1 min read
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...
By Sabine Kirchem on 02.07.2025
1 min read
Companies often think of CRM on a small scale. They fine-tune campaigns, enhance touchpoints, and implement systems, but they don't look at the big picture, the bird' s-eye view. However, this perspective is crucial if we want CRM to have a long-term effect. This is exactly what the chapter “The Exploded View as a Frame of Reference for More Successful CRM” is all about.
My key takeaways from the chapter are:
My conclusion: Anyone looking to develop CRM strategically will find this a helpful framework: clear, understandable, and immediately applicable. For me, the Exploded View is a must-know in the CRM context.
This blog post is based on the chapter “The Exploded View as a Frame of Reference for More Successful CRM” by Hans Albrecht Bartels and Jonathan Möller 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.
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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