Operational CRM involves direct customer interactions through various touchpoints like call centers, websites, emails, sales interactions and faxes. Analytical CRM uses technology to compile and process operational data to understand customers and perform tasks like customer profiling, revenue analysis, churn analysis and campaign measurement. Collaborative CRM enables two-way dialogue between companies and customers through multiple channels to improve customer interactions and facilitate collaboration.

1. Planning Post-Implementation Support Operational CRM Is also known as Front Office. Areas where direct customer contact occurs. These interactions (contact points) are also called as “touch points”. Call centers, Web access, E-mail, usage, direct sales, fax etc. Analytical CRM Is also known as Back Office or strategic CRM Understanding the customer activities occurred in the front office Requires technology to compile and process the data

2. Analytical CRM Workforce optimization Customer profiling Partner Contribution measurement Revenue analysis Customer segmentation Channel analysis Propensity to Buy modeling Churn analysis And prediction Next sequential Purchase analysis Customer Value measurement Supplier evaluation Risk scoring Customer Satisfaction analysis Campaign measurement Prospect qualification Enterprise data ERP SCM Billing E-commerce Product Financial Operational CRM SRM PRM Contact Mgmt Customer supp Campaign Mgmt Pricing & Configuration

3. Collaborative CRM : Specific functionality that enables a two-way dialog between a company and its customers, through a variety of channels, to facilitate and improve the quality of customer interactions