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What is the difference between operational CRM and collaborative CRM?

Posted on 2011-03-16
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Hello,

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?
Thank you.
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Question by:miyahira
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WayneATaylor earned 2000 total points
ID: 35163404
Hi

They are in effect the same thing, although the term collaborative CRM is normally talking about a Integrated system in a big company where each department has their own specific needs but that there is integration or Collaboration between the departments.

So in a simple CRM system, there would normally just be one configuration used by everybody. In a collaborative system, it's possible that different departments have different configs or even different systems, but they interact together. Take an accounts departement and a support department. Both had completely diferent needs, but both need access to the same base of customers, and accounts might need to see support activitiy for billing, and support might need to see accounts information to decide if a contract has been paid etc.

Wayne




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