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

The ethical aspects of AI


I earlier referred to the risk of bias. Having discovered all the capabilities of AI, we should not forget one important aspect of AI development: the ethical questions around it.

A key principle here is that AI will partly be used to augment human intelligence, but this is not always the case, nor should this be done in an uncontrolled way.

Augmenting humans is not the sole problem for the field of AI, as we must also understand the impact of this space. We have to make thoughtful and transparent decisions to mitigate the potential risks from leveraging AI. We need to engage both employees and customers in the early stages of the processes and create transparency in all these discussions.

We have already witnessed the widespread misuse of data in the 2018 Facebook/Cambridge Analytica scandal, where it was revealed that millions of records of user data had been misused in the run-up to the U.S. election and the UK's Brexit referendum with social marketing techniques...