CRM CH8

it is based on assumptions that are questionable in the context of large-scale CRM investments.

• the Capital Asset Pricing Model(CAPM)

• BDN

• Functional structure

Testing CRM IT experts have developed a framework for doing that the Benefit Dependency Network or BDN It is a logical structure of connected activities and events that are associated with identified benefits.

• the Capital Asset Pricing Model(CAPM)

• BDM

• Functional structure

specialists reporting to a functional head such as director or vice president of sales and marketing.

• the Capital Asset Pricing Model(CAPM)

• BDM

• Functional structure

A functional structure has

Small to medium sized businesses with narrow

product ranges tend to prefer the functional organization

impact on business performance

CRM’s impact on business performance is almost always in conjunction with, or mediated by, other capabilities such as

create an organizational structure that achieves three major outcomes through its marketing, selling and service functions:

of carefully targeted customers or market segments

• acquisition

• retention

• continuous

and development of strategically significant customers or market segments.

• acquisition

• retention

• continuous