--- title: Why digital CRM (dCRM) is more than just technology description: Digital CRM isn’t just an upgrade from traditional CRM systems; it’s reaches into processes, structures, and mindset. image: https://blog.digitall.com/hubfs/Butterfly%20transformation_final.jpg --- [![Logo\_Logo white](https://blog.digitall.com/hubfs/Logos/Logo_Logo%20white.svg) ![Logo\_Logo colored](https://blog.digitall.com/hs-fs/hubfs/Logos/Logo_Logo%20colored.png?width=400&height=54&name=Logo_Logo%20colored.png)](https://blog.digitall.com/) - [to the DIGITALL homepage](https://digitall.com/) - [English](https://blog.digitall.com/why-digital-crm-dcrm-is-more-than-just-technology) - [Deutsch](https://blog.digitall.com/de/why-digital-crm-dcrm-is-more-than-just-technology) - [English](https://blog.digitall.com/why-digital-crm-dcrm-is-more-than-just-technology) - [Deutsch](https://blog.digitall.com/de/why-digital-crm-dcrm-is-more-than-just-technology) - [to the DIGITALL homepage](https://digitall.com/) - Example Link - Example Link - Example Link # Why digital CRM (dCRM) is more than just technology By [Sabine Kirchem](https://blog.digitall.com/author/sabine-kirchem) on 17.07.2025 [CRM](https://blog.digitall.com/tag/crm) [Digitalisation](https://blog.digitall.com/tag/digitalisation) [CustomerManagement](https://blog.digitall.com/tag/customermanagement) [dCRM](https://blog.digitall.com/tag/dcrm) ![Featured Image](https://blog.digitall.com/hubfs/Butterfly%20transformation_final.jpg) 1 min read 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](https://link.springer.com/book/10.1007/978-3-658-45798-3) ***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. *** Share: [![Share on Facebook](https://blog.digitall.com/hubfs/Blog%20Files/Icon_Facebook.png)](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fblog.digitall.com%2Fwhy-digital-crm-dcrm-is-more-than-just-technology) [![Share on Twitter](https://blog.digitall.com/hubfs/Blog%20Files/Icon_Twitter.png)](https://twitter.com/intent/tweet?url=https%3A%2F%2Fblog.digitall.com%2Fwhy-digital-crm-dcrm-is-more-than-just-technology&text=Why+digital+CRM+%28dCRM%29+is+more+than+just+technology) [![Share on LinkedIn »](https://blog.digitall.com/hubfs/Blog%20Files/Icon_Linkedin.png)](https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fblog.digitall.com%2Fwhy-digital-crm-dcrm-is-more-than-just-technology&title=Why+digital+CRM+%28dCRM%29+is+more+than+just+technology&summary==Digital+CRM+isn%E2%80%99t+just+an+upgrade+from+traditional+CRM+systems%3B+it%E2%80%99s+reaches+into+processes%2C+structures%2C+and+mindset.) [![Share on Xing »](https://blog.digitall.com/hubfs/Blog%20Files/Icon_Xing.png)](https://www.xing.com/social/share/spi?url=https%3A%2F%2Fblog.digitall.com%2Fwhy-digital-crm-dcrm-is-more-than-just-technology) [![Send via E-Mail»](https://blog.digitall.com/hubfs/Blog%20Files/Icon_Email.png)](mailto:?subject=Why%20digital%20CRM%20(dCRM)%20is%20more%20than%20just%20technology&body=https%3A%2F%2Fblog.digitall.com%2Fwhy-digital-crm-dcrm-is-more-than-just-technology) #### by [Sabine Kirchem](https://blog.digitall.com/author/sabine-kirchem) Sabine Kirchem is a Marketing, Brand, and Communications expert as well as a book author. She is enthused by innovation topics, current trends and technologies in the areas of digitalization, marketing and communications. 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In the chapter **“Customer...** ###### 2 min read #### [Why smart technologies are transforming relationships](https://blog.digitall.com/why-smart-technologies-are-transforming-relationships?hsLang=en) by Sabine Kirchem Customer Relationship Management (CRM) is no longer just a technical discipline but revolves around... ###### 1 min read #### [Why feedback is the biggest untapped resource in customer management](https://blog.digitall.com/why-feedback-is-the-biggest-untapped-resource-in-customer-management?hsLang=en) by Sabine Kirchem There's loads of data out there – but are we truly utilizing it? 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