1) Exploring The Four Types of CRM Systems - Operational

Over the course of this series, we will be exploring the intricacies and benefits of the four main types of CRM systems, providing you with valuable insights that will empower you to make informed decisions for your business.

Our blog series will cover the following four types of CRM systems:

  1. Operational 
  2. Analytical 
  3. Collaborative 
  4. Strategic 

First up let’s explore optimising customer relationships with Operational CRM Systems.


In today’s competitive business landscape, building and nurturing strong customer relationships is paramount. Customer Relationship Management (CRM) systems have emerged as indispensable tools that empower companies to streamline interactions, enhance customer experiences, and drive sustainable growth. Among the various types of CRM systems, operational CRM stands out as a strategic asset for organisations looking to optimise their customer-centric processes. In this blog post, we will delve into the world of operational CRM systems and explore how they can transform your business into a CRM champion.

What is Operational CRM?

Operational CRM is a dynamic subset of CRM technology that focuses on automating and enhancing customer-facing processes. Unlike analytical and collaborative CRM systems, which primarily deal with data analysis and communication, operational CRM systems are all about managing day-to-day interactions with customers efficiently. They provide a robust framework for managing sales, marketing, and customer service operations seamlessly.

Key Features and Benefits

  • 360-Degree Customer View: Operational CRM systems consolidate customer information from various touchpoints into a single, comprehensive view. This holistic perspective enables your team to gain deep insights into customer preferences, purchase history, and communication history, facilitating personalised interactions and effective decision-making.
  • Sales Force Automation: Empower your sales team with tools that automate routine tasks, streamline lead management, and ensure timely follow-ups. Operational CRM systems enable efficient opportunity tracking, pipeline management, and real-time reporting, empowering your sales force to close deals faster and drive revenue growth.
  • Marketing Automation: Deliver targeted and relevant marketing campaigns with the help of operational CRM. Segment your audience based on demographics, behaviour, or preferences, and execute personalised marketing initiatives that resonate with each customer segment. This automation not only saves time but also increases the likelihood of converting leads into loyal customers.
  • Efficient Customer Service: Operational CRM systems enable your customer service team to provide exceptional support by centralising customer inquiries, complaints, and feedback. Quick access to customer histories and case resolutions ensures prompt and satisfactory responses, enhancing customer satisfaction and loyalty.
  • Workflow Automation: Streamline internal processes and workflows through automation, reducing manual intervention and minimising errors. With operational CRM, you can automate routine tasks such as order processing, inventory management, and data entry, freeing up valuable time for your team to focus on strategic initiatives.

Implementing Operational CRM: A Strategic Approach

  • Assessment and Planning: Begin by assessing your organisation’s unique requirements and objectives. Identify pain points in your customer-facing processes and outline the desired outcomes. Collaborate with a CRM consultancy like CRM Champion to define a tailored operational CRM strategy.
  • Vendor Selection: Choose a reliable CRM software vendor that aligns with your business goals and offers the features necessary to optimise your operations. Look for user-friendly interfaces, scalability, integration capabilities, and responsive customer support.
  • Customisation and Integration: Tailor the operational CRM system to suit your organisation’s workflow and processes. Integrate the CRM solution with existing tools and systems, such as email platforms, e-commerce platforms, and ERP systems, to ensure seamless data flow.
  • User Training: Successful adoption of operational CRM hinges on user proficiency. Provide comprehensive training to your team to ensure they can leverage the system’s capabilities to the fullest. CRM Champion can assist in designing training programs that empower your staff.
  • Continuous Improvement: Monitor the performance of your operational CRM system and gather feedback from users. Regularly assess its impact on customer satisfaction, sales efficiency, and overall productivity. Adjust and enhancements as needed to continually optimise your CRM operations.


Operational CRM systems represent a powerful solution for businesses striving to excel in customer relationship management. By automating processes, enhancing customer interactions, and optimising sales and marketing efforts, operational CRM can truly elevate your organisation’s standing in the competitive marketplace.

At CRM Champion, we specialise in helping businesses harness the full potential of operational CRM systems. Contact us today to embark on a journey towards becoming a CRM champion in your industry. Your customers deserve nothing less than the best, and operational CRM is the key to delivering exceptional experiences that drive long-term success.

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Wondering if a CRM System is right for you? Read our blog Top Things To Consider When Looking Into CRM Systems to help!

  • “Dynamic, attentive and highly professional. Their CRM selection service saved me countless hours of frustrating research, and their marketplace report presented information in a way which made it easy to compare options related to my business needs. The implementation was extremely well managed, and the team worked hard to ensure my e-commerce website integrated beautifully.”

    Sue Searle, Ecology Training UK Ltd.

  • “These guys are methodical and detailed, a very safe pair of hands and a great resource to know when implementing more sophisticated systems. Would highly recommend.”

    Ben Stirling, Made with Maturity Ltd.

  • CRM Champion is an inclusive and diverse employer that supports students and new graduates to flourish at the early stage of their careers. The team are dedicated professionals who actively engage with the university to create meaningful opportunities that supports growth on all sides.

    Andrea Hodges, Employment Schemes Manager, University of Exeter

  • The CRM Champion team provided expert guidance in mapping our CRM requirements to meet BIT Group objectives including our BIT Training and BIT Security divisions. The team’s insightful approach, analytic mindset and industry expertise created us a phased approach to achieving CRM success. Highly recommended.

    Sam Snowdon, Chief Marketing Officer, BIT Group

  • “[They] were brilliant at pinpointing what our needs were, they produced a thorough marketplace report and as a result we have adopted a CRM system which has totally changed our way of working and made our lives so much easier.”

    Lucy Thomas, Linggard and Thomas Accountants Ltd.

  • “[They] were instrumental in leading a challenging CRM project – taking time to understand our business and helping us to become more profitable.”

    Henry Massey, Clystnet Ltd

  • “CRM Champion were instrumental in getting us organised and working effectively…their strong work ethic and deep knowledge will bring any project to fruition.”

    GR, Airport Direct Travel Ltd.