Why every company needs a CRM competencе model

A CRM system alone is not customer management; it is merely a tool. I believe everyone reading this can agree with me on this point. And what we need on top of that is a well thought-out model—a strategic guideline that enables us not only manage our customer relationships with this tool but also shape them in an intelligent, goal-oriented, and sustainable way. 

Martin Stadelmann has provided exactly that: a competence model that recognizes CRM as what it has long been - a management methodology. In his chapter “The CRM Competence Model: The Basis of Consistently Customer-Oriented Company Design”, he brings the experience gained from over 1,000 projects, studies and consulting engagements into a framework that offers direction for those responsible for CRM management and anyone interested in approaching customer centricity strategically. 

What makes this chapter particularly valuable? It explains: 

• Why companies must view CRM as a management task rather than just a software project. 

• How customer centricity can be operationalized throughout the customer journey - from marketing to sales to service. 

• How the four context fields (digitalization, customer behavior, organization & culture, compliance) and seven competence fields create a systematic structure and work in practice. 

• It clarifies buzzwords such as customer experience, personalization, and customer analytics, linking them to processes and roles in a meaningful way. 

My conclusion: anyone rethinking CRM today or wondering why existing initiatives are faltering should definitely read this chapter. It is more than theory. It provides a framework for action. Ultimately, it forms the foundation for the entire book, so be sure to read it. 😉 

🔗 To the book on Springer

This blog post is based on the chapter “The CRM Competence Model: The Basis of Consistently Customer-Oriented Company Design” by Martin Stadelmann 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.