The CRM Competence Model: The Basis of Consistently Customer-Oriented Company Design

Martin Stadelmann

A chapter in CRM Goes Digital, 2025, pp 3-22 from Springer

Abstract: Abstract In a multitude of strategic CRM implementation initiatives, the application of an integrative concept (often referred to as CRM framework) has proven decisive for successful analysis, conception, and realization of comprehensive and consistent customer management. The CRM competency model presented in this chapter is a holistic analysis and design approach for sustainably establishing competitively superior customer relationship management. It accounts for a comprehensive understanding of CRM in terms of content and meanwhile forms the basis for a tried-and-tested CRM project procedure and a uniform CRM terminology. The analysis and design framework addresses central aspects of CRM in four CRM context fields, seven CRM competence fields, and across three phases of the customer journey: the management of marketing (the “need”), sales (the “buy”), and service (the “use”). The application context of the CRM competency model is based on numerous best practices in customer relationship management, identified by research, education, business, and consulting practice.

Date: 2025
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DOI: 10.1007/978-3-658-45798-3_1

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