A Master Framework for the CRM Center of Excellence: Introducing Universal Standards for Customer Relationship Management CoEs" is a transformative guide designed to redefine how enterprise businesses approach CRM. Co-authored by Salesforce CRM veterans Velu Palani and Charlie Havens, this book delivers a comprehensive framework to establish, manage, and optimize CRM Centers of Excellence (CoEs). It empowers company leadership to build and align CRM information technology platform strategies with business objectives, ensuring robust customer engagement, operational efficiency, and sustainable business outcomes.

This organizational self-help guide introduces a universal framework that spans 27 CRM CoE functions across customer-centricity, operations, and foundational domains. By leveraging step-by-step processes, readers can refine CoE strategies, enhance corporate governance, improve data process management, better manage solution delivery, and achieve measurable business goals. Key features include principles, best practices, and standards tailored to help CoE practitioners and company leaders navigate challenges such as risk mitigation, cost optimization, and evolving leadership roles.

Addressing the critical gap in CRM governance, the book integrates insights on the latest technologies, including AI and automation, to prepare organizations for future trends. It emphasizes iterative transformation and continuous improvement, enabling readers to adapt to changing industry landscapes while fostering innovation within their organizations.
With real-world Salesforce CoE case studies and expert guidance, Palani and Havens share decades of hands-on business technology management experience. Their approach offers actionable insights into aligning CoEs with digital transformation efforts, maximizing CRM ROI, and embedding customer-centric principles into organizational culture. This indispensable resource is tailored for CRM leaders, strategists, and business executives aiming to elevate their CoEs to new levels of excellence.