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

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3.6. Creating a New Role for Marketing

Most companies aren't ready for (and are not even thinking of) a cross-functional department that is responsible for all CRM functions and activities. Some are trying to do CRM in a piecemeal fashion; each part of the organization is launching a CRM effort independently. This may get some tools up and running fast, but at best, a piecemeal approach will have no impact on the customer. At worst, this uncoordinated approach will actually cause the customer's experience to be more fragmented. On the other hand, some companies understand the value of a having an overall strategy and governance even if projects are actually implemented in organizational silos. These companies have established cross-functional ...

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