6.3. Building an Operational Infrastructure
The operational infrastructure within most companies was developed to support and/or automate a specific business function. Because companies grew up in functional silos, they developed their computer systems and other infrastructure along the same functional lines. There exists little ability to connect information or processes across these silos.
A key to real CRM success (i.e., making life better for your customer, not just implementing a CRM capability) is that customers expect seamless integration across all your company's touch points. It's really not rocket science. Who wants to have one customer identification number while talking to the call center, and a different customer ID for logging on ...
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