The Art of CRM by Max Fatouretchi

Author:Max Fatouretchi
Language: eng
Format: epub
Publisher: Packt Publishing

As you can see in the preceding plan, the company has a four-year development and an innovation plan with five pillars, which goes beyond just CRM. The company is looking at CRM in the traditional manner, as can be seen in the first pillar: customer experience. There are also many other areas in other pillars that correlate with CRM either directly or indirectly.

CRM architecture is about designing a solution that integrates all the relevant business areas and processes for today and tomorrow, while supporting the overall business strategies. It will consider the properties of processes and how they interact with each other. Sometimes, this may even include processes that are not directly regarded as traditionally CRM-related, such as sales, marketing, and customer service.

I was engaged in another CRM implementation where we had identified eight different business areas, including card management, property management, and facility management.

They were easily integrated into the CRM processes. The CRM architect is responsible for designing and leading the construction of a system that meets both the needs of the company today and also tomorrow.

Remember some of the learning experiences from the Agile methodology?

Individuals and interactions over processes and tools.

Working software over comprehensive documentation.

Customer collaboration over contract terms.

Responding to change over following a plan.

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