Published: 05 June 2024
Project-centric departmental CRM silos undermine operational efficiency and CX delivery. This research provides CRM leaders guidance on how adopting a product-centric model can enhance strategy, operations and departmental synergy, and unify roadmaps to deliver improved customer experiences.
Conventional project management reinforces customer relationship management (CRM) silos. Given the focus on distinct departmental silos, objectives embedded within project plans hinder cross-departmental coordination, innovation and customer-centric growth.
Project-based decision making favors siloed CRM priorities, resulting in decisions that lack organizationwide accountability and fail to account for overarching business objectives and overall customer experience.
Departmental priorities and strategies often operate independently and lack cohesion. As a result, customer experience (CX) initiatives are misaligned with operational CRM strategies, which undermines unified delivery of customer experiences.
Application leaders responsible for CRM strategy should:
Assess their organization’s current positioning between project- and product-centric models
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Analysts:
Price Christian
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