The Definitive Guide to Social CRM: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits (FT Press Operations Management), by Barton Goldenberg
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The Definitive Guide to Social CRM: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits (FT Press Operations Management), by Barton Goldenberg
Read and Download Ebook The Definitive Guide to Social CRM: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits (FT Press Operations Management), by Barton Goldenberg
Make Social CRM work! This book presents the first proven framework and step-by-step methodology for driving maximum value from Social CRM throughout sales, marketing, customer service, and beyond.
Barton Goldenberg,the field’s #1 expert, offers a proven, four-step methodology for succeeding with Social CRM work in any B2B, B2C, or B2B2C organization. You’ll learn how to integrate people, process and technology to optimize relationships with every customer, achieve seamless collaboration across customer-facing functions, and make the most of today’s leading social platforms. Goldenberg shows how to:
• Systematically harvest information from Social Media conversations and communities: Facebook, Twitter, LinkedIn, Google+, and beyond
• Integrate this information into expanded customer profiles
• Use these profiles to personalize customer service, marketing messages, and sales offers far more effectively
Goldenberg assesses the changing impact of social media on customer relationships, identifies smarter ways to profitably integrate it throughout your business, guides you through Social CRM planning and implementation, and examines key challenges and opportunities in leveraging Social CRM after you’ve deployed it. You’ll find practical advice on issues ranging from strategy to software selection, vendor negotiation to team development and day-to-day operations. Goldenberg concludes by previewing the future of Social CRM — and the fast-changing customer tomorrow’s systems must serve.
For all executive decision-makers, managers, and implementers who are involved in, planning, or considering Social CRM initiatives.
The Definitive Guide to Social CRM: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits (FT Press Operations Management), by Barton Goldenberg - Amazon Sales Rank: #143252 in Books
- Published on: 2015-03-20
- Original language: English
- Number of items: 1
- Dimensions: 9.10" h x 1.10" w x 6.10" l, .0 pounds
- Binding: Hardcover
- 272 pages
The Definitive Guide to Social CRM: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits (FT Press Operations Management), by Barton Goldenberg Review
“Barton Goldenberg’s The Definitive Guide to Social CRM is just that: a clear and detailed step-by-step outline for embracing social CRM organization-wide, complete with his proven methodologies for strategy and technology adoption within a business. It’s just the primer needed to help business leaders outline how to approach social CRM in their enterprise.”—Ginger Conlon, Editor-in-Chief, Direct Marketing News
“Barton Goldenberg has been at the forefront of Customer Relationship Management for 30 years. As a regular columnist to CRM Magazine since our launch in 1997, Barton has influenced our audience in print, online, and as a conference chair and speaker at our annual CRM Evolution Conference & Exhibition. Barton has also written extensively for many other media outlets and has been a highly sought after speaker at numerous industry events. Social CRM is still in its early stages of development and Barton’s newest book, The Definitive Guide to Social CRM, is a must read for anyone trying to get verifiable return-on investment with their Social CRM projects.”—Bob Fernekees, VP/Group Publisher, CRM Media, a division of Information Today, Inc.
“While Pyrotek is just now dipping our toe in the social media waters, we feel very fortunate to have Barton—and his new book—as our guide while we begin forming a Social CRM strategy.”—Joe Tarulli, Corporate Sales Development Manager, Pyrotek Inc.
“Social CRM is critical to customer engagement in today’s social media driven world. Barton brings his 30 years of experience with helping best-in-class companies with their customer-centric initiatives to bear in this timely analysis of how to do Social CRM right.”—Mike Merriman, Vice President, Sales & Marketing, Mzinga
“As an ISM client, we know the experience and expertise Barton brings to customer-centric initiatives. In his new book, Barton shares his expertise with case studies and a clearly defined roadmap for Social CRM adoption.”—Chip Devine, Vice President–MultiChannel Business, Ferguson
“Social CRM is the next wave that will engage an organization’s customer relationship efforts through an interplay of Social Media with CRM. As Social CRM is forecasted to grow to a $9 billion global market by 2018, this book will teach the reader how to benefit from this growing phenomenon.“No matter the business—or the customer—knowing your customers is key. That’s why Social CRM and Barton’s definitive book are so important.”—Ron Klyn, Chief Information Officer, Universal Forest Products Inc.
“From shaping CRM to understanding today’s omni-channel digital customer, Barton Goldenberg leads the way again with his compelling insights and methodologies. The timing of his latest book, The Definitive Guide to Social CRM, once again demonstrates his forward thinking.”—Bob Dunfee, 25-Year CRM Veteran
“From shaping CRM to understanding today’s digital client, Barton Goldenberg stays ahead of the curve. That’s why his book on incorporating Social CRM into your customer-centric strategies is so important and timely.” —Tim Bajarin, President, Creative Strategies
“Barton Goldenberg and his team at ISM have already demonstrated Social CRM success with clients such as AAA, Marriott, ExxonMobil, and Kraft Foods, so when creating your Social CRM roadmap, you’ll absolutely want to read The Definitive Guide to Social CRM.”—Bob McLaughlin, Former Sr. VP, McGraw-Hill
“Barton Goldenberg is simply the most effective transformational leader I have met. His business acumen is matched only by his ability to understand the dimensions behind how change stems from a customer’s needs to a firm’s operations. Now Barton in his new book, The Definitive Guide to Social CRM, captures how a firm should plan, manage, and leverage social media as a means to increase the bottom line. What makes this book so insightful is the integration of social media capabilities with those of CRM; the narrative is both compelling and practical for any leader trying to bring customer relationship capabilities to fruition—the narrative is a roadmap on how to make that outcome a reality.”—Cyrus Aram, Senior Director, Blue Shield of California and Lecturer, University of California, Davis
“The one book executives of companies competing for today’s digital customer should read is The Definitive Guide to Social CRM.”—Neal Keene, VP of Indirect Sales/Customer Engagement Solutions, Pitney Bowes
From the Back Cover
- Integrate Social Media and CRM to deepen your customer relationships and grow your profits
- A proven roadmap and pragmatic best practices, all based on Barton J. Goldenberg’s unsurpassed experience
- Realistic advice on strategy, tactics, people, processes, and technology
- “Live” case studies of organizations already succeeding with Social CRM
- Emerging value opportunities in mobility, gamification, big data analytics, channel optimization, and the “Internet of Things”
Social CRM is already enabling innovators to engage customers far more effectively and to craft customer-centric strategies and offerings that deliver unprecedented value. Now, the industry’s leading expert offers a proven methodology for making it work in any organization: B2B, B2C, or B2B2C.
Barton J. Goldenberg shows how to systematically harvest information from any online conversation and community, integrate it into customer profiles, and use it to enhance customer engagement and to seamlessly personalize better interactions and offers across your entire business.
“Barton Goldenberg is simply the most effective transformational leader I have met. His business acumen is matched only by his ability to understand the dimensions behind how change stems from a customer’s needs to a firm’s operations. Now Barton in his new book, The Definitive Guide to Social CRM, captures how a firm should plan, manage, and leverage Social Media as a means to increase the bottom line.” –Cyrus Aram, Senior Director, Blue Shield of California and Lecturer, University of California, Davis
"Barton Goldenberg’s The Definitive Guide to Social CRM is just that: a clear and detailed step-by-step outline for embracing Social CRM organization-wide, complete with his proven methodologies for strategy and technology adoption within a business. It’s just the primer needed to help business leaders outline how to approach Social CRM in their enterprise.” –Ginger Conlon, Editor-in-Chief, Direct Marketing News
“From shaping CRM to understanding today’s omni-channel digital customer, Barton Goldenberg leads the way again with his compelling insights and methodologies. The timing of his latest book, The Definitive Guide to Social CRM, once again demonstrates his forward thinking.” –Bob Dunfee, 25-Year CRM Veteran
Social CRM is the next wave in CRM: a breakthrough in driving value through deeper customer relationships and better customer interactions. In this book, Barton J. Goldenberg shows you how to systematically integrate Social Media with CRM, harvest intensely valuable social insights, and strengthen engagement with every customer and prospect you serve.
Goldenberg shows how to go beyond transactions and demographics to harvest sentiments and use them to open conversations that reflect each customer’s rational and emotional preferences. He uncovers new ways to drive value in sales, marketing, product development, and customer support.
You’ll master powerful new techniques for capturing high-value indirect feedback, discovering new directions for innovation, generating new revenue streams, improving service through peer communities, enhancing brand reputation, and more.
Goldenberg’s best-sellers CRM Automation and CRM in Real Time showed businesses exactly how to maximize their profits by leveraging key CRM advances. Now, he’s done it again–and this time, the opportunities are even greater.
• How Social Media is already impacting your customer relationships Don’t just worry about it–profit from it
• Prepare for your highest-value implementation Plan strategy, establish partnerships, build project teams, gain buy-in, and more
• Systematically optimize people, processes, and technology Apply best practices for maximizing the value of your entire Social CRM investment
• Look over the horizon: uncover emerging opportunities for value Preview new social linkages: mobility, gamification, big data analytics, channel optimization, and the “Internet of Things”
About the Author
Barton J. Goldenberg, Founder & President of ISM, Inc. Leading customer-centric strategist, author, speaker, and futurist
For 30 years Barton Goldenberg, ISM, Inc.’s founder and president, has challenged executive audiences on the topic of customer-centric business strategies. He designs and delivers insightful, entertaining, and informative presentations that incorporate live case studies taken from ISM’s best-in-class clients.
Barton has always occupied a leading role in providing a lifecycle approach to customer relationships, from founding a pioneering firm in 1985, when the concept of customer relationship management (CRM) was taking form, to being one of the first three inductees into the CRM Hall of Fame.
Customer-Centric Presentations
Barton frames his customer-centric business strategy presentations within the people/process/technology paradigm, and references a variety of tools and techniques in support of these strategies, including CRM/Social CRM, Big Data analytics and insight, knowledge communities, customer experience, and channel optimization. Barton’s results-oriented, bottom-line presentations have been praised by audiences worldwide, including clients such as AAA, Delta Faucet, Deutsche Bank, Exxon-Mobil, Ferguson, Giorgio Armani, IBM, Jaguar Land Rover, Johnson Controls, Kraft Foods, Marriott, McGraw-Hill, Merck, Pfizer, Roche, Schlumberger, T. Rowe Price, Zumba Fitness, and more.
Meeting Customer Expectations in Real Time
For today’s always-on, always-connected consumer, collaboration is the key in the customer lifecycle. Whether business-to-business or business-to-consumer, customer expectations must be met in real time, which Barton addresses in his book, CRM in Real Time: Empowering Customer Relationships, published by Information Today. His earlier book, CRM Automation (Prentice Hall), is considered the primer for companies implementing customer-focused programs. ISM’s Software Lab publishes the benchmark Guide to Mobile & Social CRM Automation (now in its 20th edition). Barton is a columnist for CRM Magazine and is often quoted in business and trade publications.
Prior to founding ISM, Barton held senior management positions at the U.S. Department of State and Monsanto Europe S.A. He holds a B.S. (Economics) with honors from the Wharton School of Business and an M.S. (Economics) from the London School of Economics. Presently, Barton serves as the area governor for Rotary District 7620, after serving in 2013—2014 as president of the metroBethesda Rotary Club.
Where to Download The Definitive Guide to Social CRM: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits (FT Press Operations Management), by Barton Goldenberg
Most helpful customer reviews
0 of 0 people found the following review helpful. Succeeds on multiple fronts By Cesar A. Brea When I’m asked to review business books I consider four factors. First, to what degree do I think the subject of the book is important for its intended audience? Second, do I think the advice is any good? Third, how well-supported is the advice? Finally, fourth: is the material presented effectively, so the reader can absorb and reuse it?Barton Goldenberg’s Social CRM succeeds on all four counts.My own experience confirms this is a timely topic, even for the most conservative organizations. While not all of an organization’s actual and intended customers are active and relevant participants in social media, those who are have disproportionate voices, and it pays both to listen to what they have to say and to engage them (well, most of them, don’t feed the trolls).Goldenberg covers the waterfront of issues large organizations need to grapple with to engage effectively with social media as organizations. There’s lots here, ranging across people, process, and technology. As for evidence, Goldenberg provides case studies both of successes and failures for us to learn from. As for presentation, while presented somewhat dryly, the material is extremely well organized, and structured into clear, bite-sized chunks that suit today’s attention spans.In summary, if you’re a marketer looking to make the case for and then implement a program that incorporates the reality of social media into your firm’s overall CRM efforts, there’s a lot here to help you.
0 of 0 people found the following review helpful. Awesome read and fantastic value - Social CRM fully explained By Professional An outstanding account of Social CRM. Barton Goldenberg provides a clear definition of Social CRM and a great framework to understand it. This is not an academic book but a definitive guide which will take you through best practice and implementation approaches. A highlight for me is the emphasis on his trademark phrase – “People-Process-Technology”. This is real Social CRM not vapourware - the author talks about the real world using examples of companies who have implemented true Social CRM. The book covers every aspect to plan and deliver a successful Social CRM Strategy – from architecture through implementation to the roadmap. Goldenberg guides you to the value of Social CRM and appreciate the business outcomes possible from Social CRM. This book is to the point and so easy to read. Great value.
0 of 0 people found the following review helpful. The Definitive Guide to Social CRM—This Is How It's Done By Alison C. Lowander Working with Barton to prepare The Definitive Guide to Social CRM’s manuscript for publication, I knew from the moment I read the table of contents that the book will be the model for businesses dedicated to successful digital customer engagement outcomes. Barton covers everything—and I mean everything—that organizations seeking to marshal the strategies, processes, and tools of social CRM must consider. It urges business leaders to face essential facts about social’s influence now and in the future; dissects omnichannel listening, gathering, measuring, and metric creation; and lays out the distinct-but-interrelated social CRM methods for reaching prosperity, plus so much more.—Alison C. Lowander, Principal, HS Editorial Services
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The Definitive Guide to Social CRM: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits (FT Press Operations Management), by Barton Goldenberg
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The Definitive Guide to Social CRM: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits (FT Press Operations Management), by Barton Goldenberg
The Definitive Guide to Social CRM: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits (FT Press Operations Management), by Barton Goldenberg
The Definitive Guide to Social CRM: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits (FT Press Operations Management), by Barton Goldenberg
The Definitive Guide to Social CRM: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits (FT Press Operations Management), by Barton Goldenberg
