The authors have developed a toolkit to optimize and make CRM decisions in companies transparent. This allows companies to create a CRM concept and assess its implementation possibilities. The reader is guided through the process of designing a company-specific CRM, supported by checklists and case studies. The book is aimed at top decision-makers who want to align their company with market and customer orientation, as well as all marketing, sales, and service managers responsible for optimizing customer relationships, and IT decision-makers. Additionally, the book provides practical foundational and in-depth information for anyone preparing for such responsibilities.