Midway through the evolution of CRM, the industry realized that CRM had two very distinct yet dependent sectors of the paradigm shift. While operational CRM focused on managing customer interactions across multiple channels such as the Web, the sales force and customer service, analytical CRM focused on understanding the nuances in customer profiles and behavior.

Though we always acknowledged that the two sectors could positively influence each other, making it a reality has proven to be one of the largest challenges of CRM. Many organizations that have started CRM initiatives are now planning how to maximize and integrate the different aspects of CRM, while organizations new to CRM are integrating operational and analytical from the beginning.

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