Operational Marketing Strategies | Your Business
Article (PDF Available) in Journal of Relationship Marketing · January . Customer. Strategy. FIGURE 1. Strategic, Operational, and Analytical CRM. Keywords: CRM, Relationship Marketing, Critical Success Factors strategy. Actually, when implementing the CRM system, companies should consider marketing, operations systems (that handle order entry, invoicing, payments, point of. Customer relationship management (CRM) is a combination of people, processes A CRM business strategy leverages marketing, operations, sales, customer.
Share on Facebook A marketing campaign consists of strategic and operational, or tactical, marketing activities.
Relationship Marketing | What is Relationship Marketing?
The strategic part is based on research into your competitive environment, target customer buying habits and the characteristics of your products and services within your overall marketing environment. Marketing strategies seek to make your company the customer's first choice. Operational marketing uses tactics that convey the strategic message to meet the strategic goals of your company.
- Relationship Marketing
- Operational Marketing
- Relationship Marketing for 2013
Marketing tactics also have their own strategies. Operational Marketing The building blocks of operational marketing are your products, retail price points, discounted price points, promotions, advertising, customer service, point-of-sale locations such as physical stores and online stores, and customer community.
These are all tools to use to achieve your company's strategic marketing goals such as expanding the customer base, attracting your competition's customers, introducing new product lines and improving sales volume. Operational marketing combines these tools with marketing tactics to meet company strategic marketing goals.Advantages And Disadvantages Of Relationship Marketing
Tactics Operational marketing tactics are things you do to bring attention to your marketing message. Creating a customer community through newsletters and customer events, such as product demonstrations, tastings of food products and even charitable events, bring people into your store and put your business name in front of them so they might remember it when they are considering buying products you offer.
Operational CRM streamlines the business process that includes Sales automation, Marketing automation and Service automation. Sales automation helps an organization to automate sales process. Main purpose of sales automation is to set standard within organization to acquire new customers and deal with existing customers.
It includes various CRM sales modules like lead management, contact management, Quote-to-Order management, sales forecasting.
Main purpose of marketing automation is to find out the best way to offer products and approach potential customers. Major module in marketing automation is campaign management.
Service automation enables business to retain customers by providing best quality of service and building strong relationship.
Analytical CRM Analytical CRM helps top management, marketing, sales and support personnel to determine the better way to serve customers. Data analysis is the main function of this type of CRM application.
It analyzes customer data, coming from various touch points, to get better insights about current status of an organization.
It helps top management to take better decision, marketing executives to understand the campaign effectiveness, sales executives to increase sales and support personnel to improve quality of support and build strong customer relationship.