Book CRM Goes Digital

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.

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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.

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.

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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.

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