Authored by : Francis Buttle
Chapter 17
In this chapter you will learn about several front-office roles in which CRM
plays an important role, and how companies organize their customer
interface to achieve their CRM objectives. We will examine several roles
that make significant use of CRM tools: sales representative, account
manager, marketing manager, market analyst, campaign manager, market
manager, customer relationship manager and customer service agent.
The chapter also examines organizational structures as they relate to CRM implementations. Organizational structures serve both to enable and to constrain business outcomes. For example, it is very difficult to promote creativity in a rule-bound bureaucracy. Conversely, a bureaucracy is highly conducive to obtaining compliance to standardized business processes. Similarly, it is a struggle to become customer-centric in a functional organization where specialists report upwards within silos, but do not share customer insight horizontally across silos. Consequently, there is no single correct structure that is suitable for all organizations. What is right depends upon the strategic goals of the business and we turn to this issue later in the chapter. First we review some of the roles that use CRM tools.
The chapter also examines organizational structures as they relate to CRM implementations. Organizational structures serve both to enable and to constrain business outcomes. For example, it is very difficult to promote creativity in a rule-bound bureaucracy. Conversely, a bureaucracy is highly conducive to obtaining compliance to standardized business processes. Similarly, it is a struggle to become customer-centric in a functional organization where specialists report upwards within silos, but do not share customer insight horizontally across silos. Consequently, there is no single correct structure that is suitable for all organizations. What is right depends upon the strategic goals of the business and we turn to this issue later in the chapter. First we review some of the roles that use CRM tools.
No comments:
Post a Comment