3.5. Deciding Who Should Lead the CRM Functions

As we've discussed, CRM covers the activities of the four functions normally labeled Marketing, Sales, Product Support, and Customer Services. It also covers any third-party organizations you have contracted to perform any of these activities for you. Of course, we know that the customer's total experience is also governed by product and other back office experiences. But we have to set boundaries on our program scope somewhere.

These CRM functions are part of the organization's front officeand directly interact with the customer. One of the biggest roadblocks to effective management of customer relationships is that these functions rarely would come together under one senior executive below the ...

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