We have recently moved to Zendesk to handle our support, Salesforce to handle Sales, Gainsight to handle Customer Success and Onboarding, and Acuity to handle training. We also use Pendo to collect Product info. Just wondering, for those folks out there that have several internal apps at play, do you have a team dedicated to the administration and implementation of these apps? Does your product or engineering team play a role given that coding is no longer required?
We are considering have one person from each department handling admin and development of each app, but we feel that some sort of 'CRM Manager' who has oversight of internal systems might be necessary, for technical expertise, to keep cohesion and ensure best practice.
Would be really interested to know how other companies are managing internal tools as I guess everyone is now moving away from in house solutions.
Any insights or suggestions would be greatly appreciated! Thank you.
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My point of view is that the true driver of the org structure here is that business expertise can be more relevant than technical expertise. That is, some of the greatest value that this kind of person can add is to be the semi-technical, semi-strategic sounding board for a business leader. When a VP of CS says, "We should be sending out surveys at the end of onboarding," for example, they then want to walk away from that conversation and have someone figure it out. But that's not something an admin can simply build. They need to be able to ask thoughtful business questions founded in an underlying knowledge of CS, like "Should we use CSAT, NPS, or something else?" or "We would need to start recording our customer contact roles reliably so we know who to send the survey to. Here are the options for that, which have both technical and process implications, and their pros and cons." So, that drives CS Ops to typically sit within CS. Plus, it makes CS into masters of their own destiny: they don't sit around waiting for a separate team to execute on their top priority, while that other team bears the burden of Sales, CS, Marketing, Support, etc. breathing down their necks 24/7 :-)
At the same time, you bring up a great point about technical expertise, cohesion, and best practices. We have a cross-functional group run by IT (cc @karl_mosgofian), which includes all system administrators, so we can keep improvements in lockstep and identify projects where they should be helping each other. It could also be a forum to develop common practices for release processes, change management, etc. Strong, thoughtful IT organizations are rockstars at exactly that kind of work.