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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Client profiling

Client profiling is done in the process of onboarding for new clients. Don't worry, we will talk about onboarding through the remaining chapters of this book. The profiling will be enriched and updated continuously with every client interaction during the customer lifecycle, and as part of the CLM. Client profiling is also the initial data gathering stage for building the 360-degree client view. For client profiling, the system will provide the ability to carry out questionnaires in order to both start this process and to assess a client's overall background and potential.

This data will be enhanced and aggregated by each and every interaction the client has across all the business units in the company. In part, this will be automated through the CRM processes and extended with customer lifecycle management processes. It may even include social media activities, if there is consent and it's approved in the boundary of regulations; for example, when a customer tweets and then...