What is Collaborative CRM?

Collaborative CRM is an approach to customer relationship management  in which the various departments of a company, such as sales, technical support, and marketing, share any information they collect from interactions with customers. For example, customer feedback gathered from a technical support session could inform marketing staff about products and services that might be of interest to the customer. The purpose of collaboration is to improve the quality of customer service, and, as a result, increase customer satisfaction and loyalty.The Collaborative CRM definition is when all stakeholders are in control of the customer process. Effective communication and cooperation in the workplace is hard to achieve, yet is very important for organizational performance. Companies suffering from ineffective or poor communication will face great financial and human resource losses as well as lost productivity and innovation.