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The operational CRM includes the systematic use of analytical CRM filtered customer knowledge within the operational processes. This knowledge is used, for example, for the assessment and classification of customers, sales work or campaign management. The operational CRM provides the functions to do this, so that customer groups are specifically approached and customer loyalty is strengthened.
In analytical CRM, customer buying patterns are evaluated. Through the analysis, it becomes clear which customers haven’t bought for a long time. Thanks to a mailing campaign, which runs through operational CRM, this target group is directly addressed and incited to buy various products.