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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Chapter 2. Getting to Know Your Customer

The end-to-end story of the customer's journey

In this chapter, we are going to explore how getting to know your customer, otherwise known as KYC, and subsequently storing and representing the relevant customer data in your CRM system, can improve operational efficiency, reduce the cost of operations, and improve customer satisfaction. Understanding your customer through maintaining and managing the relevant customer information is at the heart of any successful business and CRM strategy. In fact, it's safe to say that customer knowledge is the essential ingredient to a business being successful.

Building a single, sophisticated, role-based, 360-degree customer view that can capture, process, and present all the relevant relationship data is at the heart of understanding and knowing your customer. This is a central repository and, in this case, data access is based on the role and power that a user has in the organization.

This data could cover anything...