This study is aimed to provide a comprehensive literature review and a classification scheme for application of predictive analytics and tools in customer relationship management (CRM). The application of predictive analytics in CRM is an emerging trend. PA methods help to analyze and understand customer behaviors and acquire and retain customers and also maximize customer value. Thus it facilitates CRM decisions making and supports development of CRM strategies in a customer-centric economy. This paper is aimed to present a comprehensive review of literature related to application of predictive analytics in CRM published in both academic and practitioner journals between 2003 and 2013.