enable businesses to measure, analyze, and tailor the customer journey in real-time.

Operational CRM can be defined as all the services that allow a business organization to take care of customers’ needs. The system connects and supports an organization’s sales, marketing, and customer service functions, thus building a framework that provides customer support.

In simple terms, your organization’s CRM is the lifeline connecting your brand, team of employees, and the prospective customers. Its primary purpose is to streamline all business processes to offer the best customer experience. Some good examples of operational customer relationship management include contact and call centers, websites and data aggregation systems among others. To gain an edge against your competitors, getting access to information about your customers as well as getting a clear view of their needs is vital, and that is where high tech expertise in CRM becomes relevant.