The roles of operational, analytical and collaborative customer relationship management.

1. Operational, Analytical & Collaborative CRM
Dr. Elijah Ezendu
FIMC, FCCM, FIIAN, FBDI, FAAFM, FSSM, MIMIS, MIAP, MITD, ACIArb, ACIPM,
PhD, DocM, MBA, CWM, CBDA, CMA, MPM, PME, CSOL, CCIP, CMC, CMgr

2. Learning Objectives
At the end of this course, participants should be
able to do the following:
Identify key components of CRM
Identify the relationship between operational
CRM and analytical CRM
Identify the relationship between analytical
CRM and collaborative CRM
Apply operational, analytical and collaborative
CRM for enhancing customer value and
corporate profitability

3. Components of CRM

4. Operational CRM
Operational customer relationship
management facilitates and streamlines
communication with customers, and connects
to customer touch points.

5. Source: Elijah Ezendu, CRM

6. General Areas of Operational CRM
• Sales Force Automation
• Customer Service and Support
• Enterprise Marketing Automation

7. Sales Force Automation
This involves the whole sales process which
comprise lead generation, lead qualification,
needs identification, specifications
development, development of proposal,
handling objections, and closing sale.

8. Key Tasks in Sales Automation
• Sales Administration
• Sales Forecasting
• Lead Management
• Account Management
• Performance Management
• Tracking Customer Preferences
• Tracking Customer Demographics
• Contact Management
• Quote Management

9. Customer Service and Support
This involves automation and coordination of all
the service operations and customer support
processes which include service requests,
product returns, customer complaints, and
enquiries. These services and support can be
provided through contact center, call center,
web portal, or face-to-face interaction at a
remote location in the field.

10. Enterprise Marketing Automation
This involves application of technology to
marketing processes for provision of
information pertaining to industry trends,
macro-environmental factors and competitors.
This facilitates appropriate engagement and
control of campaign management, event-based
marketing, cluster customer segmentation,
individual customer segmentation, thereby
increasing marketing efficiency.

11. Analytical CRM
Analytical customer relationship management
focus on blending the customer data collected
in Operational CRM with data from external
sources in order to ascertain key customer
identities and directions required for boosting
organisational and customer values.

12. Applications of Analytical CRM
• Financial Forecasting
• Programme Evaluation
• Price Optimization
• Customer Satisfaction Evaluation
• Customer Satisfaction Growth
• Product Development
• Fraud Detection
• Risk Management
• Contact Optimization
• Sales Coverage Optimization

13. Impact of Analytical CRM

14. Relationship Between Operational and Analytical CRM
Practice
Strategy
Customer Data
New Strategy
Operational
CRM
Process
Data
Analytical
CRM
Source: Siddiqi, Akhgar & Wise, Framework for Implementation of CRM Strategy in Retail Sector
Customer Touch Points Back Office

15. Collaborative CRM
Collaborative customer relationship management
focus on exploiting interaction with customers
through customer touch points for enhancing
customer self service.

16. Applications of Collaborative CRM
• Online services for enhancement of
convenience and cost reduction
• Effective communication through many
channels including automated phone, email
and internet.
• profiling customer information during
customer interaction
Example: Web Page Personalization

17. Relationship Between Analytical CRM
and Collaborative CRM
Collaborative customer relationship
management uses the output of Analytical
customer relationship management to
enhance the participatory strength of
customers.

18. Dr Elijah Ezendu is Award-Winning Business Expert & Certified Management Consultant with expertise
in Interim Management, Strategy, Competitive Intelligence, Transformation, Restructuring, Turnaround
Management, Business Development, Marketing, Project & Cost Management, Leadership, HR, CSR, e-
Business & Software Architecture. He had functioned as Founder, Initiative for Sustainable Business
Equity; Chairman of Board, Charisma Broadcast Film Academy; Group Chief Operating Officer, Idova
Group; CEO, Rubiini (UAE); Special Advisor, RTEAN; Director, MMNA Investments; Chair, Int’l Board of
GCC Business Council (UAE); Senior Partner, Shevach Consulting; Chairman (Certification & Training),
Coordinator (Board of Fellows), Lead Assessor & Governing Council Member, Institute of Management
Consultants, Nigeria; Lead Resource, Centre for Competitive Intelligence Development; Lead
Consultant/ Partner, JK Michaels; Turnaround Project Director, Consolidated Business Holdings Limited;
Technical Director, Gestalt; Chief Operating Officer, Rohan Group; Executive Director (Various Roles),
Fortuna, Gambia & Malta; Chief Advisor/ Partner, D & E; Vice Chairman of Board, Refined Shipping;
Director of Programmes & Governing Council Member, Institute of Business Development, Nigeria;
Member of TDD Committee, International Association of Software Architects, USA; Member of Strategic
Planning and Implementation Committee, Chartered Institute of Personnel Management of Nigeria;
Country Manager (Nigeria) & Adjunct Faculty (MBA Programme), Regent Business School, South Africa;
Adjunct Faculty (MBA Programme), Ladoke Akintola University of Technology; Editor-in-Chief, Cost
Management Journal; Council Member, Institute of Internal Auditors of Nigeria; Member, Board of
Directors (Several Organizations). He holds Doctoral Degree in Management, Master of Business
Administration and Fellow of Professional Institutes in North America, UK & Nigeria. He is Innovator of
Corporate Investment Structure Based on Financials and Intangibles, for valuation highlighting
intangible contributions of host communities and ecological environment: A model celebrated globally
as remedy for unmitigated depreciation of ecological capital and developmental deprivation of host
communities. He had served as Examiner to Professional Institutes and Universities. He had been a
member of Guild of Soundtrack Producers of Nigeria. He's an author and extensively featured speaker.

19. Thank You