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

UI-level integration


Integration is not always about writing code or combining software modules. Sometimes, we need to think out of the box and come up with new ideas in order to deliver the desired outcome with the least amount spent on that process.

There is a common misconception that the best approach is always the most comprehensive and complicated, but that's not always the case. For example, call center agents often work with multiple screens and have up to 10 applications running at once, in order to obtain the necessary information to serve the caller's service requests. In such situations, integrating backend systems into one system, by combining application components and data, is not very feasible. This is because most of these are old legacy applications or data that is not related to any other CRM processes. In layman's terms, they have very little value to the CRM platform and/or to other business units separate from the call center agents.

However, using UI-level integration...