Read this article and focus on how different departments within a business use customer data for CRM. Then, complete the case study. What data did the company collect for database marketing? How did this company use database marketing to improve customer relationships (CRM)? The case study was an example of a real-world CRM process used to improve customer interaction.
Operational CRM provides support to "front office" business processes, e.g. to sales, marketing, and service staff. Interactions with customers are generally stored in customers' contact histories, and staff can retrieve customer information as necessary.
The contact history provides staff members with immediate access to important information on the customer (products owned, prior support calls etc.), eliminating the need to individually obtain this information directly from the customer. Consequently, many call centers use some form of CRM software.
Operational CRM processes customer data for a variety of purposes:
'Managing Campaigns' Enterprise Marketing Automation Sales Force Automation