Innovation in Relationship Management Models: Organizational Structures Oriented toCustomer Experience
Innovation in Relationship Management Models: Organizational Structures Oriented toCustomer Experience
DOI:
https://doi.org/10.51473/rcmos.v1i2.2025.1480Keywords:
organizational design; customer experience; squads; dual governance; CX metrics.Abstract
This article discusses how organizational design and operating models can be reconfigured to integrate sales, service, and operations around the customer experience, replacing functional silos with journey-oriented structures and value missions. Drawing on process organization, contingency theory, and business agility, we propose a framework that combines multidisciplinary squads/cells, dual governance (execution + innovation), and experience metrics as mechanisms for economic and behavioral alignment. We argue that relationship management is, above all, an organizational project: role choices, rituals, and interfaces define perceived service quality as much as commercial techniques. Therefore, the brand's "frontstage" must be coupled with the operational "backstage" through clear internal services, service-level agreements, and end-to-end learning cycles (GALBRAITH, 2014; MINTZBERG, 1979; KOTTER, 2012; PINE; GILMORE, 2011; EDMONDSON, 2012).
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Copyright (c) 2025 Vinicius Rodrigues Ferreira (Autor)
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