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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Building synergy to orchestrate business processes

I remember a CRM project that I worked on a few years ago. This was with a large enterprise company that had a large developer team, which had built some 50+ client applications for different business units over the previous 10-15 years.

All of these applications were related to customer interactions and they were each providing what a business unit needed at a given point in time. However, the company's growing challenge was simply how to orchestrate the business altogether, as all of these applications and data were isolated and not integrated.

Figure 7.1 best demonstrates the integrated CRM applications and processes:

Figure 7.1: Integrated CRM for business orchestration

In CRM implementations, the integration element is done by linking various software components, business processes, data elements, and application screens (frontends) together. As a result, this delivers a selection of new tools or enhances an existing functionality in order...