In our independent editorial review of retail CRM solutions, learn about the top options along with their primary use cases.
Operational CRMs are software that streamline day-to-day business operations across sales, marketing, customer service, and back office teams by automating administrative, non-revenue-generating tasks. The top options include features for automation as well as project management, lead nurturing, and general internal and external communications. To help you choose the right CRM, we reviewed a range of options and determined the best ones and their use cases.
The top six operational CRM solutions include:
We reviewed the best operational CRM solutions based on six primary weighted criteria consisting of specific subcriteria. We assigned criteria scores for each CRM and then totaled the scores, determining a winner in each category as well as the overall best operational CRM option. Finally, we assigned a primary use case to each CRM that made our list.
Note: All per-user prices are based on an annual subscription unless otherwise noted.
Overall, we found Freshsales to be the best operational CRM for its mix of pricing and features. All options on our list provide a solid blend of standard functionality with features specific to operational CRMs — for a deeper analysis of each CRM, read our case-by-case evaluations below.
The operations-specific features below are offered by the top operational CRMs:
Save time on tedious, repetitive tasks by setting up trigger rules within the CRM. These rules tell the software to automatically perform an action when a specific thing happens (e.g., generate an invoice when a deal closes) or simply at a certain cadence (e.g., create a reminder to contact a lead one month before their subscription expires).
Perform lead nurturing tasks (e.g., conduct sales calls, give a live demo or presentation, draft a business proposal) and email or live chat with leads. Keeping in touch with leads in this way enables you to intentionally answer their questions, collect their information, and get them interested enough to buy.
Launch social media and/or email campaigns at specific times, then automatically score and route leads who engage with the campaign and show interest. You can also segment your audiences so only certain potential customers see the campaign.
During and after closing a deal, keep track of your promised project so you deliver your product or service on time. This feature is great for maintaining relationships with your new and existing customers alike.
Operational CRMs take it one step further than more general types of CRM software by focusing on tasks and activities that drive day-to-day operations. Business processes like sales, marketing, and customer support are all fundamental aspects of operations, but it’s important to find a solution that meets your specific needs. Whether that’s integrating with social media, transitioning your business to the cloud, or anything in between, there’s a package that’s right for you.