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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Like Steve Jobs, one of the founders of Apple, said, we must start with customer experience and go back to technology, and not the other way around.

I was recently conducting a workshop on DX for the business leaders of a mid-size company. They were telling me, very proudly, that they are now a truly digital company, having gone through DX over the last few years. Right now, the company has Internet shops, automated kiosks, video conferencing with sellers advising clients remotely, and it can set up accounts at the click of a mouse. The company is also able to identify clients by video trust, it has a mobile app, and it is using advanced analytics to slice and dice customer and market data.

I asked the leaders whether they had applied at least three of the following five technologies. If they had, then there is evidence that they started the journey of digital transformation. The five technologies are:

  • Machine learning

  • Robotics

  • Mobility

  • Internet of Things

  • The cloud...