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Recessions and downturns are part of a normal business cycle. When business is booming, corporations tend to hire more people than they need. This is the reason why these same corporations are later forced to lay off some of their employees during periods of recession. However, layoffs are seen as being inherently negative. Companies that […]
The Cost Structure in the Insurance Industry
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Building Model-Driven Decision Support System (MDSS)
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Strategy Implementation and its Steps
Strategy implementation is the translation of chosen strategy into organizational action so as to achieve strategic goals and objectives. Strategy implementation is also defined as the manner in which an organization should develop, utilize, and amalgamate organizational structure, control systems, and culture to follow strategies that lead to competitive advantage and a better performance. Organizational […]
Performance Reviews – Its Objectives and Criterions
Review of performance once or twice in a year provides an objective or a sense of focus on the key performance or development issues. Performance review meetings form the basis for enabling both the managers and the individuals to positively explore ways for improving the performance in the near future and to identify solutions for […]
Operational CRM is mainly focused on automation, improvement and enhancement of business processes which are based on customer-facing or customer supporting.
The main importance of a CRM system lies on how the selling, marketing and service oriented processes are automated, and for which operational CRM systems are embedded with following major automation applications:
Campaigns developed to communicate customers individually are easy and involves unique and direct communications. For multichannel environment the implementation of marketing strategies and campaign management is quite difficult and challenging.
For example, some retailers have multichannel transactions like shops or stores, wholesale stores, websites, home shopping and even television shopping. Here integration and implementation of communication strategy is difficult and evaluation of performance and quality of campaigns needs to be automated and should be technologically sound across each of the channels. For handling this, a CRM marketing strategy called event-based marketing is inherited.
Using event based marketing communication and offers are presented to customers as and when they are required. For example, credit card customer calls the call center for inquiring the current interest rates, this indicates that customer is specific about the interest rates and is trying to compare the interest rates and may switch to different competitor to find specific deals which suits him.
Without wasting time the automated CRM system pops up an event of offer which is best suited for that customer and helps to retain him back.
The Sales and Field representatives then try getting business out of these customers by sophistically following up with them and converting them into a winning deal. Automation of selling process is efficiently handled by Sales-force automation which automates all the methodologies or sales cycle and above described process sophisticatedly.
Each interaction with a customer can be collected to the client database generally known as ‘customer’s history’ and the information can later be used wherever necessary.
Any one in the organization can have access to this information about customer which gives a clear view of customers needs and important information on the customer such as products owned, prior support calls etc. It naturally eliminates the need to obtain this information individually from the customer. On the basis of the information, if required, the customer can easily be contacted at right time at the right place.
Operational CRM refers to services that provide support for various ‘front office’ business processes in helping organization to take care of their customers. Focus on customers’ value is important for a successful operational CRM strategy. Different customers have to be treated differently so information on variables like customers’ ranking, actual value and potential value is of strategic value.
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