THE ROLE OF OPERATIONAL CRM SYSTEMS IN SALES DEPARTMENTS

Abstract

Abstract.  Nowadays,  it  is  very  important  for  all  companies  to  retain  their 
customers in the increasingly competitive market and turn them into loyal customers. 
Therefore, many companies are using CRM systems to manage customer data, track 
sales  processes  and  optimize  deal  conversion.  This  article  will  show  how  an 
operational CRM system can revolutionize a company's sales department, its customer 
retention  and  collaboration  strategies.  Operational  CRM  provides  accurate 
measurements  and  data  on  achieving  specific  sales  goals  and  achieving  company 
profits, and automates the sales process, which reduces human labor in the company, 
which allows the company to invest in other areas. Thus, this article will show that an 
operational CRM system is an integral part of all modern company sales departments.