It’s nothing new, that customer satisfaction ensures economic success. How is CRM changing through digital transformation? What changes are to be made, to ensure traditional business models do not fall by the wayside? In order to succeed in the process of digitization in CRM, data management is becoming a challenge as well. For example, all customer information that is available should be digitally translated and intelligently evaluated, in order to be made accessible for further use for the employees. With a simultaneous increase in the number of individual customer requests, the service employee must quickly process and answer questions. Sales can benefit from access of up-to-date customer data and reporting. In marketing, many activities such as advertising and audience analysis can be automated. However, CRM must also be able to integrate all customer touchpoints.