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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I always like to reiterate how important TCO/ROI is and remind stakeholders about that. I talked a lot about TCO/ROI and the cost-value matrix in Chapter 3, Conceptualizing the CRM Design from Business Requirements.

In this chapter, we're going to focus on designing a solution for the future. To do this, you will need to have some basic measurement metrics that have been agreed on by your business leaders in order to improve processes and outcomes. This is a key success factor for the design and the justification of the investment. All stakeholders need to be on board with the CRM metrics before starting with the design.

The metrics are driven by requirements analyses and are instrumental not only for a TCO/ROI measurement but for the design of the solution, and more importantly, for user acceptance by business departments.

Typically, CRM metrics define the sales, marketing, and customer service process improvements at the very highest levels of a company. You'll define them at the...