Inovação em Modelos de Gestão de Relacionamento: Estruturas Organizacionais Orientadasà Experiência do Cliente

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).