Technology Led Organisation

This organisation has already invested heavily in CRM, having recently completed a large CRM technology project driven by the Customer Service function in conjunction with IT.

While the new system has delivered a single view of the customer, generation some increases in productivity and customer satisfaction, the perception within the organisation is that the CRM technology has yet to realise an acceptable return on investment.

The least developed technology capability was cross-functional process automation (shown in the middle of the Information Architecture strands) which resulted from the Customer Service function "going it alone".

Marketing had traditionally managed customer development activity alongside, rather than in partnership, with the Customer Service function. The focus now needs to be the development of offers and campaigns targeted at different groups of customers and executed through the Customer Service and other customer facing functions.

The profile shows the order of capabilities within marketing that need to be developed.