Book Image

The Art of CRM

By : Max Fatouretchi
Book Image

The Art of CRM

By: Max Fatouretchi

Overview of this book

CRM systems have delivered huge value to organizations. This book shares proven and cutting-edge techniques to increase the power of CRM even further. In The Art of CRM, Max Fatouretchi shares his decades of experience building successful CRM systems that make a real difference to business performance. Through clear processes, actionable advice, and informative case studies, The Art of CRM teaches you to design successful CRM systems for your clients. Fatouretchi, founder of Academy4CRM institute, draws on his experience over 20 years and 200 CRM implementations worldwide. Bringing CRM bang up to date, The Art of CRM shows how to add AI and machine learning, ensure compliance with GDPR, and choose between on-premise, cloud, and hybrid hosting solutions. If you’re looking for an expert guide to real-world CRM implementations, this book is for you.
Table of Contents (15 chapters)
The Art of CRM
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In this chapter, we've looked at all the important elements of a CRM system, including operational CRM, analytical CRM, and collaboration CRM. We also saw in five different case studies how particular business pain points and strategies will shape functional priorities for your CRM design.

We touched upon the TCO/ROI for CRM projects. These metrics are measurement tools that are used to evaluate the business improvements achieved through CRM compared with the investment in a CRM solution. You define these metrics based on business goals and selected processes that are to be improved versus the cost of implementing the functional requirements.

Throughout the rest of this book, we will engage in deeper discussions on all these topics, with a number of implementation examples that could be applied in your business.

In the next chapter, Getting to Know Your Customers, we will explore the most critical element in CRM, before we deep dive into CRM design techniques in Chapter 3, Conceptualizing the CRM Design from Business Requirements.