What is an operational CRM? Definition, features and key examples for 2024

If you have a growing business and have come to understand the advantages and disadvantages of a CRM for managing customer relationships , in this article we will explore what an operational CRM is , its features, benefits and examples so you can determine if this is the right solution for you.

What is an Operational CRM?

Operational CRM , also known as operational CRM software, is a type of system designed to optimize customer interactions across sales, marketing, and customer service teams .

This system centralizes and automates essential processes, facilitating customer relationship management and improving the customer experience at every point of contact.

Definition of Operational CRM

An operational CRM is defined as a business tool that helps manage the daily tasks of customer service , marketing, and sales departments. Its goal is to ensure that all departments work in harmony to build long-lasting relationships and meet specific customer needs.

Types of Operational CRM

There are various approaches within operational CRM , depending on the functionalities they offer. Some of the most well-known types of operational CRM are:

Sales CRM: Automate lead tracking throughout the funnel, make scheduling meetings easier, and help close sales more efficiently.
Marketing CRM: Allows you to manage marketing campaigns , segment customers and personalize strategies according to their interests.
Customer Service CRM: Provides tools to resolve customer queries and issues quickly and effectively, improving overall satisfaction.

Features of an Operational CRM

The main features of operational CRM include:

Centralization of information: The entire history of interactions with customers is stored in one place.
Process automation: Streamline repetitive tasks such as sending emails, tracking prospects, and generating reports.
Channel Integration: Support for multiple communication channels , such as social media, email , and phone.
Personalization: Allows you to create offers and messages tailored to individual customer needs.

Examples of Operational CRM

It is no coincidence that many of the most popular tools are operational CRMs, leading examples on the market.

Below are three of the most commonly used:

1. Salesforce CRM

Salesforce is one of the most complete solutions in the field of operational CRM . With advanced tools for customer management and data mining features , it allows you to analyze large volumes of information to improve decision making.

Advantages:

Extensive integration options with other platforms.
Constant updates ensure access to the latest technologies.
Global support and accessible tutorials.

Disadvantages:

High implementation and customization costs.
The learning curve can be steep for new users.

2. Microsoft Dynamics CRM

Microsoft Dynamics offers a combination of front and back office tools , making it a versatile option for companies of different sizes.

Advantages:

Easy integration with other Microsoft products, such as Office and Teams.
Available in the cloud or on-premise installation.
Extensive options to automate sales processes .

Disadvantages:

Limited flexibility in customization for companies with specific needs .
Less developed internal collaboration features.

3. HubSpot CRM

HubSpot's CRM is one of the most attractive options for small and medium-sized businesses. Its free version includes advanced tools for contact management, sales tracking, and marketing campaigns .

Advantages:

Easy to use and learn.
Support for third-party tools.
Excellent technical support, especially in Spanish.

Disadvantages:

Advanced features are only available in paid versions.
Limited customization options in the free version.

Is an Operational CRM really what you are looking for?

The answer to this question depends on the specific needs of your company. If you are looking to optimize the front office , that is, direct interactions with customers in sales, marketing and support, an operational CRM is the ideal solution.

On the other hand, if you need to improve internal management processes, such as accounting, inventory or human resources, you may want to opt for an ERP system. However, keep in mind that some tools combine CRM and ERP system functionalities, offering the best of both worlds.

Benefits of Operational CRM

Using an operational CRM brings multiple benefits, including:

Improved customer relationship management : By centralizing information, sales teams can offer more personalized and effective service.
Increased sales: Process automation frees up time for the sales force to focus on closing sales.
Marketing optimization: Allows you to segment databases and launch targeted campaigns, increasing return on investment.
Greater customer satisfaction: Agile and personalized support improves customer perception of your company.

4 main benefits of implementing an operational CRM in your company to optimize sales, marketing and customer service.

Now that you know what operational CRM is , its types, features, and examples, you're ready to evaluate whether this tool is what your business needs. Remember that choosing the right system will make all the difference in your ability to build strong customer relationships and achieve your business goals.

To find the operational CRM that best suits your needs, schedule a consultation with our experts at ComparaSoftware. It's free!