Customer management has taken on entirely new forms since digitalization. This brand-new CRM book is dedicated to the latest approaches that dominate sales, marketing, and service in this era of digitalization. Topics include Omni-Channel or mobile CRM concepts, Big Data and social media tools, new customer experience or loyalty approaches, and Artificial Intelligence, etc.
In this forward-looking, practice-oriented, and conceptually sound customer relationship management book, readers will learn about future developments in customer management using digital CRM (dCRM), product, and service optimization. The book also focuses on sales management and the improvement of sales performance through radical customer orientation. The chapters are written by, and for, academic, consulting, and company experts who appreciate a theoretical and practical approach to the topic.
Part I: Plan.- The CRM Competence Model: The Basis of Consistently
Customer-Oriented Company Design.- People and Organization in the CRM
Competence Model: New Approaches to Organizational Development on the Way to
a Customer-Centric Company.- The Exploded View as a Frame of Reference for
More Successful CRM.- Performance Management: Leadership in the Digital
Transformation.- On the Way to Digital CRM (dCRM) - The Transformation of
Customer Management.- Sales Performance Management: Excellence in CRM with
Digital Control Concepts.- Building a Next-Generation Digital Marketing
Strategy.- Part II: Use.- Customer Behavior in the New Normal: What is
temporary and What Will Remain?.- Swiss Re Corporate Solutions: Transforming
a Traditional CRM System into a Customer Engagement Management (CEM)
Solution.- Trigger-Based Marketing: Tiki-Taka for Digital Customer
Relationship Management.- Artificial Intelligence Meets Homo Sapiens:
Possible Applications and Limits of Artificial Intelligence.- The
Digitalization of Customer Contact in Healthcare.- Part III: Implement.- How
To Get a 360° Customer View.- Implementing the Customer Interface of the
Future: Requirements for Business and Technical Architecture.- Explore the
Right Personas for Successful Marketing, Sales, and Service.- Agile Design
and Implementation of Digital Offerings: Holistically Realizing Customer
Goals, Business Requirements, and Technical Implementation.- Voice and Speech
Recognition for Banks and Insurance Companies.- Part IV: Optimize.- Digital
CRM From Disruption to Business Model.- Using Customer Data and Feedback to
Optimize Products and Services.- How "Smart Technologies" Will Change
Customer Relationship Management.- Customer Experience of Today and
Tomorrow.- Behavioral Economics and CRM: Improved Prediction of Customer
Behavior.
Sabine Kirchem is the Vice President of Marketing and Communications at DIGITALL (Karlsruhe, Germany). With 30 years of experience, she is well-versed in current trends and technologies. She has also written and published several studies, books, and numerous articles on Customer Management and Marketing.
Dr. Martin Stadelmann is an expert in advanced customer management and has been accompanying companies in multiple industries toward holistic CRM. He is an associate lecturer at the University of St. Gallen (Switzerland), and he has co-founded the executive education program "Master of Advanced Studies in CRM at the Zurich University of Applied Sciences, as well as the Swiss CRM Expert Forum.
Mario Pufahl is Chief Sales Officer at DIGITALL and has over 20 years of digitalization experience for DAX, M-DAX, and medium-sized companies. He is a recognized expert, lecturer, management consultant and author of numerous articles, studies and books on sales, CRM and sales controlling.
David Laux is the CEO of DIGITALL, an active business angel and investor in innovative startups, and a member of the advisory board of several European companies. He is a respected visionary leader known for combining a growth focus with innovative thinking and a clear commitment to business objectives with a special human touch.
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