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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Integration techniques

Software implementors have come a long way from the early standalone programs, running originally on small computers, to today's modern applications connecting to multiple data centers and running on various devices. The need for early applications was limited, as were their integration capabilities. However, today old and traditional integration is not enough to serve the scale and functionality of the new applications that are being developed.

In the early days, integration requirements were met to connect two applications using custom development or point-to-point integration. Employees were writing code to handle scenario-based requirements. Software developers analyzed each customer's specific requirements and wrote a new integration component, which potentially used existing code, to integrate data and solution components.

In the early stages of integration, this involved the transfer of flat files between two systems. Here, both the sender and receiver had to...