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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Master data management

Master data management (MDM) is a method used to manage the critical data of a business and to provide data management functionalities, such as a single point of reference, removing duplicate data, standardizing data, and incorporating rules to prevent incorrect data from entering the system.

It's important to mention here that a CRM is not a replacement for an MDM application, nor does it have any dependency on it. While data consolidation and integration are big subjects in every CRM project, there is always some customer data, such as demographical data or interaction history, that will end up being mastered in or by a CRM. This is by no means an MDM application.

I have seen this requirement come up sometimes in the RFI and/or RFP for CRM projects; therefore, it's worth talking about it here. In fact, there is sometimes confusion around what master data is and how CRM can help to classify it.

To be clear, MDM requires a more comprehensive and focused discussion about...