Why digital CRM (dCRM) is more than just technology

Although CRM is still a software project in many companies, it has been about much more than that for a long time. It's about data strategies. Business models. About communication. The chapter 'On the Way to Digital CRM (dCRM): The Transformation of Customer Management' makes it clear that digital customer-centricity doesn't start on the surface, but rather reaches deep into processes, structures, and mindsets.

What I took away from the chapter:

• dCRM is not an upgrade of traditional CRM systems, but rather a strategic transformation with new requirements for data, channels, content and speed.
• Seven trends are shaping this transformation: multi-channel, mobile, social, big data, cloud, the Internet of Things (IoT), and Artificial Intelligence (AI). Each has its own impact but is most powerful when it works together.
• The authors make it clear: There is no "one size fits all" - dCRM must be tailored to the business model and target groups.
• Practical examples such as Adobe, Tesco, Ryanair and TripAdvisor demonstrate how digital excellence in customer management works today - and how it works today.
• What remains is the foundation: CRM remains the operating system for marketing, sales and service - only smarter, more connected and more agile.

My conclusion: This chapter is a small handbook for anyone who wants to understand how digital CRM works as an orchestration platform. It provides direction, insights, and plenty of inspiration for your own transformation.

🔗 To the book on Springer

This blog post is based on the chapter “On the Way to Digital CRM (dCRM): The Transformation of Customer Management” by Martin Stadelmann, Patrick Schäfer, Peter Tüscher und Juliane Waack from the book “CRM Goes Digital – Design and Use of Digital Customer Interface in Marketing, Sales and Service”, published in 2024 by Springer Gabler Publishing House.