Final answer:
CRM capabilities fall into two broad categories: operational CRM, which streamlines daily interactions with customers, and analytical CRM, which analyzes customer data for strategic decision-making.
Step-by-step explanation:
The 2 broad categories for CRM (Customer Relationship Management) capabilities are operational CRM and analytical CRM. Operational CRM focuses on the automation of processes and the facilitation of daily operations involving direct interactions with customers. This includes sales force automation, marketing automation, and service automation. Analytical CRM, on the other hand, is all about analyzing customer data and behavior to make informed business decisions. It involves the use of various tools to interpret data related to customer patterns, sales trends, and marketing performance, thus helping in strategic decision-making to enhance customer satisfaction and loyalty.