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  • Book Overview & Buying The Art of CRM
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The Art of CRM

The Art of CRM

By : Max Fatouretchi
4.7 (13)
Buy this Book
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The Art of CRM

The Art of CRM

4.7 (13)
By: Max Fatouretchi
Buy this Book

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 (13 chapters)
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Preface
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Preface
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Who this book is for
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What this book covers
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To get the most out of this book
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Get in touch
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1
Introduction
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My history with CRM
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The key ingredients for a successful CRM design
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Summary
2
1. What is CRM?
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1. What is CRM?
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The three main pillars of CRM
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A bank and a new CEO
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Jumping on board with CRM
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Introducing case studies
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What to take away from the five case studies
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Summary
3
2. Getting to Know Your Customer
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2. Getting to Know Your Customer
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The 360-degree client view
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Case study — VeriPark
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Client profiling
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Interaction history
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Summary
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3. Conceptualizing the CRM Design from Business Requirements
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3. Conceptualizing the CRM Design from Business Requirements
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My experience
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DX
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Digital disrupters
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It's about customer experience
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A tale of two case studies
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Design elements of a CRM solution
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Where to start?
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Solution Blueprint
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Processing catalog
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Application architecture
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Data architecture
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Integration architecture
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Architecture Trade-off Analysis Method (ATAM)
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Summary
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4. Architecting Your CRM Solution – Preparing for Today and Tomorrow
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4. Architecting Your CRM Solution – Preparing for Today and Tomorrow
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The history of the Agile methodology
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Backlog
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You need a modern CRM platform to start with
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The broken ATM
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TCO/ROI
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Summary
6
5. Utilizing Artificial Intelligence and Machine Learning in Your CRM STRATEGY
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5. Utilizing Artificial Intelligence and Machine Learning in Your CRM STRATEGY
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Digital business
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Evolution of AI
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The current state of AI
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Teaming up AI with people
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The ethical aspects of AI
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An example of AI in CRM processes
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IoT
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Summary
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6. GDPR and Regulatory Compliance
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6. GDPR and Regulatory Compliance
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Why is GDPR here?
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What is GDPR?
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GDPR impacts technology, tools, people, and processes
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GDPR from a business point of view
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Summary
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7. CRM Integration Strategies
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7. CRM Integration Strategies
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Building synergy to orchestrate business processes
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Factors relating to data integration
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Stakeholders
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UI-level integration
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Integration techniques
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Master data management
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Extract-transform-load or data hub?
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Simple object access protocol
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Integration project phases
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Initial data load
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System performance
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Summary
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8. Cloud Versus On-premise Versus Hybrid – The Deployment of a CRM Platform
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8. Cloud Versus On-premise Versus Hybrid – The Deployment of a CRM Platform
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Factors influencing vendor selection
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Hybrid deployment
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So, what are your options?
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Summary
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9. CRM Differentiators
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It's not about the feature list; it's about the ecosystem
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The fourth industrial revolution and CRM
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AI and smart cloud
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To cloud or not to cloud?
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Leveraging smart cloud into CRM
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Big data
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Social selling and advertising
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Implementation tools
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A sustainable CRM platform
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Summary
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Other Books You May Enjoy
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Other Books You May Enjoy
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Leave a review - let other readers know what you think
12
Index
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Index

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...

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Tech Concepts
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Programming languages
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The Art of CRM
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