--- title: Why looking at the big picture is key to success or failure in CRM description: Why looking at the big picture is key to success or failure in CRM image: https://blog.digitall.com/hubfs/iStock-1126057511.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-looking-at-the-big-picture-is-key-to-success-or-failure-in-crm) - [Deutsch](https://blog.digitall.com/de/en/why-looking-at-the-big-picture-is-key-to-success-or-failure-in-crm) - [English](https://blog.digitall.com/why-looking-at-the-big-picture-is-key-to-success-or-failure-in-crm) - [Deutsch](https://blog.digitall.com/de/en/why-looking-at-the-big-picture-is-key-to-success-or-failure-in-crm) - [to the DIGITALL homepage](https://digitall.com/) - Example Link - Example Link - Example Link # Why looking at the big picture is key to success or failure in CRM By [Sabine Kirchem](https://blog.digitall.com/author/sabine-kirchem) on 02.07.2025 [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/iStock-1126057511.jpg) 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: - Failures in CRM are often due to structural issues - and cannot be solved by individual measures. - The so-called Exploded View shows companies exactly what and where adjustments need to be made, from the customer to the data. - The great strength lies in the change of perspective: with the customer, market, company and employee perspectives all being brought together. - The implementation is carried out top-down in the analysis and bottom-up in the realisation - simple but effective. - This model is both theory and practice: it has been used many times and provides a clear framework for roadmaps and change design. 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.   🔗 [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 “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.*  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-looking-at-the-big-picture-is-key-to-success-or-failure-in-crm) [![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-looking-at-the-big-picture-is-key-to-success-or-failure-in-crm&text=Why+looking+at+the+big+picture+is+key+to+success+or+failure+in+CRM) [![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-looking-at-the-big-picture-is-key-to-success-or-failure-in-crm&title=Why+looking+at+the+big+picture+is+key+to+success+or+failure+in+CRM&summary==Why+looking+at+the+big+picture+is+key+to+success+or+failure+in+CRM) [![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-looking-at-the-big-picture-is-key-to-success-or-failure-in-crm) [![Send via E-Mail»](https://blog.digitall.com/hubfs/Blog%20Files/Icon_Email.png)](mailto:?subject=Why%20looking%20at%20the%20big%20picture%20is%20key%20to%20success%20or%20failure%20in%20CRM&body=https%3A%2F%2Fblog.digitall.com%2Fwhy-looking-at-the-big-picture-is-key-to-success-or-failure-in-crm) #### 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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