In today's environment, business needs vary depending on the size and type of business.
The primary goal of a CRM project is the improvement of relations with existing customers (customer loyalty) and to strengthen these relationships regardless of the contact point.
CRM is also a tool for improving the organization and achieving important organizational goals like enhancing revenue, reducing costs, automating processes and saving time.
Operational CRM is made up of 3 main components: sales force automation, marketing automation, and service automation.
- Sales force automation works throughout the stages in the sales cycle, from initially entering contact information to converting a prospective client into an actual client. Implements Sales promotion analysis, automates the tracking of a client's account history for repeated sales or future sales and coordinates sales, marketing, call centers, and retail outlets. It prevents duplicate efforts between a salesperson and a customer and also automatically tracks all contacts and follow-ups between both parties. Even includes tools for monitoring all of the salesperson actions and tasks. With these applications, provided direct access to product features and services as well as in pricing policies depending on the client.
- Marketing Automation focuses on easing the overall marketing process to make it more effective and efficient. For example, by scoring customer behavior, a business can adapt marketing campaigns in identifying how much customers are engaged to this business. CRM tools with marketing automation capabilities can automate repeated tasks, for example, sending out automated marketing emails at certain times to customers, or posting marketing information on social media. The goal with marketing automation is to turn a sales lead into a full customer. CRM systems today also work on customer engagement through social media. CRM helps in managing actions promoting business and provides tools for market analysis.
- Service automation is the part of the CRM system that focuses on direct customer service technology. Through service automation, customers are supported through multiple channels such as phone, email, knowledge bases, ticketing portals, FAQs, and more. For example, Microsoft's Dynamics CRM Softwaretracks call times, call resolution and more in order to improve the efficiency of customer service within a business.