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Operational CRM Creatio

Top-notch CRM software to streamline business strategy across the entire customer journey

What is operational CRM?

Operational CRM is the lifeline connecting your brand, team of employees, and prospective customers. Its primary purpose is to streamline all business processes to offer the best customer experience. Some good examples of operational customer relationship management include contact and call centers, websites, and data aggregation systems among others. To gain an edge against your competitors, getting access to information about your customers as well as getting a clear view of their needs is vital, and that is where high tech expertise in CRM becomes relevant.

Benefits of operational CRM

Having seen how an operational CRM can be used, it is clear that they are a great benefit to organizations focused on enhancing customer satisfaction and loyalty. Among the benefits of an operational CRM include:

  • Enhancing marketing processes

  • Improving internal communication

  • Maximizing cross-selling and up-selling

  • Increasing revenue and return on investment

  • Enhancing customer satisfaction

Deep dive into the topic

How operational CRM works

Scheduling, automated communication, self-service management, performance tracking, lead sorting, cross-team collaboration and data analysis are a few of the day-to-day processes in a typical business across various departments. Operational CRM will help to streamline sales, marketing and service processes across the entire customer journey:


Sales functionality entails the functions of your company’s sales team as they work through a list of leads. It is from the leads that the team identifies prospects which then become the sales reps’ to-do-list, with the goal of converting all prospects into buying and loyal customers.


This component entails the marketing team identifying who should be on the leads list and how best they can be targeted.


Service involves the support team which handles communications and customer interactions from time to time answering questions, solving arising problems and processing service requests.

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Analyst Recognition

Creatio has been widely recognized by key industry analysts, receiving multiple awards.

  • Сreatio named a Leader in the Gartner Magic Quadrant for Sales Force Automation (2021).

  • Creatio named a Leader in the Gartner Magic Quadrant for B2B Marketing Automation Platforms (2021)

  • Creatio has been included in the Gartner Magic Quadrant for the CRM Customer Engagement Center (2020)

  • Creatio has been included in the Gartner Magic Quadrant for Enterprise Low-Code Application Platforms (2021)

  • Creatio has been included in the Gartner Magic Quadrant for Intelligent Business Process Management Suites (2019)

  • Creatio named a Strong Performer in The Forrester Wave™: Digital Process Automation for Wide Deployments, Q1 (2019)

  • Creatio named a Strong Performer in The Forrester Wave™: Customer Service Solutions, Q2 (2019)

  • Creatio named a Strong Performer in The Forrester Wave™: CRM Suites, Q4 (2018)

  • Creatio named a Strong Performer in
    The Forrester Wave™: B2B Marketing Automation Platforms, Q4 (2018)

  • Creatio named a Strong Performer in The Forrester Wave™: Cloud-Based Dynamic Case Management, Q1 (2018)

  • Creatio named a Strong Performer in The Forrester Wave™: Sales Force Automation Solutions, Q2 (2017)

  • Creatio has been recognized in the LCAP Technology Value Matrix 2020 by Nucleus Research.

  • Creatio has been recognized as a Leader in the CRM Technology Value Matrix 2020 by Nucleus Research.

  • Creatio named a Leader in the Grid® Reports for Business Process Management and CRM | Winter 2021 by G2.

  • Creatio named a winner of the CRM Watchlist 2020 award led by Paul Greenberg, one of the most influential thought leaders in the CRM industry.

  • Creatio named a 5-Star Partner Program Award Winner among Cloud Vendors by CRN Magazine for the third consecutive year (2020).

  • Creatio named a winner of a People’s Choice Stevie® Award for Favorite New Products in The 18th Annual American Business Awards® (2020).

  • Creatio named a Leader in three categories of the 2019 CRM Market Leader Awards - Enterprise CRM, CRM for Midsize Companies and SFA.

  • Creatio named a winner of a Gold Stevie Award in the Digital Process Automation Solution category in The 17th Annual American Business Awards. (2019).

  • Creatio named Market Leader in the Summer 2020 Low-Code Development Platforms Customer Success Report.

  • Creatio named a Top 1 business process management solution by FinancesOnline for the second year in a row (2019).

Explore powerful capabilities of CRM Creatio


Operational CRM: why does your company need one?

CRM entails all concepts a company employs to manage its relationship with customers including attracting, analyzing and satisfying their needs. There are different types of CRM packages to accommodate customer relationship management including customer service, setting up policies and processes, training of employees, marketing, and systems management. To choose the best CRM tool for a company, one needs to consider the specific needs of the company.

How does operational CRM come in?

Considering that different departments are tasked with different roles in an organization (sales, marketing, and service), an operational CRM helps in aligning everyone’s goals. This means that the CRM helps with linking of the marketing lead data with sales goals and that customer data, both prospective and current, is fed to the service team for them to provide the best customer support possible. This alignment of all departments within an organization is vital for it to automate various processes thus guaranteeing improved overall customer experience. Moreover, the alignment ensures businesses spend less on labor and strategically re-investing in other areas within the organization intended for growth.

How does operational CRM help with sales processes?

Operational CRM does more than just enhancing sales. An operational CRM helps your company to get the best leads to the best reps automatically. It is pretty evident that a lot of time is wasted when the sales reps are manually entering customer details in your company’s database or scheduling follow-ups. Operational customer relationship management has the potential of doing this work for the sales reps instead. The operational CRM helps to manage a busy sales rep’s calendar, automate cross-sell communication, track sales performance and maintain follow-up schedules. With the help of an operational CRM, it becomes easier to create customer records for all leads from all sources of customer journey. This way, the sales team will re-focus their energy into selling rather than doing data entry.

What are the benefits of operational CRM for marketing?

In any typical business organization, the marketing team is meant mainly to push marketing rather than sorting reports, classifying leads and manually analyzing data. These tasks should, instead, be handled by an operational customer relationship management. An operational CRM ensures that you maximize every opportunity each time you are in contact with a potential customer. The system helps to put your company and brand in the best light for customers. Operational CRM deployed to automate contact with new and existing customers at every stage of the customer journey. With operational CRM you can automate welcome emails, client onboarding processes, call backs, feedback and any other processes to make your customer happy. Customer interactions give also your company the opportunity to grow not only regarding making sales but also by providing the best customer support. This is where operational CRM comes in handy helping with various service processes including tracking problems, scheduling customer follow-ups, and supporting customers’ self-service among others.