These questions help you understand how your CRM functions are organized. You may not call them Marketing, Sales, Customer Services, and Product Support, but somewhere in your company and/or business partners, all these activities are performed.
1:
What functions in your company directly interact with the customer?
2:
Where does each of these functions report?
3:
Where (at what level in the organization) do these functions come together under a single manager?
4:
What touch points does your company currently employ and which function manages them (broadcast, e-mail, systematic, Internet, mail, event, phone/fax, personal)?
5:
What are the basic steps in your customers' life cycles (consider, purchase, set up, use)?
