CRM at the speed of light : social CRM strategies, tools, and techniques for engaging your customers

Publisher's Note: Products purchased from Third Party sellers are not guaranteed by the publisher for quality, authenticity, or access to any online entitlements included with the product.

Best practices for a successful Social CRM implementation

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 guidance on how your organization can and should adopt these innovations.

CRM at the Speed of Light, Fourth Edition , reviews the latest 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.

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 information, 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

"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

Author Notes

Paul Greenberg is an author and essayist. In 2002 he wrote a novel Leaving Katya - which is about the destruction of a Russian American marriage and became a Barnes and Noble Great New Writers selection. Starting in 2005 he has been writing for The N.Y. Times Magazine Book Reviews and Opinion sections. His specialty is writing on fish, agriculture, and the future of our oceans. His article on Chilean Sea Bass received the International Association of Culinary Professionals Bert Greene Award for excellence in food writing. He has also been a guest commentator on public radio programs such as All things Considered and the Leonard Lopate Show. He wrote Four Fish: The Future of the Last Wild Food.

(Bowker Author Biography)

Foreword	p. xi
Acknowledgments	p. xv
Introduction	p. xvii
Part I The Era of the Social Customer	p. 1
Chapter 1 OMG! Your Customer Really Is Your BFF!	p. 1
Bursting the New Mythology: Zeus Drops to Earth	p. 1
How the Book Is Organized	p. 3
Starting with a Test	p. 6
Welcome to the Era of the Social Customer	p. 8
What's a Customer Ecosystem?	p. 10
The Social Customer Needs Your Attention to Get Theirs	p. 18
Chapter 2 CRM, CMR, VRM oràWho Cares?	p. 29
"Traditional" CRM	p. 30
From CRM to CMR	p. 32
Social CRM	p. 34
Social CRM Technology: Features, Functions, Characteristics	p. 37
The Social Stack	p. 41
Social CRM and VRM	p. 45
Vendor Relationship Management (VRM)	p. 46
Now Do You See CRM, Social CRM, and VRM?	p. 53
Chapter 3 The Customer Owns the Experience	p. 55
The Transition from Management to Engagement Through Experience	p. 58
Superstah! Response Tek	p. 75
A Guiding Principle for Crafting Experiences	p. 78
Chapter 4 Enterprise 2.0: Not Exactly What You Think	p. 83
Defining Enterprise 2.0	p. 83
Enterprise 2.0: Here's Why You Need It	p. 85
What This Means for CRM	p. 93
Chapter 5 A Company Like Me; New Business Models = Customer Love	p. 97
Why? Because We Like You and Trust You	p. 98
The New Business Models Unveiled	p. 105
Another Model Worth Getting Behind	p. 115
Part II So Happy Together: Collaborating with Your Customers	p. 121
Chapter 6 Do You Have The Ring? Tools For Customer Engagement	p. 121
The Value of Social Media in CRM	p. 121
Social Media	p. 123
Superstah! Lotus Connections	p. 140
Chapter 7 Love Your Customers Publicly: Blogs and Podcasts	p. 149
The Blogosphere	p. 149
How Do You Measure a Blog?	p. 161
Microblogging and More: Tweeting on Twitter	p. 162
Superstah! Six Apart	p. 166
Podcasting: A Brief Look	p. 170
Chapter 8 Wikis Are A Weird Name For Collaboration, N'est Çe Pas?	p. 175
Crowdsourcing	p. 176
Superstah! Socialtext	p. 189
Wiki Wrap-Up	p. 194
Chapter 9 Social Networks, User Communities: Who Loves Ya, Baby?	p. 197
The Conversation Can't Be Avoided	p. 198
Social Network Styles: What Models Can You Choose From?	p. 200
Managing the Community	p. 215
The IT Landscape	p. 222
The Vendor Picture	p. 226
Superstah! Neighborhood America	p. 228
Chapter 10 Movin' And Groovin': The Use Of Mobile Devices	p. 235
A Needy Market	p. 236
Why the Growth?	p. 237
What's It Look Like? Mobile Technology	p. 239
Considerations in Mobile Enterprise Planning	p. 241
Untethered Benefits	p. 242
The Future: Social CRM Gets Down and Wireless	p. 244
Superstah! Research in Motion, SAP, and CRM 2007 for the BlackBerry	p. 248
Part III Baby Stays, Bathwater Goes-CRM Still Needs the Operational	p. 253
Chapter 11 The Collaborative Value Chain	p. 253
Transparency	p. 254
The Systems	p. 255
Back and Front Office Integration: Bad Story, Good Story	p. 257
Integrating the Back with the Front-Still Not Too Shabby	p. 260
A Mini-Conference	p. 266
Now Meet the Customer: The Collaborative Value Chain	p. 271
Ecosystems Begin to Rule	p. 274
Building the Collaborative Value Chain	p. 276
Superstah! SAP	p. 279
Chapter 12 Sales And Marketing: The Customer Is the Right Subject	p. 283
Sales and Marketing Are Now Integrated, Aren't They?	p. 283
Sales 2.0: Customer Expectations Have Changed	p. 286
Leads and Opportunities: The Feeling Is Mutual	p. 290
Special Circumstances Include the New Norm	p. 291
Handling Opportunities Better and Way Cooler	p. 298
Superstah! Oracle Social CRM	p. 300
Sales Intelligence: Mo' Better, Richer, Deeper	p. 304
The Sales 2.0 Value Proposition	p. 309
Marketing, uh, 2.0: New Mindset, New Tools	p. 310
Listen Up! The New Competition Is Attention	p. 310
Getting on the Cluetrain Manifesto	p. 315
Authenticity Trumps Consistency	p. 317
The Marketing Model: Old vs. New	p. 318
Social Media and Marketing: More than Just du Jour	p. 322
CRM Vendors Have a Problem Here: Poor Apps, but Improving	p. 330
Chapter 13 Customer Service Is Our Name-And Our Game	p. 343
Customer Complaints Go Viral-and You Love It	p. 344
The Definition of Customer Service	p. 345
Building a New Customer Service Model	p. 350
Technology Finds 21st Century Customer Service	p. 366
Superstah! RightNow: Building Beyond the Traditional	p. 367
Superstah! Helpstream: Community-Driven Customer Service	p. 371
Closing It Out	p. 375
Chapter 14 The Difference: CRM, the Public Sector, and Politics	p. 381
From 2004 to Now-Wow, What a Difference	p. 383
In Re: Engagement by the Administration	p. 388
The Case of Singapore: Social CRM in Action	p. 391
Politics No Longer Poker-Bluffing Don't Woik	p. 398
The Technology Champs	p. 403
Superstah! Blue State Digital	p. 409
Chapter 15 SOA for Poets	p. 417
Evaluating Architecture	p. 417
The Architectures	p. 420
Enterprise Service-Oriented Architecture	p. 420
Superstah!	p. 429
REST/WOA	p. 429
Superstah! Sage Software	p. 432
Chapter 16 At Home or in the Clouds-And In Open Spaces Between	p. 437
On-Premise	p. 438
On-Demand	p. 441
The Players	p. 448
Superstah! NetSuite	p. 448
Choosing SaaS vs. On-Premise: Comparative Checklist	p. 451
Open Source: Not Quite Any of Them	p. 451
Superstah! SugarCRM	p. 458
Cloud Computing: Wispy or Real?	p. 461
Chapter 17 Big Picture, Big Strategies	p. 473
Introducing Strategy	p. 474
A Case Study	p. 494
Chapter 18 Mapping the Customer Experience	p. 503
The Benefits of Your Customer's Lovely Experience	p. 505
Why Customer Experience Mapping?	p. 505
Chapter 19 Process and Data Go Together Like...CRM Operations	p. 519
Not Just Your Transaction's Data Anymore	p. 520
It's the Process, Man	p. 534
Superstah! Process-Driven CRM: Sword Ciboodle	p. 542
Chapter 20 Value Given, Value Received: Analyzing the Return on CRM	p. 549
Analytics: Figuring Out Whassup	p. 549
What Are Analytics?	p. 550
A Very Brief Primer on Analytics	p. 552
Analytics in Service of Insight = Loyalty, Advocacy	p. 565
Measuring the Social Customer's Value	p. 572
Superstah! SAS and Customer Experience Analytics	p. 580
Chapter 21 When You Buy the Application, You Buy the Vendor, Though You Don't Implement Him	p. 587
Despite Your Wishes, the Vendor Matters	p. 588
Moving Forward: The Implementation Begins	p. 601
Executing Perfectly: BigMachines Does IT Right	p. 602
Closing Up for the Night	p. 610
Chapter 22 Waving to the Future	p. 613
Now It's My Turn to Be a Fortuneteller, Err, Forecaster	p. 618
In (Dim) Sum	p. 627
Appendix: The Social Web and the Public Sector: From the World to the State	p. 631
Customer Relationship Management or Citizen Relationship Empowerment?	p. 632
The Critical Importance of Web 2.0 for the Public Sector	p. 633
The Core Problems Facing Public Safety Today	p. 636
Breaking Down the Barriers	p. 639
A Real World Case Study: Virtual Alabama	p. 640
Change Is Coming	p. 646
Index	p. 649

Available:*

On Order

Summary

Summary

Author Notes

Table of Contents