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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Simple object access protocol

The next approach of integration is application or process integration. In this approach, the data may or may not be shared among integrating systems. However, integrating systems can expose some functionality via a well-defined interface and other applications can invoke such functionality.

The result of calling the service can be an invocation of a function or a process in the invoked application or a return of processed data from it.

In applications with modern architecture, functionalities can be exposed using Simple Object Access Protocol (SOAP) or Representational State Transfer (REST) APIs. SOAP is a messaging protocol specification for exchanging structured data over web services. REST is an architectural design to define the constraints to be used for web services. However, in older architectures, you may see Remote Procedure Invocations called Remote Procedure Calls (RPCs). SOAP evolved as a successor of RPC.

SOAP provides extensibility, neutrality,...