Published: 30 June 2022
Business and operating models are linked by business capabilities, which drive the CRM technologies needed to create a customer technology platform reference architecture model. Applications and software engineering leaders can use this research as a guide to create their own CTP.
Many organizations have traditionally purchased customer relationship management (CRM) applications to meet siloed departmental business requirements. These requirements are often expressed as a list of processes or tasks, and sometimes at a higher level as business capabilities.
Moreover, CRM applications have often been bought independently of each other. But when the business then needs to change the complexity of these independent applications and technologies, issues for both the organization and its customers arise.
Therefore, a new way is needed to manage this complex set of CRM technologies, one that is led by linking an organization’s business and operating models
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