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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Extract-transform-load or data hub?

Once the data, processes, and organizational issues have been clarified, and all stakeholders are on board, there are technical design decisions to be made by architects on how to best import or integrate these data and processes into your CRM system.

As described earlier in this chapter, one common approach to integrate data with a CRM platform is transferring customer data between systems using file transfer. This method is easy to implement because almost all modern CRM platforms support the import and export of data using files.

It's important to note that not all data managers approve of this, as they prefer to use an API-based approach. In this approach, the CRM solution, and other systems, will put the data into a file at a shared location for others to be able to use the extract-transform-load (ETL) method to load the data when needed and as agreed upon.

This method has been around for years, and many sophisticated tools, such as SQL Server Integration...