CRM is only about Marketing and Sales?? No, it's about Operations, too

A lot of people know about Customer Relationship Management (CRM) concept. They know it involves Marketing and Sales areas. It also involves Customer Services or Servicing area. When there is a question: "Does CRM scope reach to Operations?" Some people says "No". But the truth is "Yes". In facts, some parts of Operations processes are part of CRM scope.

To implement CRM it does not only involve Marketing and Sales. It does not only involve Customer Service (CS), but it also involves some parts of Operations processes. From CRM definition it involves all organization's customer-facing activities such as product/service delivery, customer payments/collections, product/service change request, etc, which are under Operations area. Sometimes Customer Service is assumed under Operations, that's why Operations is part of CRM. However, even though Customer Service is separated from Operations, there are still parts of Operations processes facing to customer directly.

Here is complete CRM definition for the reference :

Making managerial/strategic decisions, with the end goal of increasing the value of the customer base through better relationships with customers, usually on individual/group basis.


Talking about CX (Customer eXperience)... That is one of the CRM focus to establish good and sustainable relationships with the customers. Customer experience journey design involves all customer moment of truths through the organization's business processes, either marketing, sales, customer service, or some Operations processes. In Insurance industry, some customer's moment of truths relating to Operations and Customer Services (CS) become the focus in CRM design such as:
  • I buy (under Operations)
  • I renew (under Operations)
  • I ask (under CS and Operations)
  • I claim (under Operations)
  • I complaint (under CS)
Back to this article's title... Relationship between Customer and Marketing-Sales is very common and everyone know. Customer Service and Operations area need more efforts to design and improve for implementing Full or True CRM !!

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