CRM at the Speed of Light, Fourth Edition: Social CRM 2.0 Strategies, Tools, and Techniques for Engaging Your Customers

My intent had been to write a review as soon as I finished reading the entire book. The problem is, I need to admit, I have not finished reading the entire book. This is not due to lack of effort, focus or any other excuse. See, I have read certain chapters 2 or 3 times, this put me behind schedule. The pages are scribbled on and dogeared. Well, there is one other reason, which did cause me to drag my feet a bit, but that is no longer a fair excuse. See, a running theme of the text is about Social - not the hype and buzz - rather why you as someone with customers needs to understand about it. Back to the reason I was dragging my feet, if you read all that Paul has to offer in this book, there will be less of a need for people like me - there I said it. But, that is not very social of me... Sorry for the delay. I am a CRM practitioner, I help companies of all sizes to understand, develop a strategy and implement CRM solutions. I talk about it and I blog about it. My approach to writing this review is both about giving a potential purchaser a sense of what the content is about, as well as the approach taken by the author. While I might attempt to give you a sense of his writing style, I could not do it justice. Let's face facts, reading several hundred pages on a business topic with a large component of technology included might scare some folks - But NOT when Paul is the author! He talks to you, engages you throughout the text. He is having a conversation with you, about something he is passionate about, and that shines through. What you might find useful are a couple words about the content. The customer - your customer is a new beast. Empowered, smart, demanding and value driven - by the way, they are vocal too. From cover to cover this is the focus. Whether it is about Sales, Marketing, Operations, Architecture, Technology or Analysis it is filled with information, and it is understandable by people. I do not just mean C-level, IT, Sales folks, Call Center Managers. There is not just 'something for everyone' there is a lot for everyone. I hope you get as much out of this as I do (It is not a one time read!)

I must admit, when the book arrived I had a sinking feeling...650 pages or so on top of all of the other stuff I have to read. But the book is a sheer delight and I find myself rushing back to read more. It's also chock a block full of incredibly useful and interesting information. Social CRM is primarily about listening to the voice of the customer and bringing it deep within the organisation to inform and scuplt strategy. It focuses on customer engagement and building end-to-end customer experiences that delight and build loyalty. Social media is just one part of a much bigger picture in understanding and communicating with the customer. The old rules of CRM still apply, but social CRM adds a further dimension (probably the most important) to a key business process that can impact ultimately whether a company succeeds or fails. Paul Greenberg is a very entertaining writer and I found myself agreeing, nodding, calling to mind examples in my own life and business and at times, laughing out loud. This is a great book and I wish I'd known about it sooner. It's filled with tons of really good stuff, and the writer builds argument upon argument illustrated with lots of relevant examples and input from industry experts. It's weighty but punctuated with lightheartedness. I especially love his use of the English language with full sentences comprising of "Gulp." and "BUT." To my mind, this book is for every business, big or small. Greenberg is a phenomenal teacher and is generous with his knowledge. A revolution is underway for sure and the winners will include Greenberg's thinking in their strategy. I was just a little disappointed that there wasn't a reference section, but then realized that the information had been built on a breath-taking array of sources - social conversations, blogs, wikis, industry contacts, phone intervews...the list goes on and on as well as the traditional stuff - academic papers etc. It would have required another tome. Not only is 650 pages too short - I can't wait for his next book, I know, I know, you said it before, Paul, no more CRM books. Ah go on!

This book is essential reading for anyone interested in the subject of CRM. It provides a unique analysis of the impact of social media and technology on the customer relationship, resulting in a transfer of control to the customer vs. the previous models of transformation of the organization to focus on the customer from "inside-out." It also provides ample examples of how companies in a wide variety of industries are using tools and strategies of CRM in the era of social media.

This is not an ordinary business book on CRM. This is story of how the change in our expectations as customers has and is changing the way successful companies attract and care for their customers. Remember: CRM isn't technology, it is a methodology and process. This book explains the importance of a sound CRM process...and then the technology tools to support that process. As I read through the book I found myself highlighting and writing in the margins key takeaways and ideas that were sparked by Paul's willingness to let us inside his head. The book is written in a way that is easy to follow but makes one think at the same time. Having met Paul several times I can say he writes the way he talks. Conversational, always thought provoking and inspiring to take action. I've read the book twice and like any great book I have picked up nuances in the 2nd reading that I missed in the first. This is one of the most helpful books I've read in years.

Our Lean Manager suggested this as a resource for getting an in depth knowledge of CRM. It is that and more! It is entertaining and thought provoking along with providing multiple resources to continue the journey. I can tell that I will be returning to this and rereading several of the chapters over again. Even though this was printed several years ago, I feel most of the content is still relevant.

As a "CRM" consultant, it's been hard enough trying to bridge the gap between "CRM software" and what CRM really is. Paul explained the differences (operationally) in his first three editions (I read 1 and 3). While CRM successes have been on the rise, I've seen little change in the markets I work in. Do they fail? No. Do they exceed beyond everyone's wildest expectations? Absolutely not. We have this problem, as people, that we want things the way we want them. Many businesses want software that solves their problems. Many customers now want businesses to change the way they are engaged. Can you see the problem? No? Then as a business owner, you really owe it to yourself to read this book because it will open your eyes. You'll start looking at your teenager's behaviors and realize that you're not selling to Barney Fife anymore. And as for you CRM consultants (full disclosure, I'm one of them) you will see how much value you leave on the table each and every day you build a practice around "fields and screens". Yes, software is the answer -- to how to support processes that engage customers in totally new ways. CRM at the Speed of Light 4th Edition will paint a clear picture of the changes we face as business leaders and as consultants who hope to make our businesses, or our clients, more competitive in the loyalty game. I didn't think I would see ways to bring Social CRM into the middle market arena. But now I see how the social customer is going to demand it. Maybe not tomorrow...but certainly by next week.

The author has broken this book into 5 sections and has attempted to do to much for one book. I was looking for a roadmap to implement CRM complete with a checklist format. This is more like basic business principles (focus on the customer, blah, blah, blah) and was too verbose for my preference.

At this point in time....it's a bit out of date.

I found this book full of slangs, buzzwords and not pleasant to read. I strongly suggest you to consider other options!

Love the way the book is written and love the authors enthusiasm and knowledge of CRM.

Working as the Head of CRM in Concern this book has been fantastic in helping define my approach in managing this area and the teams working under me.