Organizational issues and CRM
1. In an organization to which you have access, identify all the front-office and back-office roles that interact with or communicate with customers. Identify the CRM solutions that they employ, if any.
2. Go to the recruitment pages of relevant newspapers and magazines, and visit the websites of online recruitment agents. Obtain the job descriptions for any positions entitled ‘customer relationship manager'. Conduct a content analysis of those job descriptions. What do you conclude to be the major job components of the position?
3. Discuss the major advantages and disadvantages from a CRM perspective of the following types of organization structure - functional, geographic, product (brand or category), market (customer) and matrix.