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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About the author

Max Fatouretchi's CRM journey began some 20 years ago as he started his small software business in Vienna, Austria, developing custom CRM applications for clients in Austria. Some 7 years, later he joined Microsoft's international team as a partner technology specialist and industry manager for Microsoft Dynamics 365 products for the next 13 years.

Throughout these 20 years, he has been engaged in many CRM implementations across the globe. The first one was with his own software company in Vienna, where he developed a CRM system for several banking clients in collaboration with HP (Hewlett Packard). At the same time, he fulfilled a role as a mentor and trainer, teaching CRM classes across Europe. After joining Microsoft, he started working with Microsoft teams across Europe the, Middle East, Africa, the Asia, Pacific, China, and Latin America to develop and deliver CRM projects to enterprise customers. As a lead architect and industry manager with Microsoft, he has participated in many CRM implementations with some 100+ multinational companies, mostly in the financial services industry.

  • Erener Ozkan, CEO at VeriPark

  • Brissaud Philippe, Program Manager - Artificial Intelligence at Microsoft

  • Fratello Nick, Microsoft Business Applications Solutions Architect

  • Genov Yuriy, Chief Operation Officer of DSK bank

  • Jamrik Ferenc, SLA Manager at Emarsys

  • Khoso Jandost, Group Manager, CRM at Avanade

  • Slepitsky Andrey, Architect, Business Applications Domain at Microsoft

  • Venkata-chalam Ganapathy, Senior Program Manager at Microsoft

  • Verlinden Philip, Architect, Business Applications Domain at Microsoft

  • Viganò Corrado, Sales Executive - Program Manager Altitudo

  • Wijns Bert, Architect, Business Applications Domain at Microsoft

About the reviewers

Guillermo Barker is an electrical engineer from Universidad de Chile. He is also a CRM consultant and was awarded certifications in Microsoft MCT and MAP last year. Prior to working as support manager at XMS Business Solutions, Guillermo spent almost 30 years in service management with a variety of CRM platforms.

This experience gave him wide knowledge about how to design and configure a Dynamics CRM and how such configurations can impact user adoption. Additionally, he has helped many companies with CRM and its installation, deployment, reporting and configuration.

Guillermo is also a trainer at Golden Training and Comunidad CRM ( He is also a frequent contributor to Comunidad CRM on the internet and has reviewed the following books for Packt Publishing:

  • Microsoft Dynamics CRM 2011 Applications (MB2-868) Certification Guide

  • Microsoft Dynamics CRM Customization Essentials

  • Building Dynamics CRM 2015 Dashboards

You can read more about Guillermo at He blogs at

Steve Ivie is an enterprise solutions architect with experience preparing businesses for the cloud. He has expertise in consulting, management, solutions, the cloud, and business development. His major focus is on business technologies for financial services, life sciences, healthcare, professional services, manufacturing, government, and the sports, and entertainment industries.

He is a partner at BluePrint Business Process Transformation, which is a Microsoft-focused professional services and independent software vendor with employees throughout the United States. As a value-adding partner to their clients, they provide strategic and tactical business solution advice and services in the areas of sales, customer service, marketing, project and field services, operations, talent, human resources, and financial management.

Steve Ivie authored Building Dynamics CRM 2015 Dashboards with Power BI, published by Packt Publishing. This book will provide you with the skills you need to learn how to build and present Dynamics CRM 2015 sales dashboards using Power BI.