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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Initial data load

Often, introducing a new CRM into a large enterprise with thousands of users and millions of customers will require a large amount of data to be loaded with the initial data load. This could include loading hundreds of millions of records for the first time.

Typically, a modern CRM platform leverages web services to manage records and entity relationships. The platform does, therefore, execute checks and balances for each record loaded to the system. Sometimes the platform creates not only one record but also all of its dependencies and related entities in the system, which is the so-called ripple effect. For example, creating a record would then create relationships, views, charts, and so on.

Creating a new record and its dependencies, along with the ripple effect, is depicted in Figure 7.17:

Figure 7.17: The ripple effect in action

Creating hundreds of millions of records in a reasonable time has some performance considerations that you need to be aware of and prepared for...