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