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Types of CRM

By: Venkata

There are three main types of CRM:

  • Operational CRM
  • Analytical CRM
  • Collaborative CRM

Let us discuss them one by one here in this article.

Operational CRM:

Operational CRM is used for effective interaction with the customers. It mainly deals with three areas: Automation, enhancement and improvement of services.

There are three major areas automation supported by CRM to organize effective Marketing and in turn to boost Sales.

Now, let us go through the automation techniques used with Operational CRM.

Marketing Automation:

This is one of the most important and efficient automation solution used by businesses to improve their Marketing strategies and close the details in an organized and systematic way.  Also, the Marketing Automation tools (like Marketo, Pardot, Eloqua, and etc.) are easy to integrate with CRM software that allows bi-directional data sync between two systems

Salesforce Automation:

The main goal of Salesforce automation is to increase the probability of closing the deals, acquiring new customers, and reselling to existing customers

Service Automation:

This deals with the help solving customers’ issues and providing support to customers through multiple channels: Chat, Phone, SMS, Email, and etc. Service Automation also streamlines case management for businesses.

Analytical CRM:

This is the second type of CRM.  Analytical CRM is called as back-office maintenance where this does not relate to Sales or Service activity with customers, but will provide an analytical snapshot of all the data and help businesses to follow a good strategy towards their goals. The primary objective of Analytical CRM is to develop, support, and enhance the future of businesses along with their customers.  Here, the data are represented as reports, dashboards, and charts for business decisions.


  • Creating dashboards and reports with the information collected
  • Collecting data about customers from different channels and modes.
  • Developing, enhancing and guiding the company towards its success.

Collaborative CRM:

Collaborative CRM combines multiple CRM models. Based on the data from different areas, it can capture customer loyalty data and patterns to monitor customer interaction

Overall Benefits

  • Your customer will less likely to go to a competitor.
  • There will be new customers because of existing customers’ reference.
  • Your competitors can compete only with your products and not with your customers
  • Helps identify best customers
  • enables real time  customization of products and services,  based on customer needs
  • Helps in providing consistent customer  experience and superior service