Customer Relationship Management: Getting It Right!

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 Role	New CRM Role
Marketing	Communication and branding	Customer advocate
Sales	Selling products	Selling customer solutions
Service	Delivering services	Delivering customer partnership ...