Office automation systems functions

Operational CRM  August 29, 2013 – 00:24
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Operational CRM describes the support function of the CRM system for all departments, which are in direct contact with the customer. Its goal is to initiate contact with potential customers, they maintain a stable (and economically relevant) to convert customer relationship and the relationship to the old and new existing customers. The CRM system feeds all the data relevant for this company considering all relevant communication channels and "customer touch points" in the so-called front office, to which the various operational departments have access. At the same time gained in operational CRM continuous customer-relevant data collected and the processing and evaluation of the analytical CRM respectively sent an integrated data warehouse.

Marketing, Sales and Service Automation - Customer Contact with standards-based digital

The front office at the operational CRM integrates the information needs of marketing, sales and service and established this special "automation". Apart from the customer database and other structured data about content management systems and unstructured information (such as audio or video files or campaign materials) supplied, used and stored. Information from other databases - such as ERP (Enterprise Resource Planning) or SCM (Supply Chain Management) systems - are available via interfaces to the so-called back office.

  • The marketing automation controls all the marketing processes in terms of a holistic and integrated customer contact. Central here is an efficient (target-group-oriented, tailored to various market segments and time-optimal) campaign management, among other things based on an exact definition of each "customer value". Digital content management allows a focused creation, maintenance and use of marketing materials. If appropriate, up-or cross-selling models (respectively to enlargement of the decision criteria of the potential buyer and its orientation to higher priced products offers an integrated marketing for complementary) transferred from the analytical CRM, the marketing automation into operations.
  • The Sales Automation provides administrative support and data for the sales team and provides - for example, through interactive sales system - information for the specific sales pitch ready. Analytical functions include sales automation sales cycle analyzes for internal production and supply planning or Lost-order analysis to determine the reasons of sales flops and failed transactions with individual customers.
  • The service automation as part of the operational CRM provides the customer service administrative support (Contact Planning, Information on product availability and delivery times). The immediate contact support through the Service Automation refers mainly to customer initiated communication processes - either individual supply information or complaint management.

Source: www.crm.de


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