--- title: Book CRM Goes Digital description: An essential guide to managing digital transformation in customer relationship management, published by the renowned Springer Nature publishing house. image: https://global.digitall.com/hubfs/CRM%20book%20square.png --- [![DIGITALL Logo ](https://global.digitall.com/hubfs/Logo_Logo%20white.svg) ![DIGITALL Logo ](https://global.digitall.com/hubfs/Logo_Logo%20colored.svg)](https://www.digitall.com) - [English](https://global.digitall.com/buch-crm-goes-digital) - [Deutsch](https://global.digitall.com/de/buch-crm-goes-digital) - [English](https://global.digitall.com/buch-crm-goes-digital) - [Deutsch](https://global.digitall.com/de/buch-crm-goes-digital) # CRM Goes Digital: A Guide to Mastering the Digital Customer Interface   ### Our international book on MODERN customer MANAGEMENT ###### From CRM-Experts: Sabine Kirchem, David Laux, Dr. Martin Stadelmann und Mario Pufahl   Digital transformation is not a passing trend; it is fundamentally reshaping how companies engage with their customers. The book “CRM Goes Digital”, co-authored by Sabine Kirchem, Martin Stadelmann, Mario Pufahl, and David Laux, takes readers on a journey through modern customer relationship management in the digital age. ![CRM book square](https://global.digitall.com/hs-fs/hubfs/21%20-%20Landing%20Pages/CRM%20book%20square.png?width=200&height=200&name=CRM%20book%20square.png) ###### **Why is this book relevant** Let's dispel the myths: Customer Relationship Management (CRM) is an IT-driven discipline. It is not. Since the 2000s, it has evolved into a central management tool for marketing, sales, and service. This book, “CRM Goes Digital”, captures this transformation and specifically addresses managers, decision-makers, and CRM practitioners adopting a holistic customer management approach. ###### **Structured systematically: The PDSA cycle in CRM** The book follows the proven lean management cycle of *Plan - Do - Study - Adjust*, which it adapts here as PIUI: Plan - Implement - Use - Improve.  Each of these four phases includes: - **Plan:** Strategic planning, goal setting and roadmap development - **Implement:** Creating digital customer interfaces and system landscapes - **Use:** Utilization and further development based on real customer experience - **Improve:** Systematic optimization through feedback, data and AI This structured approach helps readers navigate the content, depending on which transformation phase their company is in. ###### **Contents** What sets "CRM Goes Digital" apart is its combination of scientifically grounded models, best practices from leading companies and innovative insights. The articles are written by experts from Swiss Re, digital strategists,  and seasoned CRM consultants. Key topics include: - CRM competency models and organizational requirements - 360° customer view, personal development and agile implementation - Trigger-based marketing, behavioral economics and AI in CRM - Industry applications, including banking, insurance companies and healthcare - From CRM to CEM: the next evolutionary stage in customer management ###### **Conclusion: A must-read for digital customer strategists** "CRM Goes Digital" is a strategic guide with a clear mission: to provide a comprehensive approach to the digitalization of customer management, ​​from strategic foundations to operational implementation. Anyone interested in understanding how CRM is evolving in the age of AI, marketing automation, and integrated customer experience will find this book invaluable.  [To the book on Springer](https://link.springer.com/book/10.1007/978-3-658-45798-3) ##### **About the authors**   ###### **Sabine Kirchem** Vice President of Marketing and Communications at DIGITALL, bringing 30 years of experience as well as vast expertise in current trends and technologies. She has authored several studies, books, and numerous articles on customer management and marketing.   ###### **Dr. Martin Stadelmann** An expert in advanced customer management, helping companies implement holistic CRM strategies. He is an associate lecturer at the University of St. Gallen and co-founder of the “Master of Advanced Studies in CRM” program at Zurich University of Applied Sciences, as well as the Swiss CRM Expert Forum.   ###### **Mario Pufahl** Chief Sales Officer at DIGITALL, bringing over 20 years of digitalization experience for DAX, M-DAX, and medium-sized companies. He is a recognized expert, lecturer, management consultant and long-standing Springer author focused on sales, CRM and sales controlling.   ###### **David Laux** CEO of DIGITALL, an active business angel and investor in innovative startups, and an advisory board member at several European companies. Renowned for his visionary leadership, he combines a growth focus with innovative thinking and a commitment to business objectives, all while maintaining a human touch. ### **Other Books from DIGITALL Experts** ![Cyber Security fur Manager](https://global.digitall.com/hs-fs/hubfs/Cyber%20Security%20fur%20Manager.jpg?width=280&height=397&name=Cyber%20Security%20fur%20Manager.jpg) ### Cyber Security für Manager A guide for managers with an overview of the most important areas of cyber security and strategies specifically tailored to the C-level. [To the book on Amazon](https://www.amazon.de/Cybersecurity-f%C3%BCr-Manager-Cybergefahren-Kompetenzmodell/dp/3658448911) ![61FG0Qp053L.\_SL1182\_-modified (1)](https://global.digitall.com/hs-fs/hubfs/61FG0Qp053L._SL1182_-modified%20(1).png?width=280&height=400&name=61FG0Qp053L._SL1182_-modified%20(1).png) ### Sales Performance Management Excellence in sales with holistic management concepts. [To the book on Amazon](https://www.amazon.de/Sales-Performance-Management-ganzheitlichen-Steuerungskonzepten/dp/3658230665/?_encoding=UTF8&pd_rd_w=cDBWa&content-id=amzn1.sym.c99b0c35-9d06-4bc2-8ddb-3f1fc339b881&pf_rd_p=c99b0c35-9d06-4bc2-8ddb-3f1fc339b881&pf_rd_r=259-4887404-3275200&pd_rd_wg=qpkBP&pd_rd_r=dcdee419-6e2d-465d-a099-b0f71a87a46c&ref_=aufs_ap_sc_dsk) ##### Company [About Us](https://digitall.com/who-we-are) [Leadership](https://digitall.com/leadership) [News](https://digitall.com/news) [Careers](https://digitall.com/careers) [Contact us](https://digitall.com/contact-us) ##### Contact us **Germany** Reuterweg 49 60323 Frankfurt am Main +49 721 46 476-100 **Bulgaria** Business Park Sofia, Build. 15, 5. OG, 1766 Sofia +359 2 489 57 25 [![Logo\_Logo white](https://global.digitall.com/hubfs/Logo_Logo%20white.svg)](https://www.digitall.com) - [Imprint](https://digitall.com/imprint) - [Privacy Policy](https://digitall.com/privacy-policy) © Copyright 2026, DIGITALL.