CRM: The definition created by the author in 2012 for the German Dialog Marketing Association (DDV) for the Council Customer Relationship Management and somewhat updated for the book “Digitales Dialogmarketing” (publisher Heinrich Holland, GablerSpringer Verlag 2020) reads: CRM is a holistic approach to strategic and operational business management. On the basis of a CRM strategy, a company controls, integrates, and optimizes all stakeholder- and customer-related processes in marketing, sales, service, customer service, product management/purchasing, logistics, and research and product development across channels and departments. All measures, tasks and decisions are based on a target group and customer value analysis. Target groups and customer segments are defined, to which the entire organization is aligned. This organization is then primarily no longer aligned “by function” but “by customer group” (this form of organization is called customer management). The maintenance of the relationships is supported on the basis of a database suitable for the company or a corresponding software landscape. In summary, CRM pursues only a few goals: the best possible customer satisfaction, a high level of emotional customer loyalty, an increase in the duration of relationships, and an increase in their profitability or maximum utilization. In a nutshell, CRM in the context of business relationships means creating added value on both the customer and the company side. Only if this balance is right will the relationship last in the long term and the company derive sustainable profits from it.