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.

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Table of Contents (15 chapters)
The Art of CRM
The Art of CRM
Contributors
Contributors
Preface
Preface
Introduction
Introduction
Other Books You May Enjoy
Other Books You May Enjoy
Free Chapter
1
What is CRM?
What is CRM?
The three main pillars of CRM
A bank and a new CEO
Jumping on board with CRM
Introducing case studies
What to take away from the five case studies
Summary
2
Getting to Know Your Customer
Getting to Know Your Customer
The 360-degree client view
Case study — VeriPark
Client profiling
Interaction history
Summary
3
Conceptualizing the CRM Design from Business Requirements
Conceptualizing the CRM Design from Business Requirements
My experience
DX
Digital disrupters
It's about customer experience
A tale of two case studies
Design elements of a CRM solution
Where to start?
Solution Blueprint
Processing catalog
Application architecture
Data architecture
Integration architecture
Architecture Trade-off Analysis Method (ATAM)
Summary
4
Architecting Your CRM Solution – Preparing for Today and Tomorrow
Architecting Your CRM Solution – Preparing for Today and Tomorrow
The history of the Agile methodology
Backlog
You need a modern CRM platform to start with
The broken ATM
TCO/ROI
Summary
5
Utilizing Artificial Intelligence and Machine Learning in Your CRM STRATEGY
Utilizing Artificial Intelligence and Machine Learning in Your CRM STRATEGY
Digital business
Evolution of AI
The current state of AI
Teaming up AI with people
The ethical aspects of AI
An example of AI in CRM processes
IoT
Summary
6
GDPR and Regulatory Compliance
GDPR and Regulatory Compliance
Why is GDPR here?
What is GDPR?
GDPR impacts technology, tools, people, and processes
GDPR from a business point of view
Summary
7
CRM Integration Strategies
CRM Integration Strategies
Building synergy to orchestrate business processes
Factors relating to data integration
Stakeholders
UI-level integration
Integration techniques
Master data management
Extract-transform-load or data hub?
Simple object access protocol
Integration project phases
Initial data load
System performance
Summary
8
Cloud Versus On-premise Versus Hybrid – The Deployment of a CRM Platform
Cloud Versus On-premise Versus Hybrid – The Deployment of a CRM Platform
Factors influencing vendor selection
Hybrid deployment
So, what are your options?
Summary
9
CRM Differentiators
CRM Differentiators
It's not about the feature list; it's about the ecosystem
The fourth industrial revolution and CRM
AI and smart cloud
To cloud or not to cloud?
Leveraging smart cloud into CRM
Big data
Social selling and advertising
Implementation tools
A sustainable CRM platform
Summary
Index
Index

Implementation tools

The challenge is to create a platform that is able to digest a vast amount of data and integrate it into your business applications and processes. Right now, there are only a few tools on the market to achieve this.

The Microsoft Power Platform allows your applications to share a common set of data elements to provide services for seamless integration with almost any other application in the cloud. CRM connectors will natively integrate with ERP applications.

The components of the Microsoft Power Platform have been visualized in Figure 9.9:

Figure 9.9: Components in the Microsoft Power Platform

Power BI is a business analytics service from Microsoft. It provides simple-to-use business intelligence and interactive visualization tools that allow users to create their own dashboards and reports on the fly.

Power BI offers a significant advantage by allowing your organization to connect to hundreds of data sources and it has deep integration with Dynamics 365 through PowerApps...

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