* Operational CRM Overview:
* Operational CRM technologies support day-to-day customer interactions and data management.
* Contact management is the specific technology used to store customer information, track interactions, and manage future sales opportunities.
* Application in the Scenario:
* Maintaining customer data and identifying prospective customers for future sales are core functions of contact management systems in CRM.
* Why Other Options Are Incorrect:
* Option A (Cross-selling): Cross-selling is a sales strategy, not a CRM technology.
* Option B (Campaign management): Campaign management focuses on organizing marketing campaigns.
* Option C (Call scripting): Call scripting aids in customer interactions but does not manage customer data.
References:
* Operational CRM Tools Overview - Zoho CRM
* Contact Management Best Practices - Salesforce