What is the difference between operational CRM and collaborative CRM?
Posted on 2011-03-16
I don't quite understand the real difference between operational CRM and collaborative CRM.
For both CRM, in a database we have to store data about client and the interactions between company and client, right?
I read that with collaborative CRM a client call or inquire is stored in the system, it is converted in a task, and the workflow of that task is not so parameterized. In an operational CRM that task and workflow is very parameterized.
Input for a collaborative CRM could be done by any interface (web chat, mobile phone, web forms, e-mail, voice mail, fax). Input for an operational CRM has to be done through the software system.
Also I read that with collaborative CRM, all departaments of the company are able to get information about clients. Is it not the same with an operational CRM?
I'm still confused. Could any one explain me a bit better?