O'Reilly logo

Customer Relationship Management: Getting It Right! by Judith W. Kincaid

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

7.1. Defining the Organizational Scope

In Chapter 3, we defined CRM as the strategic use of information, processes, technology and people to manage the customer's relationship with your company (marketing, sales, service, and support) across the whole customer life cycle. Each of these functions has a traditional role in the organization, but the introduction of CRM into the organization means that each function must take on additional responsibilities. Table 7-1 shows the new CRM role of each of the CRM business functions and IT.

Table 7-1. New Organizational Roles
 Traditional RoleNew CRM Role
MarketingCommunication and brandingCustomer advocate
SalesSelling productsSelling customer solutions
ServiceDelivering servicesDelivering customer partnership ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required