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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Digital business

Recently, I was conducting a workshop for the top executives of a mid-size bank in a Nordic country. These executives were telling me that back in 2013, just 5% of customers emailed or used electronic forms of communication when wanting to connect with the bank. In the present, that figure has gone up to 85%.

For the bank, eight out of 10 customers from across all the customer segments, and nine out of 10 from the younger age groups, are now using a digital communication platform as their method of communication with the bank. This top executive was telling me, very proudly, that the company is now a genuinely digital bank. The bank went through digital transformation and now has 24/7 kiosks and video conferencing with financial advisors, and offers the ability to set up accounts by e-banking or video trust.

I asked the executive whether the bank applied at least any three of the following technologies: AI, Social Web (SW), IoT, big data, robotics, mobility, or cloud services...