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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In a nutshell, the ultimate purpose of integration in CRM is to enable various software components, or data sources, to link together and produce the desired business outcome in the form of new or enhanced customer data in CRM. This data will be used to improve customer processes across the company and in all interactions with the client. It will also be used to manage other business areas, such as product development and reporting.

In this chapter, I explained that while defining the integration strategy, the project teams should carefully choose the integration approach and select the best technique(s) in order to ensure deliverability and feasibility of integration. Integration can happen at different levels, such as data integration, application integration, or business process integration. Each of these methods has emerged to address specific requirements and can be used alone or combined in a single implementation.

The process of defining an integration strategy should start...