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Customer Relationship Management (CRM)

Customer relationship management, or CRM for short, refers to the consistent orientation of a company toward its customers and the systematic design of customer relationship processes. The associated documentation and management of customer relationships enables deeper relationship marketing. In many industries, relationships between companies and customers are aimed at the long term. With CRM, these customer relationships are maintained, which can have a significant effect on the company’s success. valantic has many years’ experience in the strategic consulting and implementation of CRM projects.

Several people are sitting in a circle of chairs at the CRM roundtable in a bright, minimalist room and talking.

Customer Experience November 13, 2025

From situationships to real relationships: insights from the CRM Roundtable in Oelde

On October 23, 2025, around 20 CRM experts, marketers, and CX professionals from the OWL region gathered at the Simplicity headquarters in Oelde for the CRM Roundtable hosted by valantic, Simplicity, and Bloomreach. Our goal: to rethink the “R” in CRM – shifting from casual “situationships” to strong, lasting relationships.

Bild von valantic Mitarbeitenden im Gespräch

Customer Experience September 16, 2025

Rethinking CRM: How learning systems are revolutionizing customer relationships

CRM today is more than just data management – it's the key to true customer loyalty. Learning systems connect feedback, zero-party data, and interactions into a holistic customer view. Companies that leverage this data create relevant experiences instead of standard communication – and position themselves closer to the customer.

Photo of our valantic CX colleagues reviewing the last workshop on data-driven design together at the office bar.

Customer Experience September 4, 2025

Getting the most out of customer feedback: Between numbers and symbols

In a world full of metrics, it's not enough to count clicks and purchases. Customer feedback supplements data with motivations, needs, and barriers. Those who consistently integrate feedback into their processes strengthen the customer experience and create lasting customer loyalty.

Three professionals work together in an office, discussing documents on a desk while reviewing it security protocols on a laptop and a tablet.

Customer Experience August 26, 2025

CRM meets PLM: implications for the system landscape

Customer focus meets product data: Closing the gap between CRM and PLM is becoming a decisive factor in developing and scaling smart services. An integrated system landscape forms the foundation for a resilient, future-ready business model.

Customer Experience October 17, 2024

Technology in the Pharma: an enabler for Customer Excellence

Technology is paving the way for customer excellence in the pharma industry. This article sheds light on how modern tools and data integration lead to an improved customer approach and enable a 360° customer view.

Conversations between doctor and sales representative

Customer Experience September 19, 2024

Digital Revolution in Pharma Sales: Sales Excellence through CRM

In the dynamic pharmaceutical industry, Customer Relationship Management (CRM) has evolved into the core of sales operations. Modern systems go far beyond traditional contact management and revolutionize the entire sales process. This article explores how advanced solutions support and enhance the pharma sales process in a digital world.

Image of Fabian Littau, valantic CEC Germany; How a CRM (Customer Relationship Management) system can support sales success

Customer Experience January 26, 2022

Help, we’re running after the wrong sales opportunities!

If you ask the sales department, there is always too much to do and never too little. The opportunities are there, so the store should be buzzing. But it's not? Then it’s high time to see if the sales team is really pursuing the right sales opportunities. The linchpin should be the CRM system.

Picture of Fabian Littau, Customer Relationship Management (CRM)

Customer Experience January 12, 2022

Help, my sales team doesn’t use CRM!

Just because you have a CRM system doesn't mean that it will be used and increase sales. How do you make sure that everyone uses the CRM system?

Bild von Personen im Gespräch, daneben ein Laptop und ein Tablet, Customer Experience (CX)

Customer Experience December 15, 2021

The path to a holistic customer experience (CX)

If you want to be successful as a company, you have to offer your customers a holistic customer experience. More than ever, an all-encompassing CX is a driving factor behind every purchase decision. How do you achieve that? Find out now!

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