Buchnummer des Verkäufers
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.
From the Back Cover:
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”
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