Customer Relationship Management (CRM) aims to build and maintain lasting customer relationships with integrated processes. With CRM systems, on the other hand, these processes are implemented as simply and effectively as possible and the administration and use of customer data is ensured.
Customer Value & Development Management (CVDM)goes one step further. CVDM also tracks customer profitability, but aligns marketing and sales efforts with the customer’s potential for the company. This potential is composed of several factors, such as the quality of the relationship (multiplier, innovation driver, information supplier), quantitative factors (acquisition costs, consulting intensity) and the duration & sustainability of the relationship (CHURN).