7.3. Marrying Organization and Governance
So you have all these different functional areas that are integral to your CRM program. Because we know that if everyone is responsible, no one is responsible, how do we avoid the pitfall of having no one in charge? The two most likely alternatives are a formal customer advocate (Chief Customer Officer) or a customer steering committee made up of representatives from each of the core functions.
In order to bridge all the organizational gaps that exist in most companies, we will set up a tiered CRM organization structure. Different individuals from each of the CRM organizations and Information Technology will be assigned to these groups. Each group has a different role to play and a ...