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Companies depend on continuously, and increasingly rapidly, aligning customer-oriented services and related organizational structures, processes, systems, and data with market requirements. Typical challenges in the CRM environment show that selective measures and isolated projects are only somewhat suitable for achieving sustainable improvements. It is essential to build up a common basic understanding of the interrelationships. Only by taking a holistic view and using different perspectives is it possible to localize the relevant fields of action on the company and customer sides. This chapter outlines the path from the company analysis to the final project roadmap. It uses the “Exploded View” model, which was developed by the consulting firm foryouandyourcustomers and has been used successfully in numerous customer projects.

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The Exploded View as a Frame of Reference for More Successful CRM

  • 章节

  • 发表日期：

    2025年

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  • Hans Albrecht Bartels,
  • Jonathan Möller

摘要

Companies depend on continuously, and increasingly rapidly, aligning customer-oriented services and related organizational structures, processes, systems, and data with market requirements. Typical challenges in the CRM environment show that selective measures and isolated projects are only somewhat suitable for achieving sustainable improvements. It is essential to build up a common basic understanding of the interrelationships. Only by taking a holistic view and using different perspectives is it possible to localize the relevant fields of action on the company and customer sides. This chapter outlines the path from the company analysis to the final project roadmap. It uses the “Exploded View” model, which was developed by the consulting firm foryouandyourcustomers and has been used successfully in numerous customer projects.