CRM Actions and Processes - Goal-oriented Design based on Relationship Values

In order to realise the potentials of CRM, relationship-specific processes need to be designed and implemented. Yet the following questions still remain: what is the difference between relationship processes and traditional product and transaction-oriented processes and how can relationship processes be identified and designed? Based on business definitions (e.g. how can a customer relationship be maintained?) the authors give first answers to this question by using a systematic, goal-oriented specialisation of generic actions. As an example, one relationship-specific process will be designed in the course of this paper.