The Art of CRM电子书

The Art of CRM

The Art of CRM

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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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