Where should CRM people put in the ranks of the firm?
CRM is strategy, CRM touches many things within the company. It is a holistic concept. So, wherever you put CRM people in the organization, it doesn't fit, because the position lacks unity. If you put under Marketing, then how are you going to link it with ADC, IT, Operations, processes,branches? If it is under IT, then IT people are actually controlled by all other people in the firm. These IT people can not manage their own workload and timing.
And if it is a directorship reporting to an EVP, most of the unfunctioning processes and things are swept under the carpet, it might take years for CEO to discover what is going wrong in the total customer experience, so that he can correct it.
CRM people should be placed as high as possible, especially under Hierarchical companies, the best place is reporting to CEO. One person with integrity and unity should manage that department, and CEO needs to make sure all other people apply what is necessary to have a holistic customer view and better customer experiences.
And if it is a directorship reporting to an EVP, most of the unfunctioning processes and things are swept under the carpet, it might take years for CEO to discover what is going wrong in the total customer experience, so that he can correct it.
CRM people should be placed as high as possible, especially under Hierarchical companies, the best place is reporting to CEO. One person with integrity and unity should manage that department, and CEO needs to make sure all other people apply what is necessary to have a holistic customer view and better customer experiences.
