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Crm At the Speed of Light: Social CRM Strategies, Tools, and Techniques for Engaging Your Customers (4TH 10 Edition)by Paul Greenberg
Synopses & ReviewsPlease note that used books may not include additional media (study guides, CDs, DVDs, solutions manuals, etc.) as described in the publisher comments.
A social revolution in how we communicate has taken place in recent years. Smartphones, social web tools, and the instant availability of information in an aggregated and organized way provide real-time intelligence to customers, not just the enterprise.
Social CRM is critical to business success in today's hyper-connected environment. Customers' expectations are so great and their demands so empowered that a Social CRM strategy must be built around collaboration and customers engagement, not traditional operational customer management. It's the company's response to the customer's control of the conversation that makes Social CRM work.
Written by CRM guru Paul Greenberg, CRM at the Speed of Light, Fourth Edition, reveals best practices for a successful Social CRM implementation. Greenberg explains how this new paradigm involves the customer in a synergetic discussion to provide mutually beneficial value in a trusted and transparent business environment.
Throughout this definitive volume, you'll find examples of the new strategies for customer engagement and collaboration being used by cutting-edge companies, along with expert guidanceon how your organization can and should adopt these innovations.
CRM at the Speed of Light, Fourth Edition, reviews the lat4est technological developments in the operational side of CRM, including vertical applications, and explains the fundamentals of the multifaceted CRM framework.
Find out why Paul Greenberg was named the #1 CRM influencer by InsideCRM in the completely recast edition of this international bestseller.
In addition to being the author of the bestselling CRM at the Speed of Light, Paul Greenberg is President of The 56 Group, LLC, a customer strategy consulting firm focused on cutting-edge CRM strategic services; a founding partner of the CRM training company, BPT Partners, LLC, a training a consulting venture composed of a number of CRM luminaries that has become the certification authority for the CRM industry; co-chairman of Rutgers University's CRM Research Center; Executive Vice President of the CRM Association; and a Board of Advisors member of the Baylor University MBA Program for CRM majors. Paul was named one of the most influential CRM leaders in 2008 by CRM Magazine. He is known for his work on the use of social media in CRM as tools for customer collaboration with a company. Currently, Paul lives in Manassas, Virginia, with his wife and five cats. You can reach him at email@example.com, follow him on Twitter at www.twitter.com/pgreenbe, or join up with him on LinkedIn or Facebook.
Praise for CRM at the Speed of Light
"[This book] is a testament to Greenberg's profound grasp of the control revolution that is upon us. Customers seizing control from business. Citizens demanding control and accountability from their governments. Political campaigns and charities being rewarded by shifting power to their supporters. Quite simply, it is the definitive work for anyone committed to putting the social customer at the center of their operation." — Brian Komar, Director of Interacitve Marketing and CRM, Center for American Progress
"With great insights, great stories, and great inforamtion, Paul Greenberg analyzes the impact of every major industry development on vendor/customer relationships. Not only is he on top of his game, he makes reading this edition as enjoyable as it was to read the previous three. This is an absolute must-read for anyone serious about understanding how to best serve today's social customer." — Brent Leary, CRM industry analyst and co-author of Barack 2.0: Social Media Lessons for Small Business
"Web 2.0 hiot and Paul Greenberg couldn't resist telling us what it all means. Lucky for us. This edition is packed with new insights about how online conversations are changing the nature of customer relations. Think the CRM market is crazy now? Hitch a ride on Greenberg's shoulders because you ain't seen nothing yet." — Paul Gillin, author of The New Influencers and Secrets of Social Media Marketing."
"As we make the shift to SCRM, Paul's insights provide a much needed framework on how to navigate a more connected, social, and collaborative enterprise." — R "Ray" Wang, Partner, Enterprise Strategy, Altimeter Group, LLC
"Paul Greenberg is one of the most astute minds in CRM and social media today. His book remains the bible for companies employing CRM. The added focus on blending new and social media into Paul's philosophy of CRM will keep this as the first book companies reach for to enhance the customer relationship in the new century." — Jay Dunn, Vice President of Marketing, Lane Bryant
"Paul Greenberg shares his unparalleled expertise on the dramatic evolution from CRM 1.0 to CRM 2.0 with unique insightful examples. It is a must read for anyone looking to transform the potential of CRM into long-lasting competitive advantage in a rapidly changing business environment." — Jujhar Singh, Senior Vice President, SAP CRM Product Management
Book News Annotation:
Writing in an accessible style with a sense of humor, Greenberg, a customer relationship marketing (CRM) trainer, details the latest social CRM techniques for attracting and collaborating with customers. This fourth edition demonstrates a major shift in emphasis, from operational issues to a stronger focus on strategic issues, and from emphasis on technical data to more discussion of socioeconomic and business issues. This edition also includes short conversations and longer interviews with innovative figures in the field. In Part I, Greenberg reviews the differences between traditional CRM and the new social CRM. In Part II, he details communication techniques with blogs and podcasts, wikis, social networks, and user communities. He also overviews the mobile devices market, mobile technology, and considerations in mobile enterprise planning. Part III shows CRM in practice, with chapters on the collaborative value chain, new models of sales and marketing, and social CRM in the public sector and politics. Real-life examples are given of companies, networks, and software. Annotation ©2010 Book News, Inc., Portland, OR (booknews.com)
Fully updated bestseller now covers the latest Web 2.0 tools
The fourth edition of this bestseller brings the work up-to-date with now-critical examinations of how Web 2.0 technologies and social media tools are being woven into CRM strategies. The book identifies the new business models now being used by the most successful companies and provides valuable guidance on how other companies can and should adopt these innovations. CRM expert Paul Greenberg examines the companies that are providing the best tools, provides his recommendations, and interviews industry leaders. The book's companion website (MyCRMCareer.com) will foster a user community.
About the Author
Paul Greenberg (Manassas, VA) is executive vice president of Live Wire, an eCommerce consulting firm and has many years' experience in ERP and CRM. He has built SAP and PeopleSoft practices and, in his current position, has established close partnerships with front-office leaders such as Siebel and SalesLogix. He is also the lead author on the book, Special Edition Using PeopleSoft (0789712814) published by Que.
Table of Contents
Part 1: The Era of the Social Customer
Chapter 1: The Customer Ecosystem: Oh So Social
Chapter 2: Business 2.0 Models
Chapter 3: CRM, CMR, CEM, VRM
Chapter 4: The Customer Owns the Experience Chapter
Chapter 5: Enterprise 2.0
Part 2: So Happy Together - Collaborating with Your Customers
Chapter 6: Pay Attention!
Chapter 7: Advocacy is a Two-Way Street
Chapter 8: Tools for Customer Engagement
Chapter 9: User Generated Content + Your Business
Chapter 10: BlogsandPodcasts
Chapter 11: Wikis
Chapter 12: Social Networks, User Communities Chapter
Chapter 13: The Use of Mobile Devices
Part 3: The Baby Stays, Bathwater Goes - CRM Still Needs the Operational
Chapter 14: The Extended Value Chain Chapter
Chapter 15: Sales
Chapter 16: Marketing
Chapter 17: Customer Service
Chapter 18: Field Service The Back Office Gets Customer Centered
Chapter 19: You Got Partners? We Got Answers
Part 4: Different Strokes for Different Folks: CRM Goes Vertical
Chapter 20: Get Down! Right to the Vertical Nitty-Gritty
Chapter 21: CRM, the Public Sector and Politics
Chapter 22: Theres No Business like Small Business
Part 5: Looking at the Framework
Chapter 23: SOA for Poets
Chapter 24: On Demand v. On Premise v. Web Services
Chapter 25: The Data Models Walk the Runway
Chapter 26: The Voice of the Customer
Chapter 27: 21st Century Customer Strategies
Chapter 28: Time to Choose the Vendor
Chapter 29: Implementing the Sucker
Chapter 30: Mapping the Customer Experience
Chapter 31: Communications Planning
Chapter 32: You Have to Change
Chapter 33: Best Practices
Chapter 34: Privacy
Chapter 35: Measuring Customer Value
Chapter 36: Wrapping It All Up: How Successful are You….Really
Chapter 37: Waving To The Future
Section 6: The Top 5 Lists
What Our Readers Are Saying
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