How CRM really matter to medium and small business

CRM for medium and small enterprises

CRM, the unknown

This book is for organisations that implemented a CRM that didn’t go well. They are unsatisfied about the solution and they are thinking about changing it. This is because newbies are often unaware, and they need to make a lot of mistakes to learn. The good thing is that after mistakes we get aware that we need to approach things differently.

This book is for organisations that want to bridge the gap between information technology tools and the CRM logic. To those who already know how technology can unleash its potential when it is driven by a know-why.

Readers who need to clarify how to make the best out of a CRM implementation project will find the link with the logic behind the “how” to ease the relationships with stakeholders.

Design it before starting to decide the tech solution may pave the way for a smoother implementation.

We believe that the CRM industry has the mission to support businesses in exploiting their capabilities boosting customer experience to delight the people they serve.

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Everyone who is looking for a technical guide to implement a digital CRM, please do not buy this book!

Leandro Agró
Leandro AgróPalo Alto CA Design Executive, IxD/UX expert (+20y), IoT pioneer, books author and patents contributor. Winner of Apple design project in 1997)
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It is peculiar how designers love to generate innovation and value for companies, but they usually don't like to talk about sales. A good user experience does not depend only on what you see on the screen, and experiences have a lot in common with access and consumption.UX is about the entire way in which a given company responds to the needs of its network of contacts. That's where CRM comes in. These tools are inherently neutral, and you can use them to trick as many people as possible or provide them with the best possible UX. Antonio's book has a different approach, well beyond just the tool, the book is helpful to many of us; those who would like to learn about CRM but don't know where to start; those who do not know, as well as those not yet interested in learning what CRM is; and mostly to those who think that CRM is a magical technology that will solve their real-world problems just installing software on a server. Finally - the book - is SUPER helpful for those who really intend to try to achieve their success by improving the overall brand’s user experience. Enjoy reading!
Ernesto Sirolli
Ernesto SirolliSacramento CA is a noted authority in the field of sustainable economic development and is the Founder of the Sirolli Institute.
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It is refreshing, in these times of ‘digital everything’, to read a book that highlights the art and the profession of selling by discussing CRM.How to make people aware of your ’solution’ to their problem? How to find, reach, screen, inform, educate, and interest possible users? What are the tools that Strategic Business Developers use to research and Identify potential clients? How to develop and maintain client relationships? How does one monitor project teams to ensure contracts are executed as agreed?These are only some of the tasks of managing a CRM that this book addresses. What really interests me is yet another aspect of the role of the “person who takes the product out of the company”. I call these people the Marketers and their best attribute, to me, is not that they sell the company’s products as created. To me the real talent is that they ‘listen’ to the feedback, the criticism, the real needs of the customers and have the chutzpah, the courage, to inform their ‘product people’ about the real needs that the products DON’T fulfil. Since to be truly profitable the Company has to offer a product/service that truly solves people’ needs and satisfies what people want, the company’s financial success cannot be reached without knowing, profoundly, its customers.And this is the fundamental idea that makes me endorse, wholeheartedly, this book. If knowing yourself, according to Aristotle, is the beginning of wisdom, then knowing your customers, according to the author, is the very essence of business.

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About the author

I’m just a businessman, not a writer. Even though I wrote quite extensively I’m neither a guy from the academy nor a writer. My experience is on the execution. I’m a man of doing: I first consider what works then why and how it works. The theory behind things has then helped me to deeply understand what works and why.


I believe my approach can help those who are interested to learn more about CRM but are not keen to read much about its theory.


What I would like to achieve with this book is to inspire entrepreneurs and managers in using the CRM in a more aware, confident and successful way. Avoid the trap of being sold a solution that “empowers your team as never before” or “shot your business on the moon”. Be able to make informed decision making, lead the outsourcing providers better and rely on correct expectations.

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