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Key benefits

Proven techniques to architect CRM systems that perform well, that are built on time and on budget, and that deliver value for many years

Combines technical knowledge and business experience to provide a powerful guide to CRM implementation

Covers modern CRM opportunities and challenges including machine learning, cloud hosting, and GDPR compliance

Description

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.

What you will learn

Deliver CRM systems that are on time, on budget, and bring lasting value to organizations

Build CRM that excels at operations, analytics, and collaboration

Gather requirements effectively: identify key pain points, objectives, and functional requirements

Develop customer insight through 360-degree client view and client profiling

Turn customer requirements into a CRM design spec

Architect your CRM platform

Bring machine learning and artificial intelligence into your CRM system

Ensure compliance with GDPR and other critical regulations

Choose between on-premise, cloud, and hybrid hosting solutions

What do you get with Print?

Instant access to your digital copy whilst your Print order is Shipped

Paperback book shipped to your preferred address

Redeem a companion digital copy on all Print orders

Access this title in our online reader with advanced features

DRM FREE - Read whenever, wherever and however you want

AI Assistant (beta) to help accelerate your learning

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Dave C May 25, 2019

I was provided a review copy of the text for free.I've been delivering projects using Dynamics CRM for 9 years now. This book includes a lot of distilled advice from the author's even lengthier experience with the platform.The first few chapters set the stage, defining what CRM is, how to organize a project, and how to make sense of what, for most organizations, is a transformative experience.The next chapters discuss CRM projects in more detail, including advice on preparing architecture diagrams, solution blueprints, and backlogs.Next up is a chapter about AI and Machine Learning, which is timely and relevant for most organizations.The GDPR chapter that follows is well written and easy to understand.The next two chapters discuss integration strategies and where to host your CRM implementation.The book ends with a discussion of the Microsoft ecosystem, relating the topics back to the earlier chapters.I recommend this book to anyone starting a CRM project that wants to jumpstart their understanding of what lies ahead. The book contains hard lessons from an author who has experienced many complex projects across a number of industries and different countries.Highly recommended.

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Lady in Red Sep 04, 2019

This is definitely must read for all the persons on the planet even thinking to start CRM project, no matter if it is fresh start or migrating from some other platform.

Satya Pamarty May 27, 2022

The author is clearly an expert in CRM implementation. This book is a gem and covers all the topics thoroughly. The processes have been explained clearly. There is plenty of advice for everyone and several case studies are also presented. This is a book for someone who wishes to implement CRM like an expert. All the latest cutting edge technologies have been dealt with and bring the reader up to date in advances in the last few years. I recommend this book to anyone who has an interest in CRM implementation and maintenance.

Philip Verlinden Dec 03, 2019

As one of the many seasoned co-writers, I was fortunate to assist on shaping and authoring some specific content in the book. Max as former colleague asked me if I was able to contribute and sure I did so. Besides the specific content I assisted on, it was a pleasure for me to read through the entire content of the book.A recommendation to get!

Anne Stanton May 31, 2019

Despite modern techniques, processes, technologies and trained people, CRM projects continue to be a challenge for the brave souls who understand the huge benefits that can be gained from success. Max took the time and made the effort to share his experience and knowledge on the projects that he has worked on over the course of his career. There is nothing like experience when it comes to reducing the risks of a CRM project.In the book there is a fine line between a business person's perspective of a heart beating, line of business, major change and the project team members and the technical team's perspective of the project. This line sometimes gets a little grey when the writer is trying to express the details. He sometimes shifts withing a section unintentionally.The beginning of the book sets good context using examples of building architecture. The example of the Sydney Opera house versus the Taj Mahal projects. The examples stick in the readers mind as the rest of the text flows through the case histories.Another key aspect of this book is the ability of the book to focus on key technologies that are important to include in the discussions when starting a CRM project. These concepts include items such as how does A.I. fit within the project scope and does the team need to consider GDPR, Machine Learning, and the very common demand for the 360 Degree view.I did find that I had to concentrate a little harder than perhaps some books might require when reading this book, but overall the knowledge shared was important to absorb and appreciate. I will remember much of this book as I work on future CRM projects and will leverage this great knowledge shared for future customer success.

The Art of CRM: Proven strategies for modern customer relationship management

What do you get with Print?

The Art of CRM

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

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