The Definitive Guide to Social CRM: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits (FT Press Operations Management)

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9780134133904: The Definitive Guide to Social CRM: Maximizing Customer Relationships with Social Media to Gain Market Insights, Customers, and Profits (FT Press Operations Management)

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.

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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.

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