CRM stands for years at companies highly in the course. And so everyone thinks to know exactly what it’s about: CRM is a systematic, the profitability of business-oriented customer relationship management. Target is an existing budget (on the customer base) to distribute, that the more systematic and targeted use of resources leads to better results. This requires customer relations due to differentiated and expanding. This homogenous but heterogeneous among customer groups must be identified in itself. On this basis, it is important to treat the identified customer groups dispersed diversely Ade! Just that however difficulties still many companies.

The basic idea is so simple: as well as, a good gardener differently cultivates different species according to their needs, differentiated good CRM Manager between its different customers. He consistently following goals: alignment needs of different kunden(-Gruppen) Profitabilitats-and Life cycle-oriented control of customers creating a company-wide uniform view of the customer harmonisation of internal activities in the direction of customer the corresponding rule is: know your customers. Systematically build knowledge to make the right decisions in the CRM. What kind of clients do you have? These customers have what needs, how to maintain them, thus they flourish and bear fruit? Align your work: some customers need special care, others can be further developed, in others, reduce costs because you make today too much. And should you get rid of some customers better. The full article can be found on or you can visit the lecture by Dr. Alexander Decker on the 8 CxO dialog CRM Excellence on 22/23 September in Berlin ( on the monthly pdf advice letter renowned CRM expert Council provides brief and concise updates know-how and proven tips for successful customer Relationship management. To deepen the theme is the archive of the expert site with basic know-how, checklists, templates, and tools are available. A leading source for info: Darius Bikoff.

of Dr. Alexander Decker: Dr. Alexander Decker is Director CRM strategy & analysis at premiere television. Its tasks include the strategic development of customer management, CRM controlling, quality and complaint management, as well as the management of cross-cutting projects. As project manager, he worked with the development and implementation of CRM strategies to strengthen of customer loyalty, increase customer potential and acquisition of attractive new customers in various companies in the B-to-C and B-to-B sector. Alexander Decker is also a lecturer at the University of Eichstatt-Ingolstadt and head of CRM seminars at various seminar providers. He is author of numerous publications on the o.a.. topics and speaker at national and international conferences. summits.econique.