About the Book
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.
Table of Contents:
Introduction xviii
Part I: The Impact of Social Media on Customer Relationships 1
Chapter 1: Social CRM: The Intersection of Social Media and CRM 2
Chapter 2: Smart Ways to Incorporate Social Media into Your Organization 17
Chapter 3: Social Media Pilot Case Study 26
Part II: Social CRM 33
Chapter 4: Leverage Social Media Information to Advance Your Social CRM Efforts 34
Chapter 5: Creating Your Social Media Community in Support of Social CRM 45
Chapter 6: Social Media Knowledge Communities and Social CRM 59
Chapter 7: Overcoming Skepticism to Exploit Social CRM 65
Part III: Readying for Social CRM Implementation 71
Chapter 8: Getting Your Social CRM Strategy Right 72
Chapter 9: Social CRM Software Selection and Vendor Negotiation 83
Chapter 10: Ten Steps to Effective Social CRM Implementation 100
Chapter 11: Social CRM: Achieving the Right Mix of People, Process, and Technology 107
Part IV: Social CRM–Process Issues 111
Chapter 12: Realizing Effective Process Change 112
Chapter 13: Understanding Business Process Review 118
Chapter 14: Applying “Process” Best Practices to Social Media Strategy 124
Part V: Social CRM–People Issues 133
Chapter 15: Overcoming Inevitable People Issues 134
Chapter 16: Keeping Users Engaged and Happy 144
Chapter 17: Applying “People” Best Practices to Social Media 150
Part VI: Social CRM–Technology Issues 157
Chapter 18: Social CRM Technology Issues 158
Part VII: The Future of Social CRM 165
Chapter 19: Customers of the Future and Their Impact on Social CRM 166
Chapter 20: The Impact of Mobility on Social CRM 171
Chapter 21: The Impact of Gamification on Social CRM 178
Chapter 22: The Impact of Big Data Analytics and Insight on Social CRM 185
Chapter 23: The Impact of Channel Optimization on Social CRM 191
Chapter 24: The Impact of the Internet of Things on Social CRM 198
Part VIII: Appendixes 209
Appendix A: Social Media Policy Examples 210
Appendix B: Leading Social Media Monitoring and Filtering Tools 213
Appendix C: Leading Social CRM Software Solutions 215
Appendix D: Social CRM Technology Trends 221
Appendix E: Addressing Social CRM Security Risks 230
Appendix F: A Glossary of Terms 239
Index 245
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.
