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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Interaction history

More often than not, the difference between an efficient and an inefficient 360-degree client view is how congested the screen is. Users can often be overwhelmed by the quantity of data available on the page. Therefore, using techniques to reduce the amount of information on the 360-degree client view is an important element to consider.

You may consider displaying only the most relevant information. This might be only displaying information with meaning or a reason to be displayed. This could reduce the amount of information on the screen and give the user the opportunity to focus on what really matters to them in this particular scenario.

As an example, a system should display the VIP indicator only if this client is a VIP. Otherwise, if the customer is not a VIP, this icon should not even be visible on the screen.

Figure 2.19 is the third part of the 360-degree client view. As you scroll down the display, you'll see the interaction history timeline, listing when and...