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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The broken ATM

I was visiting a bank a few years ago and as I stood in the office of the Chief Information Officer (CIO), I was looking from his office window at a larger room next to his office. I could see people sitting behind control desks and observing a very large screen in front of them like a movie; see in Figure 4.8.

I asked the CIO what this room was and what these people were doing there. He told me this room was the management center of all the ATMs in the country. Problems with these machines can be very different, as ATMs have several components, such as paper, cash, sensors, and a camera, that can go wrong. The CIO told me that there is a service level agreement with all the banks in the country to monitor, fix problems, and keep thousands of these machines up and running 24/7 with minimum downtime.

Figure 4.8: The "cinema" used to monitor the ATM operations across a country

I asked whether he knew that you can bring a lot of efficiency and automation to managing ATMs with a...