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Crm at the Speed of Light: Essential Customer Strategies for the 21st Century
Synopses & Reviews
“Customer Relationship Management (CRM) is a term that often gets associated with ‘complexity and ‘failure. Yet, taking care of customers is too critical to be complicated, and too important to fail. Paul Greenbergs CRM at the Speed of Light not only cuts through industry techno-jargon, but provides the proper perspective on CRM. Its not about software--its about bigger issues surrounding your customers and your business.”--Chris Selland, Vice President, Sell-Side Practice, Aberdeen Group; President, CRM Association
“The days of tactical CRM are over. Companies are realizing that their Customer Relationship Management solutions need to be strategic. CRM at the Speed of Light shows how executives are realizing value from increasingly sophisticated CRM solutions that are part of an integrated suite of applications, embedded best practices, and enhanced usability. Anyone who is considering a CRM purchase needs to read this book.” --George Ahn, Group Vice President and General Manager, CRM, PeopleSoft
“Paul Greenbergs latest book features clear thinking about what CRM is--and isn't --and how to make it work as a business strategy to create a profitable exchange of customer value. Most important, he brings a ‘right brained approach to CRM which put people front and center, where they should be. Highly recommended.” --Bob Thompson, CEO, CustomerThink Corporation, and Founder, CRMGuru.com
“CRM is essential to businesses today. As big as front offices are and as international as baseball is, if you dont have a customer strategy, youre on the losing end. CRM at the Speed of Light, Third Edition is batting 1,000--3 for 3. Im not surprised. Paul is part of a winning tradition--hes a Yankees fan!” --Mike Pagliarulo, President, iScout; Former 3rd Baseman, New York Yankees (1984-89)
The economy is recovering and the business map is changing dramatically. No longer are your customers so willing to remain your customers unless you provide them with actual value and get to know them personally, or at least know what they want. There are competitive businesses out there that can reach your customers via the Internet, e-mail, phone, fax, or letter. And you can reach your customers in the same ways.
But that costs a lot of money to do and, even if you are beginning to see a little light in the tunnel with your revenue stream, you are probably still cautious about spending. How can you utilize those precious dollars or yuan or euros to improve the singular relationship you have with a customer you might not know personally? Which of those communications media are more effective for which customers? What should you be saying to them, finding out from them, and doing for them to provide them with the value that keeps them coming back--or intrigues them so that they join you for the first time?
International thought leader and CRM guru Paul Greenberg explains how every business--no matter what the industry--can create a true customer-focused environment. He describes how CRM strategy has evolved in recent years--from being data-driven to being process-driven. Instead of just creating a 360-degree view of customer data, businesses should strive to answer questions like: What kind of business workflow do we need to make sure that customer problems are resolved? With what regulations do we have to comply? What do we do to sell a new product to a customer and how do we handle the order? It is a complex interlinked supply, support, and demand chain that involves not just the products and services offered by the company, but also the suppliers, vendors, partners, and employees. CRM has grown up and customer strategies are no longer just a matter of a business edge, but of both success and survival.
The most important question that Greenberg answers is: How do you get the insights into your customers that provide you with the value to delight them and make them want to remain committed to you?
Greenberg emphasizes that transforming business culture is perhaps the most vital step in ensuring that a CRM initiative succeeds, and he outlines the necessary steps in the change management process. He describes the major players in each sector of the CRM world along with their current technology offerings. Youll also discover tips for evaluating Web architecture and enterprise applications as well as get valuable advice on setting up a detailed cost-effective service level agreement.
While filled with revealing case studies, technology recommendations, and insights into growing trends, this new edition is marked by Greenbergs well-known bluntness and humor, making what can be a really dry subject actually quite interesting. This updated edition of the thought-provoking best-seller will help make your vision of CRM work for you.
ABOUT THE Author - Paul Greenberg is the President of the 56 Group, LLC, and the author of the previous two best-selling editions of CRM at the Speed of Light, which have been translated into eight languages. The book has been named the number one CRM book by SearchCRM and has been called one of “The 12 Most Important Books an Asian CEO Will Ever Read” by the Asian-Pacific edition of CIO Magazine. Paul has extensive experience in the creation of ERP and CRM business units/practices. He writes a number of national columns including his “Straight Talk on Siebel ”column for Search CRM. Paul speaks and writes on CRM around the world and has made multiple appearances on television and radio. Paul was recently named co-chairman of the Rutgers University CRM Research Center and is a member of the Board of Advisors for Baylor Universitys MBA CRM specialty program. He lives in Manassas, Virginia with his wife and two cats.
Book News Annotation:
Greenberg, a consultant, offers advice for creating a customer- centered environment. He describes the recent development of Customer Relations Management strategy and explains the implications for practical application. Case studies and technology recommendations are included, and recent trends are identified. The importance of business culture is emphasized, and the book outlines steps for changing it.
Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)
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
Updated to reflect the major changes in Customer Relationship Management (CRM) in the last few years, this third edition of CRM at the Speed of Light: Capturing and Keeping Customers in Real Time is a must-read for executives looking to leverage the latest technologies on the market to reach and retain customers. Learn CRM concepts, discover what tools are available and which ones are suitable for your business, and get practical, expert advice on avoiding common pitfalls.
About the Author
Paul Greenberg is President of The 56 Group, LLC, and one of the world's leading authorities on CRM.
Table of Contents
Part I: The Overview
Chapter 1: Is CRM Ashley Judd?
Chapter 3: Data-Driven CRM vs. Process-Driven CRM
Chapter 5: Enterprise Marketing Management: Finally Getting the Message?
Chapter 7: Call Center, CIC, Potato, Po-tah-to: Customer Service Can Be GoodWhatever You Call It .
Chapter 9: Analytics: I Never Saw a Purple Cow, but if I Did, It Would Be a Demographic .
Chapter 11: “Of the People, by the People, for the People”: CRM in the Public Sector
Part IV: The Modules
Chapter 13: Web Architecture for Enterprise Applications: Why Learn THAT?
Chapter 15: Supply Chain + Demand Chain = A Big Enterprise Value Chain, Gang
Part V: The Kernel
Chapter 17: CRM Strategy: First in Plan, First in Implementation, First in the Heart of the Customer
Chapter 19: Culture Change, not Diaper Change: Managing a Dramatic Transformation
Chapter 21: Communications and Learning Management Does Not Equal Knowledge Dump
Part VI: The Ranks
Chapter 23: Playing with the Big Boys: The Sandbox Survivors
Chapter 25: The ASP Is More than Cleopatras Death Warrant
Appendix: Customer Lifetime Value Primer