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This paper presents a conceptual framework for e-CRM organizational architecture.
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7/18/2019 Ubiquitous Organization - Organizational Design for E-CRM
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1
1
2
2
3
Increased
Transactional
Flexibility
Scale
S c o p e
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1
1
2
2
3
3
Increased TransactionalFlexibility
Scale
S c o p e
New Transactional Capabilities
Total
effect
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1
1
2
2
3
3
Transactional
Complementarities
Scale
S c o p e
Total
effect
4
5
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Department 1
Department 2
Department 3
Department 5
Customer
Walks
in
Department 4
Focus
shi f tCustomer
*
3
6
0
d e g r e e s
v i e
w
3
6
0
d e g r e e s
v i
e
w
*Customer
Department
4 Department
3
Department
2
Department
1
Department
5
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S el f - S er v i c e
F r on t E n d
Specialist 1
Specialist
2
Specialist 3
Specialist 5
UniformCommunication
Channels
Specialist 4
FirmCustomer Real Time Requests
Brokerage (Back End)
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CEO/President
Functional
Areas
(Finance/Planning)
Div 3Div 2Div 1 Div 4 E f f i c i e n c y L a y e r s
Cross-Functional Service Provision
Self-Service Real
Time
Internal
Service
Brokerage
Self-Service Design
Customer E f f e c t i v e n e s s L a y e r s
C E O
V i e w
C u s t o m e r V i e w
C u s t o m e r í s v i e w
i s a m i r r o r i m a g e o f C E O
v i e w
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