CRM Processes must extend organizational boundaries

This was again my experience with the leading Life Insurance company. As we all get busy during this time of the year in submitting tax proofs. Most companies today resorted to online Tax proof submission. You collect different documents from different financial companies and scan it into a pdf format and submit it.

How good it would have been if you could pay everything online and collect receipts online and submit it. There is an option in the website as 'Alternate Channel Receipts' where you can see the premium receipts which you paid offline. But you can't submit those as proofs since no logo printed, sometimes those tax certificates are not up to date. When I put a complaint, the they replied me to collect from respective Branch. I didn't understand what's the point then putting this option in the website.

I was reflecting on this and was thinking that it is imperative to extend your business processes to customer's own domain for any CRM initiative to be successful.

Some of the questions probably we have to answer

what customers are going to do with the products/services I am offering?

what value I am adding to customers' other extended activities?