DCM

A relationship is a chain of interaction. Here, an interaction is to be understood as action in relation to the partner's action. Like a meaningful dialogue, for example. (Max Weber 1922) CRM is a business strategy combined with technology to manage the c

psychological factors

behavioral factors

economic factors

Benefits through individualization

Agility – Time to Market

Repeat Purchases

Cross Selling

Potential Savings

people (50%)

organization (30%)

IT systems (20%)

• Economic influencing factors

--> perceived economic factors of influence)

--> switching costs

--> familiarity

• Social influencing factors 

--> common value

--> relationships-driven values

• Company-related influencing factors

--> preferred treatment

--> brand reputation

1. The design of processes for company and customer interfaces, i.e. the most important marketing, sales and service processes as well as the necessary support processes.

2. The design of processes in a way that supports positive customer experiences and developing individual customer relationships.

1. The automation and personalization of processes in marketing, sales and service.

2. The design of 1:1 campaigns and marketing automation
   (in some cases, however, campaigns are also assigned to "tactical CRM" in the literature).

The customer enters into a relationship to get a good product or service at a fair price. The customer is looking for reliability and does not want to have to think or do too much.

Example: A loyal customer remains loyal to a toothpaste brand.

The customer wants to work with the company as a valued and reliable partner to solve problems in the long term.

Example: A customer of a food delivery service makes a number of sensible suggestions for improving the service, and the company takes up the ideas.