Operational, Analytical & Collaborative CRM

Dr. Elijah Ezendu

FIMC, FCIM, FIIAN, FBDI, FAAFM, FAAPM, FCCM, MIMIS, MITD, ACIArb, ACIPM,
PhD, DocM, MBA, CWM, CBDA, CMA, MPM, PME, CSOL, CCIP, CMC
 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
 Implement operational, analytical and
collaborative CRM for enhancing customer
value and corporate profitability
Components of CRM
 Operational CRM
Operational customer relationship
management facilitates and streamlines
communication with customers, and connects
to customer touch points.
Source: Elijah Ezendu, CRM
General Areas of Operational CRM
• Sales Force Automation
• Customer Service and Support
• Enterprise Marketing Automation
 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.
 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
 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.
 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.
 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.
 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
Impact of Analytical CRM
 Relationship Between Operational and Analytical CRM

Customer Touch Points Customer Data Back Office

Practice Process
Strategy Data

Operational Analytical
CRM New Strategy CRM

Source: Siddiqi, Akhgar & Wise, Framework for Implementation of CRM Strategy in Retail Sector
 Collaborative CRM
Collaborative customer relationship management
focus on exploiting interaction with customers
through customer touch points for enhancing
customer self service.
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

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.
Dr. Elijah Ezendu is a multidisciplinary professional whose business experience mounts through diverse fields.
He is a Certified Management Consultant, licensed by International Council of Management Consulting
Institutes which has a Special Consultative Status in United Nations Economic and Social Council. As a
result of his strides in management consulting, he received Merit Award for Excellence in Consulting. He is
concurrently Senior Partner, Shevach Consulting; Director of Strategy and Performance, Fortuna; Lead
Assessor and Member of Governing Council, Institute of Management Consultants; Director of Training,
International Council of Business Development Professionals; Member of Marketing Committee,
International Council of Management Consulting Institutes; Honorary Global Advisor, International Project
Management Commission; and Programme Coordinator (Nigeria), Regent Business School, South Africa.
He holds a doctoral degree in Management from St. Clements University, British West Indies. He is a
Chartered Manager certified by Canadian Institute of Management, Canada and holds numerous
professional qualifications including Master Project Manager; Project Manager E-Business; Fellow,
Institute of Management Consultants; Fellow, Certified Institute of Cost Management; Fellow, Institute of
Business Development; Fellow, American Academy of Financial Management; Fellow, Institute of Internal
Auditors; Member, Nigerian Institute of Training and Development; Member, Institute of Analytics
Professionals; Associate, Chartered Institute of Personnel Management of Nigeria; Associate, Chartered
Institute of Arbitrators (Nigeria). He is a Certified Business Development Analyst and Competitive
Intelligence Professional. Additionally, he is an information technology management professional certified
by Institute for the Management of Information Systems, UK along with Microsoft Corporation, USA and
stands as a Member of International Association of Software Architects. He is an outstanding motivational
speaker with a knack for recalibration of positive influence; and a world-class consultant, who has
functioned as Speaker/Facilitator at myriad programmes of professional institutes, international
development organisations, private and public firms including extra-governmental agencies and
institutions. He is a prolific writer and author who had served as Editor-in-Chief, Cost Management
Journal; Part-Time Lecturer & External Examiner (MBA Programme), Ladoke Akintola University of
Technology; Director of MBA Programme (Nigerian Outreach), Management Institute of Canada; Chief
Operating Officer, Rohan Marine; Second Vice President and Member of Governing Council, Certified
Institute of Cost Management; Director of Programmes and Member of Governing Council, The Institute
of Business Development; Director, Refined Shipping; and Examiner to various Professional Institutes.
 Merci Beaucoup

For additional information:

Dr. Elijah Ezendu
elezendu@yahoo.com, 234 8033024596, 234 8058835237