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The Art of CRM
The Art of CRM

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

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The Art of CRM

Chapter 1. What is CRM?

Orchestrate your business and get your team on the same page with a central repository of customer data.

In a nutshell, customer relationship management (CRM) is about process efficiency, reducing operational costs, and improving customer interactions and experience. In today's world, building a deeper and closer relationship with customers is critical to any business’ success. Harder economic fundamentals, increasing competition, stricter regulations, digital disrupters, demanding customers, mobility, and price sensitivity are shifting the power from companies to customers.

If you are starting your CRM journey and you're an architect, project manager, business owner, or a business analyst, never be shy in asking each and every key stakeholder on your team about their view on CRM. You could ask them:

  • Where do they want to go with it?
  • How do they view the outcome?
  • What do they expect from the system?
  • What is the role they play in this journey...

The three main pillars of CRM

The main role of the architect is to design a solution that can not only satisfy the needs and requirements of all the stakeholders, but at the same time provide agility and structure for a good foundation that supports future business needs and extensions, very much like the Taj Mahal, which has changed its role over the years while remaining robust and with low maintenance costs.

Having understood the drivers and the requirements, you are ready to establish the critical properties that the system will have to exhibit in order to identify scenarios and characterize each one of them. The output of the process is a tree of attributes, which is a quality attribute tree including usability, availability, performance, and evolution, which are all things we will explore in more detail throughout this book.

You always need to consider that a CRM rollout in a company will affect everyone. Above all, it needs to support the business strategies while improving operational...

A bank and a new CEO

I was the architect and project manager of a CRM solution for a large bank with eight totally different divisions, all with different types of clients and business models. The bank went through a period of financial difficulties, and the CEO of the company was replaced by a new entrant from another country and another company. This new CEO had to make some tough decisions and therefore cutting costs by canceling some of the ongoing projects and planned investments was a priority for him.

He was commissioned to turn the company back to profit within a three-year time window by reducing operational costs and improving market share in what was a very tough environment.

At the very start of his assignment as the new CEO of this company, he called all the business leaders and board members to a meeting and asked them to provide him with a clear picture of how often they, and their respective staff, were interacting with their customers and what the outcome of all...

Jumping on board with CRM

As the preceding example shows, a CRM strategy should be extended to the overall business strategy. A while back, I had a workshop with the business leaders of a company about CRM investment and CRM strategy, and the CEO of the company decided to be there for the first day as well.

The company's strategy was straightforward enough. It wanted to grow the business by 5% each year, increasing its market share by 5% year on year, and improving operational costs by 5% every year. If it should succeed with all these objectives, then the company would become the number one company in its market in five years based on actual data. This was the business strategy at the highest level and it needed to be broken down into business tactics.

I asked the CEO if it would be possible for him to share the business tactics plan with us. I wanted to know what specific steps and actions the company was taking to support the business strategy. Obviously, implementing CRM was not...

Introducing case studies

We're now at a point in this chapter where I can share some case studies of CRM implementations that I have been engaged with over the course of my career. Each of these case studies will help us in underlining the processes involved.

For each case study, I will be outlining the business visions, the pain points, and the environment. We will then explore how I mapped this data with the functional requirements needed to create the KPIs and metrics that will help us to build a good TCO/ROI, and justify a CRM investment.

The aim here is to give you an overview of what these cases have in common and how business vision could drive the functional requirements in different scenarios. In addition, we really want to be looking at and understanding why it is so important to align with the business objectives.

These case studies are derived from the BRD, the Request for Information (RFI) document, and the Request for Proposals (RFP) document, as well as both the implementation...

What to take away from the five case studies

As we can see in these five case studies, one of the most common elements of all CRM projects is building a comprehensive 360-degree client view that will be a supporting pillar for sales, marketing, and services processes automation. It is also important to support the company in building long-lasting relationships with clients, while managing the business and resources more efficiently based on insightful decisions, at a reduced cost of operation.

A comparison of these five case studies also reveals that every organization must implement its own unique sales process based on its vertical, products, industry, culture, and market position. What works for one company will often totally flop for another. As a case in point, I remember implementing a CRM solution for a company in Hungary that had the mother company in Norway. It was the same company, the same product, and the same industry, but each location had different sales processes that had...

Summary

In this chapter, we've looked at all the important elements of a CRM system, including operational CRM, analytical CRM, and collaboration CRM. We also saw in five different case studies how particular business pain points and strategies will shape functional priorities for your CRM design.

We touched upon the TCO/ROI for CRM projects. These metrics are measurement tools that are used to evaluate the business improvements achieved through CRM compared with the investment in a CRM solution. You define these metrics based on business goals and selected processes that are to be improved versus the cost of implementing the functional requirements.

Throughout the rest of this book, we will engage in deeper discussions on all these topics, with a number of implementation examples that could be applied in your business.

In the next chapter, Getting to Know Your Customers, we will explore the most critical element in CRM, before we deep dive into CRM design techniques in Chapter 3, Conceptualizing...

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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.

Who is this book for?

CRM practitioners who want to update their work with new, proven techniques and approaches

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
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Language : English
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ISBN-13 : 9781789538922
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Table of Contents

12 Chapters
Introduction Chevron down icon Chevron up icon
1. What is CRM? Chevron down icon Chevron up icon
2. Getting to Know Your Customer Chevron down icon Chevron up icon
3. Conceptualizing the CRM Design from Business Requirements Chevron down icon Chevron up icon
4. Architecting Your CRM Solution – Preparing for Today and Tomorrow Chevron down icon Chevron up icon
5. Utilizing Artificial Intelligence and Machine Learning in Your CRM STRATEGY Chevron down icon Chevron up icon
6. GDPR and Regulatory Compliance Chevron down icon Chevron up icon
7. CRM Integration Strategies Chevron down icon Chevron up icon
8. Cloud Versus On-premise Versus Hybrid – The Deployment of a CRM Platform Chevron down icon Chevron up icon
9. CRM Differentiators Chevron down icon Chevron up icon
Other Books You May Enjoy Chevron down icon Chevron up icon
Index Chevron down icon Chevron up icon

Customer reviews

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Rating distribution
Full star icon Full star icon Full star icon Full star icon Half star icon 4.7
(13 Ratings)
5 star 92.3%
4 star 0%
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2 star 0%
1 star 7.7%
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Dave C May 25, 2019
Full star icon Full star icon Full star icon Full star icon Full star icon 5
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.
Amazon Verified review Amazon
Lady in Red Sep 04, 2019
Full star icon Full star icon Full star icon Full star icon Full star icon 5
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.
Amazon Verified review Amazon
Satya Pamarty May 27, 2022
Full star icon Full star icon Full star icon Full star icon Full star icon 5
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.
Amazon Verified review Amazon
Philip Verlinden Dec 03, 2019
Full star icon Full star icon Full star icon Full star icon Full star icon 5
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!
Amazon Verified review Amazon
Anne Stanton May 31, 2019
Full star icon Full star icon Full star icon Full star icon Full star icon 5
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.
Amazon Verified review Amazon
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