Operational CRM is responsible for automating business processes that are related to customers like marketing and sales etc.

It is beneficial for any company/firm in three major areas:

Sales Force Automation (SFA)
SFA is responsible for automating all sales related processes. Its basic purpose is to improve the productivity of sales department that in turns improve company’s sales process.

Customer Service and Support (CSS)
CSS is responsible for automating process related to different services like product complaints, service requests and product returns etc.

Enterprise Marketing Management (EMM)
EMA is responsible for automation of marketing related processes. Its key role is to improve efficiency for marketing department that in turns improves company’s marketing processes.