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
Contributors
Preface
Introduction
Other Books You May Enjoy
Index

A tale of two case studies


Let's explore two examples and compare a successful high-tech start-up, in this case, Uber, with an old-fashioned traditional company, the Guardian newspaper.

Both of these companies are in very old industries, namely transport and media. Thus, both of these companies will provide us with a unique opportunity to explore how competition with high-tech digital disrupters can be successful.

Case study 1 – Uber

As highlighted earlier in this chapter, CRM design is all about providing a digital experience for your customers. Let's analyze the customer experience with Uber first, in order to see how it leverages the five technologies we explored earlier as ingredients of its digital business.

Uber customers are mainly millennials and mobile users, so by using the mobile app, they are offered a fare before taking the ride, as mentioned earlier. This method creates the first level of trust and comfort for the customer experience. The payment system uses a dynamic pricing...