Max Fatourechi 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.

• Cover
• Copyright
• Mapt upsell
• Contributors
• Table of Contents
• Preface
• Introduction
  • My history with CRM
  • The key ingredients for a successful CRM design
  • Summary
• Chapter 1: 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
• Chapter 2: Getting to Know Your Customer
  • The 360-degree client view
  • Case study — VeriPark
  • Client profiling
  • Interaction history
  • Summary
• Chapter 3: 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
• Chapter 4: 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
• Chapter 5: 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
• Chapter 6: 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
• Chapter 7: 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
• Chapter 8: Cloud Versus On-premise Versus Hybrid – The Deployment of a CRM Platform
  • Factors influencing vendor selection
  • Hybrid deployment
  • So, what are your options?
  • Summary
• Chapter 9: 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
• Other Books You May Enjoy
• Index