Which type of CRM is focused on automating and improving customer-facing processes?

Operational CRM is centered on automating and enhancing customer-facing processes. This type of CRM focuses on the efficiencies gained in managing customer interactions, sales, service, and marketing efforts. By streamlining these processes, operational CRM aims to optimize productivity and improve the customer's experience.

It typically includes modules for sales force automation, customer service, and marketing automation, enabling businesses to handle customer transactions more effectively and create a seamless interaction pathway. This results in better service delivery and faster response times, contributing to improved customer satisfaction and loyalty.

The other types of CRM have different core focuses, such as analytical CRM, which is primarily about data analysis to understand customer behavior and preferences, and collaborative CRM, which emphasizes communication and collaboration between various departments and stakeholders to enhance the overall customer experience. Strategic CRM, while concerned with long-term customer relationships and value creation, does not specifically focus on automating processes in the same direct way that operational CRM does.