You work in a fashion retail company. A new CEO has been assigned who is determined to grow the firm's customer base and product categories. Having recently undertaken a CRM course, you have been invited to discuss a winning strategy for achieving this. The organisation currently has a single product category and is structured such that sales, marketing, and service specialists report to a functional head. The new CEO's vision is to have several different products lines serving several customer groups. In terms of existing systems, the organisation currently uses legacy systems that provide front- and back-end support for sales and marketing, and for supporting administrative personnel. The organisation's data consists of structured data in these legacy systems. Due to workarounds, a significant amount of data also resides in documents, spreadsheets, and handwritten notes. Your key role is to assist the organisation in establishing better relationship with customers, including improving the quality of service delivered to these customers.

Organisation structure does impact the way that a CRM may be utilised. Analyse the current structure of the organisation and propose an appropriate structure if required. Tips - Your answer should include an identification of the current structure, and a discussion of other structures. You should then conclude with a justification for a new structure.