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Operational CRM: Key features and benefits

In the CRM world, three types of CRM platforms – Operational CRM, Analytical CRM, and Collaborative CRM.

In our previous post, we have discussed all three types. Here we will talk about Operational CRM, its key features, and benefits.

What is Operational CRM?


Operational CRM is a platform that focuses on simplifying sales and marketing interactions with clients. Operational CRM also offers automation of the process, specifically, the ability to perform tasks more effectively and with fewer steps. 

To tell the truth, “operational” is a catch-all word, and it’s a lot of differences across CRMs in this category. 

Operational CRM refers to programs that assist different business processes of the ‘front office’ in helping companies take care of their clients. For an effective operational CRM strategy, focusing on the importance of the customers is crucial. Different customers must be handled differently, so that information on variables such as the rating of customers, real value, and future value is of strategic importance.

The idea behind it all is to create leads, then turn them into clients and contacts. 

How does operational CRM work?

Operational-CRM parts

Scheduling, automated communication, self-service management, progress tracking, lead sorting, cross-team coordination, and data processing are only a few of a typical company’s normal processes across separate departments. Operational CRM can help streamline the operations of sales, marketing, and service over the entire consumer journey:


Sales functionality includes your company’s sales team’s roles, as they operate through a lead list. From the leads, the team recognizes prospects that then become the to-do-list of sales reps to turn all prospects into purchasing and loyal customers.


This portion involves identifying the marketing team on the lead list and how best to target them.


 Service includes the support staff that manages contact and customer communications from time to time to answer questions, address issues that occur, and process requests for assistance.

The main components of operational CRM


There is a rundown of what constitutes a general CRM software.

People Management: How to use the right people for the correct purpose at the right time? Sometimes this issue has helped companies find the best use of their money, and your CRM needs to provide the answer for you.

Lead Management: How do you keep track of and distribute all the leads to your sales? This becomes a required field for them to efficiently coordinate and process since CRM systems deal with clients and lead management.

Salesforce Automation: SFA tool tracks customers, interacts with prospects, forecasts sales, and processes sales as well.

Customer Service: This feature lets consumers make accurate decisions when purchasing the products. When a buyer is on the verge of making a purchase or after the purchase, customer service comes into play, whether they may have questions or feedback. CRM provides the proper management for smooth and effective handling of them.

Marketing and Sales: Though marketing promotes products, it is true that sales teams go out and sell all those goods. Of course, a robust CRM will help the teams get the best out of it in the least amount of time. Maybe some CRMs will go the extra mile and work out better communication between your organization’s two departments.

Business Reporting and Analytics: Business reporting shows the company’s position on the market and its goods at a given time. On the other hand, Analytics studies the industry trends and recommends the products are likely to fit in with those trends.

Critical features of operational CRM

Operational-CRM benefits

Here’s a short rundown of operational CRM. 

  • Primary Functions: Sales, Service, and Marketing
  • Perfect for customer-facing functions
  • Connects marketing, sales, and customer service teams
  • Automates many functions including scheduling, follow-ups, and contacts
  • Facilitates customer self-service functions

Benefits of using operational CRM

Here are several powerful benefits an operational CRM has over other types of CRMs.

Improve marketing processes. Drill down precision focused data into your client. Learn more about likely buyers, and then start campaigns to attract similar buyers. Using the consumer data in your CRM, you can analyze purchasing trends and customer preferences to configure the best marketing strategies possible.

Increase internal communication. It’s no surprise, departments that don’t connect usually don’t function for the same purpose. When a company has access to the same data, it places all of them on the same field and plays the same game. TTheperational CRM capability to collect, store, and disseminate data makes it an excellent tool for interdepartmental communication and information sharing.

Enhance upselling and cross-selling. Operational CRMs start collecting data from your customers from the first touchpoint and retain those records through the customer’s lifecycle, recording every transaction, contact, and problem. This prepares the sales team for the right opportunities to upsell and cross-sell. Sales reps may use sales strategies customized for each customer with purchasing experience available to them.

Increase in Revenue. For every $1 invested in them, operational CRMs are known to generate more than $8 of value. You can’t go wrong with a CRM to your company at an 8:1 ROI. Scaling up your sales team and giving them tools to better sell and close would undoubtedly increase your business revenue.

They increased Customer Satisfaction. If you can’t help your clients, they won’t hang around if you can’t give them excellent service. That’s why your CRM system is critical to have in place. Customers tend to repeat themselves, so arming the employees with a centralized CRM system would almost immediately boost customer service.

Using a CRM to equip the customer service team helps them provide reliable, timely, and well-informed data. They will see that the consumer complained and what was addressed on such phone calls in the past. They will see whether the customer was having some problems, and they called technical support.

An operational CRM generates all this data and more, so your customer service team can have a comprehensive view of your company’s customer experience. So this is how great experiences of customer service are born.

The Final Thought

Overall, there are several different reasons why operational CRM is so critical to your business success. It can influence the entire company directly, including its marketing, sales, and customer support.

It’s vital to think about the business strategy before you purchase and introduce a program and ensure that the type of CRM software solutions you choose is the best option to maximize your sales volume and boost your business.

Access our exclusive case studies

Ivan Karp

Ivan Karp

Managing Director at SyncMatters, Europe

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