Operational CRM Systems 

11.17.22 02:48 PM By Rachel

Operational CRM Systems

An operational CRM system is the most common type and covers the broadest range of functions. It blends all business processes, such as customer service, marketing and sales, into one within a company. Its primary goal is to help streamline business operations, centralize customer interactions and sales, marketing processes, and service and support efforts in one place. Further, it stores information on customers, leads, and employees using a shared platform to better support existing and potential customers.

An operational CRM system captures customer details and uses them to provide service across the customer lifecycle, including marketing, sales and service automation.

Marketing Automation and Digital Marketing

Marketing Automation

While marketing activities help businesses communicate information about their products and services to their existing and potential customer base, automation aims to find the best way to offer products and approach potential customers using campaign management modules. Marketing automation also helps businesses decide on effective channels – email, phone calls, ads on social media and more – to target potential customers.

Sales Automation

Sales Automation

Sales automation organizes information to help businesses meet customers’ needs and increase sales more efficiently and effectively. It includes various CRM sales modules such as lead management, contact management and sales forecasting.

Service Automation

Service Automation

This component is the connection point between service reps or teams and customers. Its functionality covers many things, including setting up inboxes that aggregate customer emails, coordinating live chats and setting up chatbots. Further, service automation provides ways to delegate service tasks to reps via ticketing systems and can include knowledge base or FAQ pages as additional features.

Pros and cons of operational CRM systems

An operational CRM can improve organizational efficiency, leading to improved processes, internal cohesion and overall customer satisfaction. However, as with each type of CRM, it is dependent on proper data entry to achieve its full effect, which can be a time-consuming process – especially for small or mid-sized organizations.

When to Use an Operational CRM System

Operational CRM systems are ideal for helping teams work better to understand customers through the capture and nurture of customer relationships and improve the perception of customers and sales for the company.

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Siege Technology Solutions offers comprehensive, specialized CRM, Data and Process Management systems for the insurance industry and other process and data heavy industries.   Find out how Siege can help your business by visiting or today.