The Art of CRM

Proven strategies for modern customer relationship management

Max Fatouretchi

• Publisher: Packt Publishing
• Year: 2019
• ISBN:
  9781789531237
• Edition: 1
• Topic: Computer Science
• Subtopic: Entreprise Applications
• Index: Computer Science

This CRM masterclass gives you a proven approach to modern customer relationship management

Key Features

• 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

Book 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

Who this book is for

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

The Art of CRM

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Table of Contents

The Art of CRM

Why subscribe?

Packt.com

Contributors

About the author

About the reviewers

Preface

Who this book is for

What this book covers

To get the most out of this book

Download the color images

Conventions used

Get in touch

Reviews

Introduction

My history with CRM

The key ingredients for a successful CRM design

The case of the Sydney Opera House

The case of the Taj Mahal

Summary

1. What is CRM?

The three main pillars of CRM

A bank and a new CEO

Jumping on board with CRM

Introducing case studies

Case study 1 – A mid-size European retailer selling goods

Pain points

Business objectives

Functional requirements

Case study 2 – A mid-size Eastern European retailer selling consumer goods

Pain points

Business objectives

Functional requirements

Case study 3 – A new entrant in the UK retailer sector

Pain points

Business objectives

Functional requirements

Case study 4 – A large financial services company in Africa

Pain points

Business objectives

Functional requirements

Case study 5 – A very large global private bank with international operations

Pain points

Business objectives

Functional requirements

The sales team

What to take away from the five case studies

Summary

2. Getting to Know Your Customer

The 360-degree client view

Case study — VeriPark

Building a single client view in private banking

Client profiling

Interaction history

Summary

3. Conceptualizing the CRM Design from Business Requirements

My experience

Top 10 common business pain points

DX

Digital disrupters

It's about customer experience

A tale of two case studies

Case study 1 – Uber

Case study 2 – The Guardian

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)

Tools for the Solution Blueprint

Summary

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

A Baltic bank and its business pain point

The activities entity model in the Microsoft Dynamics CRM

The broken ATM

Business strategies and future CRM

TCO/ROI

Non-Functional Requirements (NFRs) and Quality Attribute Tree (QAT)

ATAM

Use case – Building an enterprise CRM system

Improvements in the user interface of a CRM solution

Summary

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

Applying AI to your CRM solution

The ethical aspects of AI

An example of AI in CRM processes

The insurance use case

IoT

Summary

6. GDPR and Regulatory Compliance

Why is GDPR here?

What is GDPR?

PID

GDPR obligations

Controller and processor roles

GDPR impacts technology, tools, people, and processes

Data protection officer

GDPR from a business point of view

Assessing and managing the compliance risk

Protect personal data

Streamlining Data Subject Rights processes

Audit logging and GDPR

The key protagonists

Summary

Further reading into GDPR

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

8. Cloud Versus On-premise Versus Hybrid – The Deployment of a CRM Platform

Factors influencing vendor selection

Cost and complexity

Cloud deployment

On-premise deployment

Cloud and on-premise mixed deployment

Hybrid deployment

So, what are your options?

Summary

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

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Index

The Art of CRM

Copyright © 2019 Packt Publishing

All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, without the prior written permission of the publisher, except in the case of brief quotations embedded in critical articles or reviews.

Every effort has been made in the preparation of this book to ensure the accuracy of the information presented. However, the information contained in this book is sold without warranty, either express or implied. Neither the author, nor Packt Publishing or its dealers and distributors, will be held liable for any damages caused or alleged to have been caused directly or indirectly by this book.

Packt Publishing has endeavored to provide trademark information about all of the companies and products mentioned in this book by the appropriate use of capitals. However, Packt Publishing cannot guarantee the accuracy of this information.

Acquisition Editor: Ben Renow-Clarke

Acquisition Editor - Peer Reviews: Suresh Jain

Project Editor: Kishor Rit

Development Editor: Alex Sorrentino

Copy Editor: Joanne Lovell

Technical Editor: Aniket Shetty

Proofreader: Safis Editing

Indexer: Rekha Nair

Graphics: Sandip Tadge

Production Coordinator: Sandip Tadge

First published: May 2019

Production reference: 1200519

Published by Packt Publishing Ltd.

Livery Place

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Birmingham B3 2PB, UK.

ISBN 978-1-78953-892-2

www.packtpub.com

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Contributors

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.

I have much to be thankful for in writing this book, such as all my colleagues, clients, and partners who have given me the opportunity to work with them and learn from them in so many exciting projects; this book is my recognition for them all.

I would also like to express my deep gratitude to some of my colleagues, friends, and partners for their voluntary support in reviewing the contents of the book and for providing valuable feedback and input to improve it. My special thanks go to (in alphabetical order):

• 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...