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
Other Books You May Enjoy

Chapter 7. CRM Integration Strategies

Managing customer interactions often requires integration with other enterprise applications, processes, and data sources. Building a 360-degree client view, managing a client's communication history, marketing campaigns, product holding, cross-selling and upselling processes, and the sales pipeline requires multiple integration strategies. In this chapter, we will look at these strategies and techniques.

When it comes to CRM implementations, integration, in general, is one of the most vital tasks for all stakeholders, both from a business and technical team's perspective. As we have already discussed in Chapter 1, What Is CRM?, and Chapter 2, Getting to Know Your Customer, quite often you'll find that CRM projects will provide the unique opportunity for companies to unify historically grown silos that have created multiple data sources, multiple process engines, multiple User Interfaces (UIs), and overlapping functionalities.

From previous chapters, you...