SBB wants to go strong profile as an organization that supports adequate customer groups. Features which are thereby involved, customer first, "outside-in" thinking, multiple channels. Adequate means for SBB at least service with modern digital tools from an integrated customer service process so that the palette for the customer is perfectly matched ( "blended services"). A new approach for SBB is to think more from a marketing-like strategies on customer contacts (eg structural analyzes customer behavior).
To the ambitions SBB good to support a CRM environment necessary. The current CRM environment can no longer make these ambitions. SBB has decided to replace it with a new CRM environment that can meet the trends for the coming years, the current environment.