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It is the process by which automation, improvement and enhancement of business processes are offered for some or all of customer relationship, to include sales, conflict resolution or other support functions. Examples of operational CRM systems are:
Marketing automation are processes that evaluate and develop communications targeted to customers in individual as well as multilevel or multichannel environments. Email newsletters with personalization would be a prime example of communicating on an individual level. Social networking and other online channels is the example for multilevel or multichannel environments.
Sales-force automation deals with both existing and prospective customers and in its most sophisticated forms can generate and qualify sales leads.
Service automation are interfaces that directly deal with customers. These automated systems can gather or initiate contact with someone or a department within a company. They can also direct sales, trigger direct mail delivery, alert or make contact with call centers, provide data, and redirect to web sites for updates and system resolutions.
