CRM impacts every part of the organization. That's why integration between different departments is of great importance. Especially now that technology plays an increasingly prominent role and is the missing link between departments and customers, so to speak. Still, there's often a ‘glass wall’ between IT and other departments.
It seems so logical, but it still often happens that technology fails to maintain close ties with Marketing, Sales or other departments. Which is a shame, because it could prove an enormous boost to marketing results and customer satisfaction — and, in turn, to operating results.
A survey by Robert Half Technology (results displayed below) has shown that the will is there among marketing managers, but that IT managers haven't quite got there yet. Budgetary reasons also play a role, and some departments have yet to figure out how to substantiate cooperation with IT.
Working together from the very beginning
A CRM strategy is supported using CRM software which contributes to the achievement of the objectives. Software is something that concerns IT, strategy relies on the management team, and putting customer focus into practice is mostly within the purview of Marketing & Sales. However, cooperation will be key to a CRM project right from the orientation phase. For example, to test the wishes of Marketing & Sales against the features of the CRM package and the organization's IT network. A link with the billing system is often desirable as well, and Customer Service will want access to the system, as will the Assembly department, the planner, et cetera. IT is the thread that brings all of this together.
Privacy is also the business of IT
The of data in the CRM system is also a matter for IT. Marketing people like to be able to create the best possible customer profiles. Making that happen preferably involves links with various systems, such as or the business register. Who is responsible for safeguarding privacy? How secure are the systems? And what happens if the CRM system can be accessed from home or via mobile? Here, too, a joint approach will ensure clarity and aid proper compliance with privacy legislation.
In order to have a complete picture from prospect to customer and from customer to ex-customer, (good) collaboration between various systems, and thus various different departments, is indispensable. IT plays an important role in all of those processes, links and collaborations; not only in facilitating them, but also from a policy perspective. In order to add value for the customer and thus contribute to business objectives.