---
title: Why smart technologies are transforming relationships
description: "Discover how smart technologies are redefining Customer Relationship Management , based on the book \"CRM Goes Digital.\""
---

[DIGITALL Galaxy - The leadership blog for your digital transformation](https://blog.digitall.com)

# [Why smart technologies are transforming relationships](https://blog.digitall.com/why-smart-technologies-are-transforming-relationships)

 Written by [Sabine Kirchem](https://blog.digitall.com/author/sabine-kirchem) | Oct 30, 2025, 7:00:00 AM

Customer Relationship Management (CRM) is no longer just a technical discipline but revolves around trust, proximity, timing, and relevance. This is precisely where innovative technologies come into play. In the chapter titled **“How ‘Smart Technologies’ Will Change Customer Relationship Management”** by Evangelos Avramakis, the author provides a strategic and practical look at how technologies such as AI, sensor technology, cloud computing, robotics, and smart interfaces are redefining the foundation of customer relationships.

What I took away from the chapter:

- Smart Technologies as Drivers: “Smart technologies” should be viewed not merely as tools but as drivers that fundamentally transform market structures, relationship patterns, and value chains.
- Four Relationship Levels: The basis of every customer relationship is formed by four relationship levels: financial, functional, social, and structural. Technologies impact each of these levels in different ways.
- Evolving Customer Journeys: Customer journeys are shifting from linear processes to complex ecosystem journeys. Smart interfaces and data create new, situational touchpoints.
- Intelligent Use of Data: The chapter emphasizes that organizations that leverage data intelligently will gain a competitive advantage in trust, which will be crucial for the future.
- Balancing Act in CRM: This makes CRM a balancing act between automation and empathy, relevance and data protection, and efficiency and relationship depth.

My conclusion: Avramakis effectively combines significant strategic issues with practical implementation scenarios. He illustrates that smart technologies can make CRM deeper, more individual, and more human – given that we design them responsibly.

🔗 [To the book on Springer](https://link.springer.com/book/10.1007/978-3-658-45798-3)<https://link.springer.com/book/10.1007/978-3-658-45798-3>

***T******his blog post is based on the chapter „How ‘Smart Technologies’ Will Change Customer Relationship Management“ by Evangelos Avramakis 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.***

[View full post](https://blog.digitall.com/why-smart-technologies-are-transforming-relationships)

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